10: Analyzing and Reporting Qualitative Research

10-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Characteristics of Qualitative Data Analysis  Data is textual (or visual)  Goal is understanding  Analyses are on-going and iterative  Member checking (confirmation with respondents) is sometimes used  Approach is inductive

10-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Data Reduction Data reduction is a data “sorting” process useful in developing theories and conclusions about the data.

10-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Data Reduction  Categorization  Coding  Comparison  Integration and theory building  Iteration and negative case analysis  Tabulation Initial Code Sheet

10-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Coding in the Margins

10-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Tabulation

10-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Relationships between Categories

10-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Emic Validity Emic validity is an attribute of qualitative research that affirms that the key members within a culture or subculture agree with the findings of a research report

10-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Cross-researcher reliability Cross-researcher reliability is the degree of similarity in the coding of the same data by different researchers (assessed through “Triangulation”)

10-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Triangulation Methods  Multiple methods of data collection and analysis  Multiple data sets  Multiple researchers analyzing data (test for “Inter-judge Agreement”)  Data collection in multiple time periods  Selective breadth (i.e. diversity) in informants

10-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Research Credibility Issues  Salience of first impressions (primacy effects) or of observations of highly concrete or dramatic incidents (“availability”)  Confirmation Bias leads to overconfidence in confirming data and discounting / non-consideration of disconfirming data  Co-occurrences taken as correlations or even as causal relationships  Improperly generalizing the rate of occurrence from unrepresentative sample to the population (base-rate fallacy)  Not considering that some sources may be unreliable