3 qualitative research in business & data analysis dr. holloman
DESCRIPTION
TRANSCRIPT
![Page 1: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/1.jpg)
Chapter 7
•Qualitative Research
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
![Page 2: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/2.jpg)
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.
7-2
![Page 3: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/3.jpg)
Web as a Source
7-3
“It is better to think of the Web . . . as the sounds
of independent voices, just like the street corner
soapbox preacher or that friend of yours who
always recommends the best books.”
David Meerman Scott
marketing strategist and author,
The New Rules of Marketing and PR
![Page 4: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/4.jpg)
PulsePoint:
Research Revelation
7-4
62 The percent of wealthy consumers
reporting that the state of the
economy has changed their view of
luxury purchases . . . that flaunting
luxury is insensitive.
![Page 5: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/5.jpg)
Qualitative Research
and the Research Process
7-5
![Page 6: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/6.jpg)
Qualitative Research
7-6
Focus Groups
Ethnography
Observation Data
Collection
Techniques
IDIs
Case Studies
Action
Research
Grounded
Theory
Group
Interviews
![Page 7: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/7.jpg)
Why Use Qualitative Research?
7-7
“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.”
Gerald Zaltman
Emeritus Professor, Harvard
Creator, Zmet technique
![Page 8: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/8.jpg)
Qualitative Research
7-8
Trace
Evidence
Artifacts
Other
Techniques
Behavioral
Observations
Textual Analysis
Debriefings
![Page 9: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/9.jpg)
Qualitative Research in Business
•Job Analysis
•Advertising Concept
Development
•Productivity Enhancement
•New Product
Development
•Benefits Management
•Retail Design
•Process Understanding
•Union Representation
•Market Segmentation
•Sales Analysis
7-9
![Page 10: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/10.jpg)
Data Sources
7-10
People
Organizations Texts
Environments
Events and
happenings
Artifacts/ media
products
![Page 11: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/11.jpg)
The Roots of
Qualitative Research
7-11
Psychology
Anthropology
Communication
Sociology Semiotics
Economics
Qualitative
Research
![Page 12: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/12.jpg)
Distinction between
Qualitative & Quantitative
7-12
Theory
Testing
Theory
Building
![Page 13: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/13.jpg)
Focus of Research
• Qualitative
• Understanding
• Interpretation
• Quantitative
• Description
• Explanation
7-13
![Page 14: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/14.jpg)
Researcher Involvement
•Qualitative
•High
•Participation-based
•Quantitative
•Limited
•Controlled
7-14
![Page 15: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/15.jpg)
Research Design
•Qualitative
•Longitudinal
•Multi-method
•Quantitative
•Cross-sectional or longitudinal
•Single method
7-15
![Page 16: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/16.jpg)
Sample Design and Size
•Qualitative
•Non-probability
•Purposive
•Small sample
•Quantitative
•Probability
•Large sample
7-16
![Page 17: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/17.jpg)
Data Type and Preparation
•Qualitative
•Verbal or pictorial
•Reduced to verbal codes
•Quantitative
•Verbal descriptions
•Reduced to numeric codes
7-17
![Page 18: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/18.jpg)
Turnaround
•Qualitative
• Shorter turnaround
possible
• Insight development
ongoing
•Quantitative
• May be time-consuming
• Insight development follows data entry
7-18
![Page 19: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/19.jpg)
Data Analysis
7-19
Qualitative
•Nonquantitative;
•Human judgment mixed
with fact
•Emphasis on themes
Quantitative
•Computerized analysis
•Facts distinguished
•Emphasis on counts
![Page 20: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/20.jpg)
Qualitative Research
and the Research Process
7-20
![Page 21: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/21.jpg)
Pretasking Activities
7-21
Use product in home
Bring visual stimuli
Create collage
Keep diaries
Construct a story
Draw pictures
![Page 22: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/22.jpg)
Formulating the Qualitative Research
Question
7-22
![Page 23: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/23.jpg)
Choosing the
Qualitative Method
7-23
Types of
participants
Researcher
characteristics
Factors
Schedule
Budget
Topics
Project’s
purpose
![Page 24: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/24.jpg)
NonProbability Sampling
7-24
Purposive
Sampling
Snowball
Sampling
Convenience
Sampling
![Page 25: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/25.jpg)
Qualitative Sampling
7-25
General sampling rule:
Keep conducting interviews until no
new insights are gained.
![Page 26: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/26.jpg)
The Interview Question Hierarchy
7-26
![Page 27: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/27.jpg)
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
7-27
![Page 28: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/28.jpg)
Elements of a Recruitment Screener
• Heading
• Screening
requirements
• Identity information
• Introduction
• Security questions
• Demographic
questions
• Behavior questions
• Lifestyle questions
• Attitudinal and
knowledge questions
• Articulation and
creative questions
• Offer/ Termination
7-28
![Page 29: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/29.jpg)
Interview Formats
7-29
Unstructured
Semi-structured
Structured
![Page 30: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/30.jpg)
Requirements for
Unstructured Interviews
7-30
Distinctions
Developed dialog
Interviewer skill
Probe for
answers
Interviewer
creativity
![Page 31: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/31.jpg)
The Interview Mode
7-31
Group Individual
![Page 32: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/32.jpg)
IDI vs Group
Individual Interview Group Interview • 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
• 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
• 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
7-32
Re
se
arc
h
Ob
jec
tive
To
pic
Co
nc
ern
s
Pa
rtic
ipa
nts
![Page 33: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/33.jpg)
Research Using IDIs
7-33
Cultural
interviews
Sequential
interviewing
Types
Life histories
Critical
incident
techniques
Oral histories
Ethnography
![Page 34: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/34.jpg)
Projective Techniques
7-34
MET
Sensory sorts
Semantic
Mapping Data
Collection
Techniques
Sentence
Completion
Cartoons
Thematic
Apperception
Laddering Association
Component
Sorts
Imagination
Exercises
![Page 35: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/35.jpg)
Projective Techniques
7-35
Anderson Analytics
uses a cast of
characters during
interviewing.
![Page 36: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/36.jpg)
Group Interviews
•Mini-Groups
–Dyads
–Triads
•Small Groups –Focus Groups
•Supergroups
7-36
![Page 37: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/37.jpg)
Determining the Number of
Groups
7-37
Scope
Number of distinct segments
Desired number of ideas
Desired level of detail
Homogeneity
Level of distinction
![Page 38: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/38.jpg)
Group Interview Modes
7-38
Telephone
Online
Videoconference
Face-to-Face
![Page 39: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/39.jpg)
Combining Qualitative Methodologies
7-39
Action Research Case Study
![Page 40: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/40.jpg)
Triangulation: Merging Qualitative and
Quantitative
7-40
Conduct studies
simultaneously
Perform series:
Qualitative,
Quantitative,
Qualitative
Ongoing qualitative
with multiple waves
of quantitative
Quantitative
precedes
Qualitative
![Page 41: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/41.jpg)
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
7-41
![Page 42: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/42.jpg)
Key Terms (cont.)
• Interview guide
• Moderator
• Non-probability sampling
• Pretasking
• Probability sampling
• Qualitative research
• Quantitative research
• Recruitment screener
• Triangulation
• Projective techniques
– Cartoons
– Component sorts
– Imagination exercises
– Laddering
– Metaphor Elicitation
Technique
– Semantic mapping
• Brand mapping
– Sensory sorts
– Sentence completion
– Thematic Apperception
Test
– Word or picture
association
7-42
![Page 43: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/43.jpg)
Chapter 8
•Observation Studies
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
![Page 44: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/44.jpg)
8-44
Learning Objectives
• Understand . . .
• When observation studies are most useful.
• Distinctions between monitoring. nonbehavioral
and behavioral activities
• Strengths of the observation approach in
research design.
• Weaknesses of the observation approach in
research design.
![Page 45: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/45.jpg)
8-45
Learning Objectives
• Understand . . .
• Three perspectives from which the observer-participant relationship may be viewed.
• Various designs of observation studies.
![Page 46: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/46.jpg)
8-46
How Our Brain Works
“Once a pattern becomes predictable, the
brain starts to ignore it. We get bored;
attention is a scare resource, so why waste
it on something that’s perfectly predictable.”
Jonah Lehrer
neuroscientist and author,
How We Decide
![Page 47: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/47.jpg)
8-47
PulsePoint:
Research Revelation
3 The number of minutes the average
cubicle dweller works before being
interrupted by phone, e-mail, instant
message, or social networking activities.
![Page 48: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/48.jpg)
8-48
Observation and the Research
Process
![Page 49: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/49.jpg)
8-49
Selecting the
Data Collection Method
![Page 50: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/50.jpg)
8-50
Selecting an Observation
Data Collection Approach
![Page 51: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/51.jpg)
8-51
Research Design
How?
Where?
Task Details
What?
(event or time)
When?
Who?
![Page 52: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/52.jpg)
8-52
Observation Location
![Page 53: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/53.jpg)
8-53
Content of Observation
Factual Inferential • Introduction/identification of salesperson and
customer.
• Credibility of salesperson. Qualified status of
customer.
• Time and day of week. • Convenience for the customer. Welcoming
attitude of the customer
• Product presented. • Customer interest in product.
• Selling points presented per product. • Customer acceptance of selling points of product.
• Number of customer objections raised per
product.
• Customer concerns about features and benefits.
• Salesperson’s rebuttal of objection. • Effectiveness of salesperson’s rebuttal attempts.
• Salesperson’s attempt to restore controls. • Effectiveness of salesperson’s control attempt.
• Consequences for customer who prefers
interaction.
• Length of interview.
• Customer’s/salesperson’s degree of enthusiasm
for the interview.
• Environmental factors interfering with the
interview.
• Level of distraction for the customer.
• Customer purchase decision. • General evaluation of sale presentation skill.
![Page 54: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/54.jpg)
8-54
Data Collection
Watching
Listening
Touching
Smelling
Reading
![Page 55: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/55.jpg)
8-55
Using Observation
Systematic planning
Properly controlled
Consistently dependable
Accurate account of events
![Page 56: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/56.jpg)
8-56
Observation Classification
•Nonbehavioral
• Physical condition
analysis
• Process or Activity
analysis
• Record analysis
•Behavioral
• Nonverbal
• Linguistic
• Extralinguistic
• Spatial
![Page 57: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/57.jpg)
8-57
Selecting an Observation Data
Collection Approach …
Nonbehavioral
![Page 58: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/58.jpg)
8-58
Nonbehavioral Observation
Record
Analysis
Physical Condition
Analysis
Physical Process
Analysis
![Page 59: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/59.jpg)
8-59
Selecting an Observation
Data Collection Approach…
Behavioral
![Page 60: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/60.jpg)
8-60
Wal-Mart Implements
RFID Labels
![Page 61: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/61.jpg)
8-61
RFID Changes Monitoring
“We can certainly understand and appreciate
consumer concern about privacy. That’s why we
want our customers to know that RFID tags will
not contain nor collect any additional data about
our customers. In fact in the foreseeable future,
there won’t even be any RFID readers on our
stores’ main sales floors.”
Linda Dillman
EVP & Chief Information Officer
Wal-Mart
![Page 62: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/62.jpg)
8-62
Behavioral Observation
•“We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, ‘We love it, we just don’t eat the crust anymore.”
Tom Santor,
Donatos Pizza
![Page 63: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/63.jpg)
8-63
Systematic Observation
Encoding
observation
information
Structured
Systematic
Trained
observers
Standardized
procedures
Recording
schedules
![Page 64: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/64.jpg)
8-64
Flowchart for Observation
Checklist Design
![Page 65: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/65.jpg)
8-65
Mechanical/ Digital Behavioral
Observation
Eye camera
Pupilometer
Devices
Audio recorder
Video camera
Galvanometer
Tachistoscope
![Page 66: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/66.jpg)
8-66
SizeUSA
Body Measurement System
![Page 67: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/67.jpg)
8-67
Portable People Meters
![Page 68: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/68.jpg)
8-68
Observer-Participant Relationship
Direct vs. indirect
Known vs. unknown
Involved vs. uninvolved
![Page 69: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/69.jpg)
8-69
Extralinguistic Observation
Vocal
Temporal
Interaction
Verbal Stylistic
![Page 70: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/70.jpg)
8-70
Desired Characteristics for Observers
Concentration
Detail-oriented
Unobtrusive
Experience level
![Page 71: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/71.jpg)
8-71
Errors Introduced by Observers
Observer Drift Halo Effect
![Page 72: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/72.jpg)
8-72
Evaluation of
Behavioral Observation
•Strengths
• Securing information that
is otherwise unavailable
• Avoiding participant
filtering/ forgetting
• Securing environmental
context
• Optimizing naturalness
• Reducing obtrusiveness
•Weaknesses
• Enduring long periods
• Incurring higher expenses
• Having lower reliability of
inferences
• Quantifying data
• Keeping large records
• Being limited on
knowledge of cognitive
processes
![Page 73: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/73.jpg)
8-73
Key Terms
• Concealment
• Event sampling
• Halo effect
• Observation – Direct
– Extralinguistic
– Indirect
– Linguistic
– Nonverbal
– Participant
– Simple
– Spatial
– Systematic
![Page 74: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/74.jpg)
8-74
Key Terms
• Observation checklist
• Observer drift
• Physical condition
analysis
• Physical trace
• Process (activity)
analysis
• Reactivity response
• Record analysis
• Spatial Relationships
• Time sampling
• Unobtrusive measures
![Page 75: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/75.jpg)
Chapter 9
•Experiments
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
![Page 76: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/76.jpg)
9-76
Learning Objectives
• Understand . . .
• Uses for experimentation.
• Advantages and disadvantages of the experimental method.
• Seven steps of a well-planned experiment.
• Internal and external validity with experimental research designs.
• Three types of experimental designs and the variations of each.
![Page 77: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/77.jpg)
9-77
Experiments Challenge Perceptions
“There is no such thing as a failed
experiment, only experiments with
unexpected outcomes.”
Richard Buckminster Fuller,
engineer and architect
![Page 78: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/78.jpg)
9-78
PulsePoint:
Research Revelation
45 The percent of smartphone users who
check their e-mail before they get
dressed.
![Page 79: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/79.jpg)
9-79
Causal Evidence
Agreement between
IVs and DVs
Time order of occurrence
Extraneous variables
did not influence DVs
![Page 80: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/80.jpg)
9-80
Causal Evidence?
![Page 81: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/81.jpg)
9-81
Evaluation of Experiments
•Advantages
• Ability to manipulate IV
• Use of control group
• Control of extraneous
variables
• Replication possible
• Field experiments
possible
•Disadvantages
• Artificiality of labs
• Non-representative
sample
• Expense
• Focus on present and
immediate future
• Ethical limitations
![Page 82: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/82.jpg)
9-82
Experimentation in the Research
Process
![Page 83: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/83.jpg)
9-83
Conducting an Experiment
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data
Specify treatment variables
![Page 84: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/84.jpg)
9-84
Experiment: Placement of Benefits
Module
![Page 85: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/85.jpg)
9-85
Selecting and Assigning Participants
Random
assignment Matching
![Page 86: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/86.jpg)
9-86
Random Assignment
![Page 87: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/87.jpg)
9-87
Quota Matrix Example
![Page 88: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/88.jpg)
9-88
Measurement Options
Scaling
techniques
Physiological
measures
Options
Paper-and-
pencil tests
Observation
Self-
administered
instruments
![Page 89: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/89.jpg)
9-89
Validity in Experimentation
External Internal
![Page 90: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/90.jpg)
9-90
Threats to Internal Validity
Threats
Maturation History
Testing
Instrumentation
Selection
Statistical
regression
Experimental
mortality
![Page 91: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/91.jpg)
9-91
Additional Threats to Internal
Validity
Diffusion of treatment
Compensatory equalization
Compensatory rivalry
Resentful disadvantaged
Local history
![Page 92: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/92.jpg)
9-92
Threats to External Validity
Reactivity of
testing on X
Interaction of
selection and X
Other
reactive factors
![Page 93: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/93.jpg)
9-93
Experiments Challenge Perceptions
“We need to keep an open mind and approach
life as a series of experiments. We need to
observe the experiments happening around us
and create new ones. Instead of accepting the
world as we think it is, we need to keep testing it
to find out what it is and what works.”
Jerry Wind
Wharton School of Business,
University of Pennsylvania
![Page 94: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/94.jpg)
9-94
Experimental Research Designs
Pre-experiments
True experiments
Field experiments
![Page 95: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/95.jpg)
9-95
After-Only Case Study
X O
Pre-experiment
![Page 96: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/96.jpg)
9-96
One Group Pretest-Posttest
O1 X O2
Pre-experiment
![Page 97: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/97.jpg)
9-97
Static Group Comparison
X O1
O2
Pre-experiment
![Page 98: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/98.jpg)
9-98
Pretest-Posttest Control Group
Design
R O1 X O2
R O3 O4
True experiment
![Page 99: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/99.jpg)
9-99
Posttest-Only
with Control Group
True experiment
R X O1
R O2
![Page 100: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/100.jpg)
9-100
Nonequivalent Control Group
Design
O1 X O2
O3 O4
Field experiment
![Page 101: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/101.jpg)
9-101
Separate Sample
Pretest-Posttest
R O1 (X)
R X O2
Field experiment
![Page 102: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/102.jpg)
9-102
Group Time Series Design
R O1 O2 O3 X O4 O5 O6
R O7 O8 O9 O10 O11 O12
Field experiment
![Page 103: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/103.jpg)
9-103
Job Enrichment
Quasi-Experiment
![Page 104: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/104.jpg)
9-104
Experiment:
Refining Store Design
![Page 105: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/105.jpg)
9-105
Experiment:
The Right Size of Flavor
![Page 106: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/106.jpg)
9-106
Key Terms
• Blind
• Control group
• Controlled test
market
• Dependent variable
• Double-blind
• Environmental
control
• Experiment
• Experimental
treatment
• External validity
• Field experiment
• Hypothesis
• Independent variable
• Internal validity
![Page 107: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/107.jpg)
9-107
Key Terms
• Matching
• Operationalized
• Quota matrix
• Random assignment
• Replication
• Test market
– Electronic test market
– Simulated test market
– Standard test market
– Virtual test market
• Treatment levels
• Web-enabled test
market
![Page 108: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/108.jpg)
Appendix 9b
•Test Markets
9-108
![Page 109: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/109.jpg)
9-109
Test Market Selection
Isolation
Control of
distribution
Criteria
Representative
Over-testing
Media
coverage
Multiple
locations
![Page 110: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/110.jpg)
9-110
Types of Test Markets
Standard
Controlled
Electronic
Simulated
Virtual
Web-enabled
![Page 111: 3 qualitative research in business & data analysis dr. holloman](https://reader034.vdocument.in/reader034/viewer/2022051610/5497beffac79591d2e8b540c/html5/thumbnails/111.jpg)
9-111
Test Market Cities