8-1 Chapter 8 Qualitative Research

8-2 Learning Objectives Understand... how qualitative methodologies differ from quantitative methodologies the controversy surrounding qualitative research the types of decisions that use qualitative methodologies the different qualitative research methodologies

8-3 The Importance of Qualitative Research “Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Jerry Zaltman

8-4 Qualitative Research in the Research Process Data AnalysisData Collection

8-5 Focus Groups Qualitative Research Ethnography Observation Data Collection Techniques Data Collection Techniques IDIs Case Studies Action Research Grounded Theory Group Interviews

8-6 Why we use qualitative research “Polls and focus groups do a good job on issues where people have made up their minds, but there are a number of gridlock issues laden with complex trade-offs that people haven’t thought out.” Daniel Yankelovich Creator of Yankelovich Monitor and ViewPoint Learning

8-7 Qualitative Research Trace Evidence Artifacts Other Techniques Other Techniques Behavioral Observations Content Analysis Debriefings

8-8 Uses of Qualitative Research for Business Market Segmentation Advertising Concept Development New Product Development Sales Analysis Sales Development Productivity Enhancement Benefits Management Package Design Brand Image Positioning Retail Design Process Understanding

8-9 Data Sources People Organizations Texts Environments Events and happenings Artifacts/ media products

8-10 The Roots of Qualitative Research Psychology Anthropology Communication Sociology Semiotics Economics Qualitative Research

8-11 Distinction between Qualitative & Quantitative Theory Testing Theory Building

Authored by David McHugh Common Contrasts Between Quantitative and Qualitative Research Table 16.1

8-13 Qualitative Understanding Interpretation Exhibit 8-2 Focus of Research Quantitative Description Explanation

8-14 Exhibit 8-2 Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled

8-15 Exhibit 8-2 Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample

8-16 Exhibit 8-2 Research Design Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method

8-17 Exhibit 8-2 Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes

8-18 Exhibit 8-2 Data Analysis Qualitative Nonquantitative; human Judgment mixed with fact Emphasis on themes Quantitative Computerized analysis Facts distinguished Emphasis on counts

8-19 Exhibit 8-2 Turnaround Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry

8-20 Exhibit 8-3 Qualitative Research and the Research Process

8-21 Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Construct a story Draw pictures

8-22 Exhibit 8-4 Formulating the Qualitative Research Question

8-23 Choosing a Qualitative Method Types of participants Researcher characteristics Researcher characteristics Factors Schedule Budget Topics Project’s purpose

8-24 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

8-25 Qualitative Sampling General sampling rule: You should keep conducting interviews until no new insights are gained.

8-26 Exhibit 8-6 The Interview Question Hierarchy

8-27 Interviewer Responsibilities Recommends topics and questions Controls interview Plans location and facilities Proposes criteria for drawing sample Writes screener Recruits participants Develops pretasking activities Prepares research tools Supervises transcription Helps analyze data Draws insights Writes report

8-28 Exhibit 8-7 What’s Included in a Recruitment Screener? Heading Screening requirements Identity information Introduction Security questions Demographic questions Product/ brand usage/ purchase questions Lifestyle questions Attitudinal and knowledge questions Articulation and creative questions Offer/ Termination

8-29 Interview Formats Unstructured Semi-structured Structured

8-30 Requirements for Unstructured Interviews Distinctions Developed dialog Interviewer skill Probe for answers Interviewer creativity

8-31 The Interview Mode GroupIndividual

8-32 Exhibit 8-5 IDI vs Group Individual InterviewGroup Interview Research Objective Explore life of individual in depth Create case histories through repeated interviews over time Test a survey Orient the researcher to a field of inquiry and the language of the field Explore a range of attitudes, opinions, and behaviors Observe a process of consensus and disagreement Topic Concerns Detailed individual experiences, choices, biographies Sensitive issues that might provoke anxiety Issues of public interest or common concern Issues where little is known or of a hypothetical nature Participants Time-pressed participants or those difficult to recruit (e.g., elite or high-status participants) Participants with sufficient language skills (e.g., those older than seven) Participants whose distinctions would inhibit participation Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues

8-33 Exhibit 8-8 Types of Research using IDIs Cultural interviews Sequential interviewing Sequential interviewing Types Life histories Critical incident techniques Oral histories Ethnography

8-34 Projective Techniques Sensory sorts Semantic Mapping Semantic Mapping Data Collection Techniques Data Collection Techniques Sentence Completion Cartoons Thematic Apperception Laddering Association Component Sorts Imagination Exercises Imagination Exercises

8-35 Group Interviews Dyads Triads Mini-Groups Small Groups (Focus Group) Supergroups

8-36 Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Homogeneity Level of distinction

8-37 Group Interview Modes Telephone Online Videoconference Face-to-Face

8-38 Combining Qualitative Methodologies Action ResearchCase Study

8-39 Merging Qualitative and Quantitative Conduct studies simultaneously Perform series: Qualitative, Quantitative, Qualitative Ongoing qualitative with multiple waves of quantitative Quantitative precedes Qualitative

8-40 Dynamic Survey wins AMA EXPLOR Award

8-41 Key Terms Action research Case study CAPI Content analysis Creativity session Ethnography Focus groups Group interview IDI –Convergent interviewing –Critical incident technique –Cultural interviews –Grounded theory –Life histories –Oral history –Sequential interviewing Interview

8-42 Key Terms (cont.) Interview guide Moderator Non-probability sampling Pretasking Probability sampling Projective techniques –Cartoons –Component sorts –Imagination exercises –Laddering –Semantic mapping –Brand mapping –Sensory sorts –Sentence completion –Thematic Apperception Test –Word or picture association

8-43 Key Terms Qualitative research Quantitative research Recruitment screener Triangulation