Podcast
Questions and Answers
What is one primary data collection technique used in qualitative methodologies?
What is one primary data collection technique used in qualitative methodologies?
What should a researcher consider when choosing a qualitative methodology?
What should a researcher consider when choosing a qualitative methodology?
When should a researcher stop sampling in qualitative research?
When should a researcher stop sampling in qualitative research?
Which of these is NOT an exercise suggested to help participants surface their understanding?
Which of these is NOT an exercise suggested to help participants surface their understanding?
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What generally characterizes sample sizes in qualitative research?
What generally characterizes sample sizes in qualitative research?
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What is the primary focus of qualitative research methods?
What is the primary focus of qualitative research methods?
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Which disciplines have contributed to the foundations of qualitative research methodologies?
Which disciplines have contributed to the foundations of qualitative research methodologies?
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What is a key difference between qualitative and quantitative research methods?
What is a key difference between qualitative and quantitative research methods?
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What aspect of qualitative research addresses the issue of trustworthiness?
What aspect of qualitative research addresses the issue of trustworthiness?
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Which of the following is a distinction in the qualitative research process?
Which of the following is a distinction in the qualitative research process?
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Why might researchers opt to use qualitative methodologies over quantitative methodologies?
Why might researchers opt to use qualitative methodologies over quantitative methodologies?
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What is NOT a common technique used in qualitative research?
What is NOT a common technique used in qualitative research?
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Qualitative research is particularly useful for understanding which type of decisions?
Qualitative research is particularly useful for understanding which type of decisions?
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What characterizes an unstructured interview?
What characterizes an unstructured interview?
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Which of the following describes a semi-structured interview?
Which of the following describes a semi-structured interview?
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What is a key purpose of projective techniques in interviews?
What is a key purpose of projective techniques in interviews?
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How does the Thematic Apperception Test gather information from participants?
How does the Thematic Apperception Test gather information from participants?
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Which projective technique involves participants imagining products as authority figures?
Which projective technique involves participants imagining products as authority figures?
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What type of projective technique asks participants to fill in missing dialogues in cartoon-like scenarios?
What type of projective technique asks participants to fill in missing dialogues in cartoon-like scenarios?
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Which method is NOT typically used in projective techniques?
Which method is NOT typically used in projective techniques?
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What is brand mapping as a projective technique?
What is brand mapping as a projective technique?
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What is the primary purpose of the metaphor elicitation technique in individual depth interviews?
What is the primary purpose of the metaphor elicitation technique in individual depth interviews?
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How long do individual depth interviews generally last?
How long do individual depth interviews generally last?
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What is a defining characteristic of focus groups?
What is a defining characteristic of focus groups?
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What is typically used by moderators to record trends in face-to-face group interviews?
What is typically used by moderators to record trends in face-to-face group interviews?
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What is the recommended group size for effective focus group discussions?
What is the recommended group size for effective focus group discussions?
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Which method is NOT normally associated with individual depth interviews?
Which method is NOT normally associated with individual depth interviews?
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Which type of group interview typically has the smallest size?
Which type of group interview typically has the smallest size?
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What key benefit do focus groups offer in research?
What key benefit do focus groups offer in research?
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What is the purpose of action research in a managerial context?
What is the purpose of action research in a managerial context?
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Which of the following statements accurately describes triangulation in research?
Which of the following statements accurately describes triangulation in research?
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In the case study methodology, what types of data are typically utilized?
In the case study methodology, what types of data are typically utilized?
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What initial step is typically taken in action research?
What initial step is typically taken in action research?
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How might an organization incorrectly address customer complaints according to the content provided?
How might an organization incorrectly address customer complaints according to the content provided?
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Which strategy is NOT commonly used when merging qualitative and quantitative methodologies?
Which strategy is NOT commonly used when merging qualitative and quantitative methodologies?
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What is one key characteristic of the case study research methodology?
What is one key characteristic of the case study research methodology?
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In which scenario would action research be most beneficial?
In which scenario would action research be most beneficial?
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Study Notes
Qualitative Research Methods
- Qualitative research differs from quantitative research in its approach
- The study of qualitative research is a long-standing practice, frequently predating quantitative techniques
- The validity of qualitative data is frequently questioned
- Qualitative research methodologies employ various techniques throughout a project, used in both data collection and data analysis
- Decision-making uses qualitative research in a variety of ways
Learning Objectives
- Qualitative research differs from quantitative research
- The controversy surrounding qualitative research
- Types of decision-making that utilize qualitative methods
- Varieties of qualitative research methods
Topics of Discussion
- What is qualitative research
- Qualitative versus quantitative research
- The process of qualitative research
- Qualitative research methodologies
- Combining qualitative methodologies
What is Qualitative Research?
- Qualitative research involves interpretive techniques
- Goals of qualitative research are description, decoding, translation, and understanding meaning
- It focuses on the meaning of phenomena, rather than their frequency in the social world
The Controversy
- Qualitative research methodologies have roots in a variety of disciplines
- Qualitative methods, like anthropology, lingustics, sociology, and psychology have been available longer than quantitative approaches in the 19th century
- Managers are concerned about the trustworthiness of qualitative data and demand careful methodology
- Employing literature searches to improve questions
- Implementing methods in natural settings, rather than controlled labs
- Creating questions that explore exceptions to established rules or theories are used to address this
The Process of Qualitative Research
- Developing a qualitative project is similar to a general research process
- Three key distinctions impact the process:
- Level of question development in the research process
- Researcher preparation prior to the experience
- Data used to form the experience
- Creative mental exercises are used to surface participants' understandings
- Showing products and mediums
- Providing visual stimuli like pictures
- Asking participants to draw experiences
Exhibit 7-3 Qualitative Research and the Research Process
- Shows a visual representation of the process of qualitative research
- Includes steps like: exploration, clarifying the research question, defining the problem, refining the question, research proposal, research design, data collection design, sampling and recruiting, discussions and pretesting, data collection and preparation, exploration, and pretasking, insight development, interpretation of data, debriefing.
- A link between these steps leads to management reporting and decision-making.
Exhibit 7-4 Formulating the Qualitative Research Question
- Steps involved in developing a qualitative research question, including exploring literature and expert interviews and defining the problem via interview questions
- This includes determining new product categories, market expertise and customer profiles, and competitor analysis
- Defining the research question(s) is the last step in this process
Sampling
- Qualitative research emphasizes continued sampling until new insights stop coming in
- Sample sizes are usually small
- Techniques like multiple focus groups or in-depth interviews are common
Interviewing
- Primary data collection technique in qualitative methodologies
- Interviews vary based on: number of people, interview structure, interviewer proximity to the participant, and the number of interviews occurring
- Researchers may involve one, a few, multiple, or large numbers of people
- Unstructured, semi-structured, and structured interviewing approaches are common
Projective Techniques
- Used because researchers often seek hidden meanings
- Techniques include:
- Word or picture association: matching items
- Sentence completion
- Cartoons or empty balloons: filling in dialog
- Thematic apperception test: describing images
Projective Techniques (continued)
- Personification: imagining as aliens
- Authority figures: assigning characteristics to objects
- Ambiguities and paradoxes
- Brand mapping
- Metaphor elicitation
Individual Depth Interviews (IDIs)
- An interview methodology featuring a single interviewer and participant
- Interviews vary in length, depending on the topic
- Interviewees can use technology advanced materials to increase interaction
Group Interviews
- Collects data from multiple participants
- May include dyads, triads, min groups, small groups (focus groups), or super groups (up to 20 people)
Focus Groups
- Coined by R. K. Merton and used to gather general background on topics, stimulate research questions, give context to quantitative results, generate ideas for programs, and highlight areas of opportunity
- Focus groups involve a moderator, and typically range from 6 to 10 participants.
- Focus groups can be for 90 minutes to 2 hours
Recording, Analyzing, and Reporting Group Interviews
- Strategies for recording include using paper, personal notepads, video and audiotapes.
- Data collected can be transcribed or analyzed using moderators' notes.
Case Studies
- A powerful research method combining interviews, record analysis, and observation
- Information like brochures, annual reports, sales receipts, and newspaper articles can be helpful for this
Action Research
- Designed to assess complex practical problems, identifying when no known solution exists
- Starts with a problem, a potential solution, implementation, assessment, and re-evaluation if needed
- Addressing issues via problem solving, corrective actions, observation, and assessment, is at the heart of this
Merging Qualitative and Quantitative Methodologies
- Triangulation: the combining of various qualitative and quantitative methods
- Four common strategies include simultaneous, ongoing waves, following sequential stages, or preceeding qualitative with quantitative stages
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Description
This quiz explores qualitative research methods and their differences from quantitative approaches. It examines the validity and methodologies involved in qualitative research, along with various decision-making applications. Test your understanding of these concepts and enhance your research skills.
