Research Methodology: Qualitative Methods
10 Questions
2 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the purpose of qualitative research as described in the content?

  • To understand the Why and How, discovering insights and developing ideas (correct)
  • To gather numerical data
  • To focus on demographics only
  • To conduct experiments
  • Focus groups provide quantitative data.

    False

    What is the primary focus of ethnographic research?

    In-depth understanding of cultures and societies

    In qualitative research, a focus group typically consists of _ participants.

    <p>5 to 8</p> Signup and view all the answers

    Match the qualitative research methodologies with their descriptions:

    <p>Focus Groups = In-depth group discussions to gather subjective insights Field Observation = Observing subjects in their natural environment In-Depth Interviews = Personalized interviews for detailed information collection Ethnography = Cultural and societal observations in-depth</p> Signup and view all the answers

    What should the first few minutes of a focus group discussion be devoted to?

    <p>making the participants relaxed in the group</p> Signup and view all the answers

    Why are the first few questions in a focus group discussion designed to be broad?

    <p>To get participants relaxed and talking</p> Signup and view all the answers

    Ethnography is qualitative research that aims to understand the social and cultural context of people from an ________ perspective.

    <p>insider's</p> Signup and view all the answers

    Field observations are more concerned with explanation than with measurement.

    <p>True</p> Signup and view all the answers

    Match the following qualitative data analysis tools with their names:

    <p>Tableau = Visualization software Python = Programming language RapidMiner = Data mining software SAS = Statistical analysis software</p> Signup and view all the answers

    Study Notes

    Learning Outcomes of Lecture 5

    • Examine the focus group, its preparation to analysis and reporting
    • Examine field observations and the in-depth interview method
    • Explore ethnographic research

    Qualitative Research

    • Purpose: Exploratory - understanding the why and how, discovering insights and developing ideas
    • Focus: In-depth meaning, deeper explorations, subjective and uses flexible questioning
    • Options:
      • Focus groups
      • Field observations
      • In-depth interviews
      • Action research
      • Case studies
      • Ethnography
      • Grounded theory
      • Semiotics
      • Hermeneutics (study of text data)
    • Output: Insights and/or ideas

    Qualitative vs. Quantitative Research

    • Can combine
    • Can complement
    • Combining qualitative and quantitative research may offer new perspectives/opportunities
    • Complimenting: qualitative research is often used as a preliminary step to determine the parameters for a quantitative survey

    Understanding Consumers

    • Motivation: what they say, what they do, intentions
    • What they think (but don’t say): motives, thoughts
    • What they feel (but don’t say): fears, aspirations, frustrations, emotions
    • Awareness/Knowledge: attitudes, beliefs, feelings, personality/lifestyle
    • Socioeconomic: demographics, socioeconomic factors
    • Underlying cultural values or social contexts: objects/artifacts, social interaction/construction
    • Consumer usage and attitudes (U&A)

    Qualitative Research Methodologies

    • Focus groups
    • Field observation
    • In-depth interviews
    • Ethnography
    • Action research
    • Case studies
    • Grounded theory
    • Semiotics
    • Hermeneutics (study of text data)

    Focus Groups

    • Generates new product or service ideas
    • Reveals consumer needs, motivations, perceptions, and attitudes
    • Facilitates understanding of quantitative research
    • Understands consumer comprehension of marketing activities/brand campaigns

    Advantages and Disadvantages of Focus Groups

    • Advantages:
      • May be used in pilot studies to further explore ideas
      • Actual groups can be conducted quickly after recruitment
      • Cost-effective
      • Flexibility in question design and follow-up
      • Responses from focus groups are more complete and less inhibited
    • Disadvantages:
      • Not possible to gather quantitative data
      • Importance of experienced and skilled moderators
      • Presence of self-appointed leader who monopolizes the conversation
      • Online focus groups do not offer control over environment/attention
      • Computer literacy may be a barrier

    When Not to Conduct Focus Groups

    • When detailed histories or accounts are required
    • Practical difficulties and confidentiality
    • Taboo subjects are discussed (intimate, social norms, complex social or political issues)
    • When people have different levels of knowledge or understanding
    • When observation in situ is needed

    The Focus Group Process

    • Size: usually 5 to 8 participants per group
    • Participants are carefully chosen based on their profile, product category criteria/behavior
    • Pre-screening ensures productive process and insights quality
    • Recruit and select focus group participants
    • Design the focus group content, environment, and discussion guide
    • Prepare the moderator
    • Conduct the focus group
    • Prepare the focus group report

    Focus Group Settings

    • A typical focus group facility
    • Moderator: the individual who meets with focus group participants and guides the session

    Focus Group Discussion Guide

    • Aims and objectives of the research
    • Clarify the research objectives
    • Detail out as much as possible after thinking through the reasons why the research is being done
    • Good hypotheses help the exploratory process
    • Number of questions and time: avoid loading the discussion guide with too many questions
    • Interviewer instructions: guide an interviewer how to follow up the pre-prepared discussion guide questions

    Interviewing Skills

    • Establish rapport
    • Empathy
    • Sharp eyes for nuances
    • Active listening, enquiry, probing
    • Hearing meaning in context
    • Verbal/non-verbal cues: read body language
    • Manage the information exploration process
    • Managing engagement/group energy
    • Manage time
    • Manage individual/group dynamics
    • Handling prima-donna vs quiet, soft-spoken participants
    • Give a voice to the interviewees…### Online Focus Group
    • Recording and transcribing digital or physical interviews
    • Coding and thematic segmentation for data analysis
    • Inclusion of direct respondent quotes in reports
    • Reports sections: introduction, management summary, detailed findings, and conclusions

    Qualitative Data Analysis Tools

    Field Observations

    • Concerned with description and explanation rather than measurement and quantification
    • Useful for generating hypotheses and theories
    • Major dimensions: overt or covert observation, and overt or covert participation

    Dimensions of Observations

    • Overt Observation: researcher is identified, and participants know they are being studied
    • Overt Participation: researcher participates in the process, and participants know they are being studied
    • Covert Observation: researcher's role is limited to observer, and participants are not aware of being studied
    • Covert Participation: researcher participates in the process, but is not identified as a researcher

    Disadvantages of Field Observations

    • Difficult to provide external validity and avoid bias
    • Subjectivity of observation requires cross-validation
    • Reactivity: the process of being observed may influence the behavior of subjects
    • Online Field Observation: privacy concerns

    In-Depth Interviews

    • Technique involves conducting intensive, unstructured interviews with a single or small number of respondents
    • Purpose: explore and understand underlying respondent motivations, beliefs, attitudes, and feelings
    • Useful for sensitive or taboo topics, highly specialized topics, or practical reasons

    Ethnography

    • Qualitative research designed to understand and represent social and cultural context of people
    • Naturalistic approach to understanding human behavior
    • Engaging people on their own terms in a relatively undirected way
    • Attempts to clarify behavior in specific situations
    • Focus on social and cultural context of people's actions and beliefs

    Ethnography in Practice

    • Focus on social and cultural context of people's actions and beliefs
    • Capturing data on the go, such as through photo galleries
    • Point of view of participants rather than researchers' frame

    Using Ethnography for Qualitative Research

    • Advantages: flexible and open structure, rich and in-depth data, realistic perspective, and useful for deriving deep insights
    • Disadvantages: logistically intensive and costly, requires ongoing support, limited to small groups, and danger of going "native"

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    Week 5 - Lecture 1 of 1 PDF

    Description

    This quiz covers lecture 5 on research methodology, focusing on qualitative research methods such as focus groups, field observations, and in-depth interviews. Explore the concepts and preparation to analysis and reporting.

    More Like This

    Research Methodology in Qualitative Studies
    10 questions
    Research Methodology: Qualitative Methods
    8 questions
    Qualitative Research Methodology
    10 questions
    Qualitative Research Methodology
    28 questions
    Use Quizgecko on...
    Browser
    Browser