chapter 7: qualitative research tools. what is qualitative business research ? research that address...
TRANSCRIPT
What is Qualitative Business Research ?
Research that address business objectives through techniques that allow the researcher to provide elaborate interpretations of phenomena without depending on numerical measurement; its focus is on discovering true inner meanings and new insights.
Uses of Qualitative Research
Generally, the less specific the research objectives, the more likely that qualitative research tools will be appropriate.
When the emphasis is on a deeper understanding of innovations or developing novel concepts, qualitative research is very appropriate.
How a phenomenon occurs in a natural setting
Quantitative ResearchBusiness research that addresses research objectives through empirical assessment that involve numerical measurement and analysis.
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
Exploratory Research
• Initial research conducted to clarify and define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
Orientation to Qualitative Research
Phenomenology -Originating in philosophy and psychology
Ethnography - Originating in Anthropology
Grounded Theory - Originating in sociology
Case Studies - Originating in psychology and in business
Case Study Method
• Case studies refer to the documented history of a particular person, group, organization or event.
• Intensely investigates one or a few situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation
Common Techniques Used in Qualitative Research
• Focus group• Depth Interviews• Conversation• Semi-structured Interview• Word association / Sentence completion• Observation • Projective Techniques• Thematic Apperception Test (T.A.T)
Focus Group Interviews
• Unstructured• Free flowing• Group interview• Start with broad topic
and focus in on specific issues
• Led by a trained moderator who follows a flexible format encouraging dialog among respondents.
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
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 difficult
“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”
--Oscar Wilde
Depth interviews
• A one-one-one interview between a professional researcher and a respondent conducted about some relevant business or social topic.
Conversations
• An informal data gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter.
Word Association/ Free-association
• Subject is presented with a list of words
• Asked to respond with first word that comes to mind
• Or, respondents view an ambiguous figure and are asked to say the first thing that comes to their mind.
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____________________
Projective Techniques
• Word association tests
• Sentence completion method
• Third-person technique
• Role playing
• T.A.T.
• Picture frustration version of T.A.T.
Observation
• Can be a very important qualitative tool
• It is keenly advantageous for gaining insight into things that respondents can not or will not verbalize.
Random Sampling Error
• A statistical fluctuation that occurs because of change variation in the elements selected for the sample
Systematic Error
• Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
Sample Bias
• Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter
Respondent Error
• A classification of sample bias resulting from some respondent action or inaction
• Nonresponse bias
• Response bias
Nonresponse Error
• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias• Over-represents extreme positions
• Under-represents indifference
Responsebias
Unconsciousmisrepresentation
Deliberatefalsification
Tree Diagram of Total Survey Error
Response Bias
• A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
Acquiescence Bias
• A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
Extremity Bias
• A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.
Interviewer Bias
• A response bias that occurs because the presence of the interviewer influences answers.
Auspices Bias
• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
Social Desirability Bias
• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Administrative Error
• Improper administration of the research task
• Blunders• Confusion• Neglect• Omission
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
Administrative Error
• Interviewer cheating - filling in fake answers or falsifying interviewers
• Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.
• Sample selection error -improper sample design or sampling procedure execution.
• Interviewer error - field mistakes
M E TH O DO F
C O M M U N IC A TIO N
S TR U C TU R E DA N D D IS Q U IS E D
Q U E S TIO N S
TE M P O R A LC L A S S IF IC A TIO N S
C L A S S IF Y IN GS U R V E Y
R E S E A R C HM E TH O D S
Structured Unstructured
Undisguised
Disguised
Example:
Typical descriptive surveywith straight-forward, structured questions
Example:
Survey with open-endedquestions to discover “new”answers or focus group interview
Example:
Survey interview to measurebrand A’s image versuscompetitive brands’ images or brand recall (unaided recall)
Example:
Projection techniques usedmostly for exploratory research
Classifying Surveys by Degree of Structure and Degree of Disguise
Cross-Sectional Study
• A study in which various segments of a population are sampled
• Data are collected at a single moment in time.
Longitudinal Study
• A survey of respondents at different times, thus allowing analysis of changes over time.
• Tracking study – use successive samples, compare trends and identify changes in variables such as consumer satisfaction
Consumer Panel
• A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
Total Quality Management and Customer Satisfaction Surveys
• Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.
Stages in Tracking Quality Improvement
CommitmentCommitmentand and ExplorationExploration
Bench-Bench-markingmarking
InitialInitialqualityqualityimprove-improve-mentment
ContinuousContinuousQualityQualityImprovementImprovement
Commitment and Exploration Stage
• Management makes a commitment to total quality assurance
• Business researchers explore external customers’ needs and problems.
• Business researchers explore internal customers’ needs, beliefs, and motivations.
Benchmarking Stage
• Research establishes quantitative measures as benchmarks or points of comparison
• Overall satisfaction and quality ratings of specific attributes
• Employees actual performance and perceptions
Initial Quality Improvement Stage
• Tracking wave 1 measures trends
• Establishes a quality improvement process within the organization.
• Translate quality issues into the internal vocabulary of the organization.
• Establish performance standards and expectations for improvement.
Continuous Quality Improvement
• Consists of many consecutive waves with the same purpose—to improve over the previous period.
• Quality improvement management continues.
Determinants of the Quality of Goods
• Performance
• Features
• Conformance with specifications
• Reliability
• Durability
• Serviceability
• Aesthetic design