Chapter 7Chapter 7

Qualitative ResearchQualitative Research

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

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Learning ObjectivesLearning 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.

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Web as a SourceWeb as a Source

“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

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PulsePoint: PulsePoint: Research RevelationResearch Revelation

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.

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Qualitative Research Qualitative Research and the Research Processand the Research Process

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Focus Groups

Qualitative ResearchQualitative Research

EthnographyEthnography

ObservationObservationData

CollectionTechniques

Data Collection

Techniques

IDIsIDIs

Case Studies

Action Research

Grounded Theory

GroupInterviews

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Why Use Qualitative Research?Why Use 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.”

Gerald Zaltman Emeritus Professor, Harvard

Creator, Zmet technique

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Qualitative ResearchQualitative Research

Trace Evidence

Trace Evidence

ArtifactsArtifacts

OtherTechniques

OtherTechniques

Behavioral ObservationsBehavioral

Observations

Textual Analysis

Debriefings

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Qualitative Research in Qualitative Research in BusinessBusiness

Job Analysis

Advertising Concept Development

Productivity Enhancement

New Product Development

Benefits Management

Retail Design

Process Understanding

Union Representation

Market Segmentation

Sales Analysis

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Data SourcesData Sources

PeoplePeople

OrganizationsOrganizationsTextsTexts

EnvironmentsEnvironments

Events and happeningsEvents and happenings

Artifacts/ media products

Artifacts/ media products

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The Roots of The Roots of Qualitative ResearchQualitative Research

Psychology

Anthropology

Communication

SociologySemiotics

Economics

Qualitative Research

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Distinction between Distinction between Qualitative & QuantitativeQualitative & Quantitative

Theory Testing

Theory Building

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Qualitative

Understanding

Interpretation

Focus of ResearchFocus of Research

Quantitative

Description

Explanation

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Researcher InvolvementResearcher Involvement

Qualitative

High

Participation-based

Quantitative

Limited

Controlled

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Research DesignResearch Design

Qualitative

Longitudinal

Multi-method

QuantitativeCross-sectional or

longitudinalSingle method

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Sample Design and SizeSample Design and Size

QualitativeNon-probability

PurposiveSmall sample

QuantitativeProbability

Large sample

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Data Type and PreparationData Type and Preparation

QualitativeVerbal or pictorialReduced to verbal

codes

QuantitativeVerbal descriptionsReduced to numeric

codes

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TurnaroundTurnaround

Qualitative•Shorter turnaround possible

•Insight development ongoing

Quantitative•May be time-consuming•Insight development follows data entry

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Data AnalysisData Analysis

Qualitative•Nonquantitative; •Human judgment mixed with fact•Emphasis on themes

Quantitative•Computerized analysis•Facts distinguished•Emphasis on counts

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Qualitative Research Qualitative Research and the Research Processand the Research Process

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Pretasking ActivitiesPretasking Activities

Use product in homeUse product in home

Bring visual stimuliBring visual stimuli

Create collageCreate collage

Keep diariesKeep diaries

Construct a storyConstruct a story

Draw picturesDraw pictures

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Formulating the Qualitative Formulating the Qualitative Research QuestionResearch Question

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Choosing theChoosing theQualitative MethodQualitative Method

Types of participants

Types of participants

Researcher characteristics

Researcher characteristics

FactorsFactors

ScheduleSchedule

Budget

Topics

Project’s purpose

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NonProbability Sampling NonProbability Sampling

PurposiveSampling

SnowballSampling

Convenience Sampling

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Qualitative Sampling Qualitative Sampling

General sampling rule:

Keep conducting interviews until no new insights are gained.

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The Interview Question The Interview Question HierarchyHierarchy

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Interviewer ResponsibilitiesInterviewer 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

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Elements of a Recruitment Elements of a Recruitment ScreenerScreener

• Heading

• Screening requirements

• Identity information

• Introduction

• Security questions

• Demographic questions

• Behavior questions

• Lifestyle questions

• Attitudinal and knowledge questions

• Articulation and creative questions

• Offer/ Termination

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Interview FormatsInterview Formats

Unstructured

Semi-structured

Structured

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Requirements for Requirements for Unstructured InterviewsUnstructured Interviews

Distinctions

Developed dialog

Interviewer skill

Probe foranswers

Interviewer creativity

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The Interview ModeThe Interview Mode

GroupIndividual

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IDI vs GroupIDI 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

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Research Using IDIsResearch Using IDIs

Cultural interviewsCultural

interviews

Sequential interviewingSequential

interviewingTypesTypes

Life historiesLife histories

Critical incident

techniques

Oral histories

EthnographyEthnography

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Projective TechniquesProjective Techniques

Data Collection

Techniques

Data Collection

Techniques

LadderingLaddering AssociationAssociation

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Projective TechniquesProjective Techniques

Anderson Analytics uses a cast of characters during interviewing.

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Group InterviewsGroup Interviews

•Mini-Groups–Dyads–Triads

•Small Groups –Focus Groups

•Supergroups

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Determining the Number of Determining the Number of GroupsGroups

ScopeScope

Number of distinct segmentsNumber of distinct segments

Desired number of ideasDesired number of ideas

Desired level of detailDesired level of detail

HomogeneityHomogeneity

Level of distinctionLevel of distinction

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Group Interview ModesGroup Interview Modes

Telephone

Online

Videoconference

Face-to-Face

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Combining Qualitative Combining Qualitative MethodologiesMethodologies

Action ResearchCase Study

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Triangulation: Merging Triangulation: Merging Qualitative and QuantitativeQualitative and Quantitative

Conduct studies simultaneously

Perform series:Qualitative,

Quantitative, Qualitative

Ongoing qualitative with multiple waves

of quantitative

Quantitative precedes Qualitative

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Key TermsKey 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

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Key Terms (cont.)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