Qualitative Research PDF

# Qualitative Research ## What Is Qualitative Research? Qualitative research includes an "array of interpretive techniques that seek to describe, decode, translate naturally occurring phenomena in the social world". These techniques include individual depth interviews (IDIs), group interviews, a...

# Qualitative Research ## What Is Qualitative Research? Qualitative research includes an "array of interpretive techniques that seek to describe, decode, translate naturally occurring phenomena in the social world". These techniques include individual depth interviews (IDIs), group interviews, and multiple-method approaches involving interviews and observation techniques (i.e., case studies, ethnography, grounded theory, and action research). Qualitative research can be conducted asynchronously (from multiple participants at different times) or synchronously (in real-time). Qualitative research can be conducted as a cross-sectional study (i.e., one [1] interaction per participant during the research period) or as a longitudinal study (i.e., multiple interactions per participant during the research period). Table 1 offers some examples of appropriate uses of qualitative business research. | Decision Arena | Questions to be Answered | |---|---| | Job analysis | - Does the current assignment of tasks generate the most productivity? - Does the advancement through different job levels incorporate the necessary training to foster the most robust performance? | | Advertising concept development | - What images should be used to connect with the target customers' motivations? | | Productivity enhancement | - What actions could be taken to boost worker productivity without generating worker discontent? | | New product development | - What would the current market think of the proposed product idea? - Which products will create the most excellent synergy with the existing products regarding return on investment (ROI) and distribution partner growth? | | Benefits management | - Should the compensation plan be more flexible and customizable? - How do employees perceive wellness-prevention programs as compared to corrective health programs in terms of value? | | Retail design | - How do consumers prefer to shop in the store? Do they shop with a defined purpose, or are they affected by other motives? | | Process understanding | - What steps are involved in cleaning a wood floor? How is the product perceived or involved in this process? | | Market segmentation | - Why does a specific demographic or lifestyle group use the product more than another? - Who are the customers, and how do they use the product to support their lifestyle? | | Union representation | - What is the influence of culture on product choice? - How do various departments perceive the current effort to unionize the plant? - Where and what are the elements of discontent? | | Sales Analysis | - Why have once-loyal customers stopped availing of the company's services? | Qualitative data include detailed descriptions of events, situations, and interactions (verbal, visual, and audio). This data can be found in interview transcriptions, video focus groups, and interaction notes. Qualitative techniques produce extensive texts and images that require human coding and analysis. While computer software aids in coding, the researcher's experience is crucial for framing and interpreting the data. In qualitative research, the researcher and the manager (research sponsor) often play significant roles in data collection and interpretation. The researcher may participate or observe, while the manager may influence interview questions and provide insights during debriefing. Qualitative research involves content analysis of participants' expressions, behavioral observations, and physical environment artifacts. ## Qualitative Research Design Qualitative studies, with their smaller sample sizes, allow for a faster turnaround of findings, which helps support low-risk, quick decisions. Both group and individual interviews, essential qualitative techniques, can be conducted securely, protecting research from competitors. These techniques are applicable across all business disciplines. In qualitative studies, the researcher starts with broader investigative questions and can modify the measurement questions or observations made (while the study is in progress) to gain a deeper understanding. * **Preparation.** In qualitative research, participants undergo thorough preparation before the research begins. It involves familiarizing them with the research topic. Participants are selected for their ability to articulate their thoughts and feelings, requiring forethought. * **Debriefing.** Integrating insights from data collectors and manager-sponsors is crucial during data collection and preparation. Debriefing these individuals adds valuable insights to the study. A fundamental difference in qualitative research is the central role of the researcher, who guides the process of extracting insights. In contrast, the researcher remains mainly invisible in quantitative research to avoid bias. This distinction is vital for qualitative research, as the researcher's involvement is critical to discovering the sought-after insights. Table 2 reveals the distinctions between qualitative and quantitative designs. | Feature | Qualitative | Quantitative | |---|---|---| | Focus of research | Understand and interpret | Describe, explain, and predict | | Researcher involvement | The researcher is a participant or catalyst | Research is controlled to prevent bias | | Research purpose | In-depth understanding; theory building | Describe or predict; build and test theory | | Sampling design | Non-probability: purposive, convenience, snowball, etc. | Probability | | Sample size | Small to medium | Medium to large | | Research design | May evolve or adjust during the project Often uses multiple methods simultaneously or sequentially Consistency is not expected | Determined before commencing the project Uses single method or mixed methods Consistency is critical | | Engagement exercises, including projective techniques | Frequently used | Rarely used | | Participant preparation | Pre-tasking is common | No preparation is desired to avoid biasing the participant | | Data type and preparation | Verbal, video, or pictorial Reduced to verbal codes | Verbal descriptions Reduced to numerical codes for computerized analysis | | Data analysis | Human analysis following computer or human coding, primarily non-quantitative The analysis is ongoing during the project Distinctions between facts and judgments | Computerized analysis—statistical and mathematical methods dominate Analysis may be ongoing during the project Maintains clear distinction between facts and judgments | | Insights and meaning | Determined by type and quantity of free response questions Probing is expected and used | Limited by the quality of the measurement instrument Limited opportunity to probe participants during data collection | ## Qualitative Sampling Design Unlike quantitative research, where sample sizes are often predetermined, qualitative researchers may not set a fixed sample size at the outset. Instead, they aim for data saturation without new information or insights emerging. Sample sizes in qualitative research vary by technique but are typically much smaller than in quantitative studies. However, there are exceptions where larger sample sizes may be necessary. AT&T conducted a qualitative study to develop its "800 Reasons" ad campaign to promote its long-distance service. The study involved thousands of structured interviews with business professionals across dozens of cities over several weeks. These interviews generated numerous reasons businesses used the AT&T 800 service, and each of these reasons became the focus of a television and magazine ad in the multi-ad campaign. Qualitative research employs non-probability sampling. In the arbitrary and subjective procedure for selecting sample cases, not only is little attempt made to generate a representative sample, but the researcher often seeks a non-representative one (1) to extract the most significant insights. Several types of non-probability sampling are common to qualitative research: * **Purposive sampling.** Researchers choose participants for their unique characteristics or experiences, attitudes, or perceptions; as conceptual or theoretical categories of participants develop during the interviewing process, researchers seek new participants to challenge emerging patterns. Today, this often includes drawing participants from existing communities or panels. * **Snowball sampling.** Participants refer researchers to others with characteristics, experiences, or attitudes similar to or different. * **Convenience sampling.** Researchers select any readily available individuals as participants. Researchers increasingly use online communities and panels to find participants due to the time and effort required. They also recruit organization members when the research topic is general or relevant to a specific group. For example, church members might be recruited to discuss laundry product purchases or members of a social club to evaluate restaurants. When participants are difficult to access (i.e., doctors, lawyers, scientists), researchers may use sample recruiters to contact prospects until a sample group is formed. Recruiting can sometimes take as long as the qualitative study itself. Qualitative research often involves the deliberate preparation of participants, known as pre-tasking. Finding willing participants is crucial for extracting detailed and meaningful insights. Various creative and mental exercises help participants bring their thought processes and ideas to the surface. Examples of pre-tasking exercises include: * **In-home product use with repeated instructions** to use the product or medium (i.e., magazine). * **Collecting and providing visual stimuli** (i.e., family photos of areas or rooms in their homes that they hate to clean or have trouble decorating or a favorite item of clothing). * **Preparing visual collages** (i.e., photos of children's favorite outfits or magazine cutouts reflecting feelings towards a supervisor). * **Keeping detailed diaries of behavior and perceptions** (i.e., a step-by-step experience of a travel proposal preparation). * **Drawing pictures of experiences** (i.e., feelings when shopping in a particular store). * **Writing dialogues of hypothetical experiences** (i.e., conversations with a sales associate when a complaint isn't resolved). ## Qualitative Data Collection Design Before constructing a qualitative study, it is essential to determine the research approach and how data will be gathered, known as research methods. Notably, qualitative research methods differ significantly from quantitative methods. ### Qualitative Research Design Approaches To conduct qualitative research, researchers must select at least one (1) design approach suitable for their topic. Multiple methods are expected to be used within a single study. Here are five (5) common qualitative research design approaches: * **Historical Study.** This approach is ideal for examining the past, including people, events, and documents, to conclude the present and future. It relies on interview sources and historical records, focusing on validating data accuracy and finding primary sources. Historical studies can result in biographies. * **Phenomenology.** This approach aims to gather information on how individuals experience a phenomenon and their feelings about it. It acknowledges that experiences are subjective and seeks to describe them from participants' perspectives, identifying common themes. * **Grounded Theory.** This approach develops a theory around a social issue by identifying problems and defining how people address them. Grounded theory relies solely on data collected during the research process, with the research question evolving as more information is gathered. * **Ethnography.** This approach studies specific cultural groups by immersing the researcher in the culture. Data is collected through direct observation and interaction to understand group culture from participants' perspectives. * **Case Study.** This approach examines a person, group, community, or institution using multiple data sources such as observation, interviews, and documents. Participants must share a unifying factor related to the research question. The researcher analyzes the data to identify common themes. ## Qualitative Research Methods Qualitative data can be collected using various methods, often combining multiple processes within a single study: 1. **Interviews.** In-depth, face-to-face interviews provide insights into participants' experiences. 2. **Focus Groups.** Like interviews, they involve multiple participants, allowing for group observations and responses. 3. **Observation.** It involves carefully observing participants' activities and behaviors to gather data. 4. **Document Analysis.** Collecting and analyzing data from print documents and electronic records to conclude. *** **References:** Bloomberg. (2024). AT&T Services Inc. Hoover, L. (2021). *5 Qualitative Research Designs and Research Methods*. Schindler, P. (2022). *Business Research Methods* (14th ed.). McGraw Hill. Voxco. (2021). *Are Surveys Qualitative or Quantitative Research?* ***