Business Research Methods - Chapter 7 Qualitative Research Tools PDF

Business Research Methods William G. Zikmund Chapter 7: Qualitative Research Tools  After studying this chapter, you should be able to 1. List and understand the differences between qualitative research and quantitative research 2. Describe the basic qualitativ...

Business Research Methods William G. Zikmund Chapter 7: Qualitative Research Tools  After studying this chapter, you should be able to 1. List and understand the differences between qualitative research and quantitative research 2. Describe the basic qualitative research orientations 3. Prepare a focus group interview outline 4. Recognize common qualitative research tools and know the advantages and limitations of their use  Qualitative versus Quantitative Research Purpose – Exploratory versus descriptive and conclusive Small versus large samples Broad range of questioning versus structured questions Subjective interpretation versus statistical analysis Qualitative versus Quantitative Research  Orientations to Qualitative Research Phenomenology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live. The phenomenological researcher focuses on how a person’s behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situations. Phenomenological inquiry seeks to describe, reflect upon, and interpret experiences. As an approach, the research respondent is asked to tell a story about some experience. In addition, the researcher must do everything possible to make sure a respondent is comfortable telling his or her story.  Orientations to Qualitative Research Ethnography represents ways of studying cultures through methods that involve becoming highly active within that culture. Participant-observation typifies an ethnographic research approach. Participant observation means the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations. A culture can be either a broad culture, like American culture, or a narrow culture, like urban gangs, Harley-Davidson owners, or skateboarding enthusiasts. For instance, a researcher investigating the ethical behavior of salespeople may have difficulty getting a car salesperson to reveal any potentially deceptive sales tactics in a traditional interview.  Orientations to Qualitative Research Case studies simply refer to the documented history of a particular person, group, organization, or event. Typically, a case study may describe the events of a specific company as it faces an important decision or situation, such as introducing a new product or dealing with some management crisis. Common Techniques Used in Qualitative Research Focus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues  Group Composition 6 to 10 people Relatively homogeneous Similar lifestyles and experiences  Outline for a Focus Group Establish a rapport Begin with broad topic Focus in on specific topic Generate discussion and interaction  The Moderator Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak  The Focus Group Moderator Maintains loose control and focuses discussion Stimulates spontaneous responses  Advantages of Online Focus Groups Fast Inexpensive Bring together many participants from wide-spread geographical areas Respondent anonymity Transcript automatically recorded  Disadvantages of Online Focus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and body language Moderator’s job is different  Depth Interviews A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic. Laddering is a term used for a particular approach to probing, asking respondents to compare differences between brands at different levels. What usually results is that the first distinctions are attribute-level distinctions, the second are benefit- level distinctions, and the third are at the value or motivation level.  OBSERVATION The participant-observer approach typifies how observation can be used to explore various issues. Meaning is extracted from field notes. Field notes are the researchers’ descriptions of what actually happens in the field. These notes then become the text from which meaning is extracted. Observation may also take place in visual form. Researchers may observe employees in their workplace, consumers in their home, or try to gain knowledge from photographic records of one type or another.  Free-Association/Sentence Completion Method Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind  Word Association Examples GREEN Money Lawn Eggs and Ham  Word Association Examples CHEESE Kraft Cheddar Goat  Sentence Completion People who drink beer are ______________________ A man who drinks light beer is ___________________ Imported beer is most liked by ___________________ A woman will drink beer when____________________ Thematic Apperception Test [T.A.T.] A test that presents subjects with an ambiguous picture(s) in which consumers and products are the center of attention; the investigator asks the subject to tell what is happening in the picture(s) now and what might happen next.  1) Data reduction – Select which aspects of the data are to be emphasized, minimized, or set aside for the project at hand. 2) Data display – Develop a visual Analysis of interpretation of the data with the use of such tools as a diagram, chart, or Qualitative matrix. The display helps to illuminate Data patterns and interrelationships in the data. 3) Conclusion drawing and verification – Consider the meaning of analyzed data and assess its implications for the research question at hand. 2-23  It is important to be aware of the specific things that various computer programs can do for you. These include: [NL][TTL]Coding. Programs can Analysis of help you segment or “chunk” your Qualitative data and assign codes to key words or to “chunks.” Data Memoing/Annotation. Programs can allow you to make side notes that correspond to sections of your data. These side notes can help to provide meaning to the data. 2-24  Data Linking. Programs can help you keep track of relationships between different parts of the database, including your transcripts, codes, and memos. Analysis Search and Retrieval. Programs can allow you to search for of specific words or strings of words using Boolean requests. Qualitati Conceptual/Theory Development. Programs can ve Data help you develop a theory with the use of rule-based hypothesis testing or by building semantic networks. 2-25  Data Display. Programs can show results onscreen or even with split screens. Graphics Editing. Programs can help you create and edit networks composed of nodes connected by links. Analysis of Some of the most popular software Qualitative packages are XSight and NVivo ([URL]www.qsrinternational.com), Data ATLAS.ti ([URL]www.atlasti.com), CATPACII ([URL] www.terraresearch.com), and Ethnograph ([URL]www.qualisresearch.com). These Web sites offer information about the software packages and also sample demonstration copies. 2-26