Chapter 7

Qualitative
Research

McGraw-Hill/Irwin
Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
 7-2

Qualitative Research

Group
Focus Groups
Interviews

Observation
Observation IDIs
IDIs
Data
Data
Collection
Collection
Ethnography
Ethnography
Techniques
Techniques Case Studies

Action Grounded
Research Theory
 7-3

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.”

Jerry Zaltman
 7-4

Qualitative Research in Business

• Job Analysis • Retail Design

• Advertising Concept • Process
Development Understanding
• Productivity • Union
Enhancement Representation
• New Product • Market
Development Segmentation
• Benefits Management • Sales Analysis
 7-5

Data Sources

People
People

Organizations
Organizations
Texts
Texts

Environments
Environments

Artifacts/
Artifacts/ media
media
products
products
Events
Events and
and
happenings
happenings
 7-6

The Roots of Qualitative Research

Qualitative
Research

Economics

Psychology
Sociology
Semiotics

Anthropology

Communication
 7-7
Distinction between
Qualitative & Quantitative

Theory Theory
Building Testing
 7-8

Focus of Research

Qualitative
• Understanding
• Interpretation

Quantitative
• Description
• Explanation
 7-9

Researcher Involvement

Qualitative
• High
• Participation-based

Quantitative
• Limited
• Controlled
 7-10

Research Design

Qualitative
• Longitudinal
• Multi-method

Quantitative
• Cross-sectional or
longitudinal
• Single method
 7-11

Sample Design and Size

Qualitative
• Non-probability
• Purposive
• Small sample

Quantitative
• Probability
• Large sample
 7-12

Data Type and Preparation

Qualitative
• Verbal or pictorial
• Reduced to verbal
codes

Quantitative
• Verbal descriptions
• Reduced to numeric
codes
 7-13

Turnaround

Qualitative
• Shorter turnaround
possible
• Insight development
ongoing

Quantitative
• May be time-consuming
• Insight development
follows data entry
 7-14

Data Analysis

Qualitative
• Nonquantitative; human
• Judgment mixed with fact
• Emphasis on themes

Quantitative
• Computerized analysis
• Facts distinguished
• Emphasis on counts
 7-15

Choosing a Qualitative Method

Project’s
purpose

Researcher
Researcher Schedule
Schedule
characteristics
characteristics
Factors
Factors
Types
Types of
of
participants Budget
participants

Topics
 7-16

NonProbability Sampling

Purposive Snowball Convenience

Sampling Sampling Sampling
 7-17

The Interview Question Hierarchy

 7-18

Interview Formats

Unstructured

Semi-structured

Structured
 7-19

The Interview Mode

Individual Group
 7-20

Group Interviews

• Dyads
• Triads
• Mini-Groups
• Small Groups
(Focus Group)
• Supergroups
 7-21

Determining the Number of Groups

Scope
Scope

Number
Number of
of distinct
distinct segments
segments

Desired
Desired number
number of
of ideas
ideas

Desired
Desired level
level of
of detail
detail

Level
Level of
of distinction
distinction

Homogeneity
Homogeneity
 7-22

Group Interview Modes

Face-to-Face

Telephone

Online

Videoconference
 7-23

Combining Qualitative Methodologies

Case Study Action Research

 7-24
Triangulation:
Merging Qualitative and Quantitative

Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative

Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative