Research Methodology

Lecture : Qualitative Research (Ch.7)

Prof. Dr. Raghda El Ebrashi

Associate Professor of Strategic Management
Head of the Management & Organization Department
Learning Objectives
 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.
Pull Quote
“Sometimes people are layered. There’s
something totally different underneath than
what’s on the surface . . . like pie.”

Joss Whedon,
author and screenwriter
Qualitative Research
and the Research Process
 Field Research
Qualitative Research Quantitative Research

 Exploratory research.  Correlational or Causal

 Aims to achieve an in- research.
depth understanding of a  Attempts precise
situation, phenomena, measurement of
behaviors, feelings, something. It measures
emotions, motivations, behaviors, knowledge,
perceptions, and others. opinions, or attitudes.
 It answer questions
related to how much, how
often, how many, when,
and who.
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 Group
Focus Groups
Interviews

In-depth
Observation
Data Interviews
Collection
Ethnography Techniques Case Studies

Grounded
Action Research
Theory
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Data Sources

 People
 Organizations
 Texts
 Environments
 Events and happenings
 Artifacts/ media products

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

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 The Roots of Qualitative
Research
Qualitative
Research

Economics

Psychology Sociology
Semiotics

Anthropology

Communication
Qualitative Vs. Quantitative Research

Theory Theory
Vs.
Building Testing

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 Qualitative Vs. Quantitative Research
Focus of Research

Qualitative Quantitative
 Understanding  Description
 Interpretation  Explanation
 Qualitative Vs. Quantitative Research
Researcher Involvement

Qualitative Quantitative
 High  Limited
 Participation-based  Controlled
 Qualitative Vs. Quantitative Research
Time Duration

Qualitative Quantitative
 Longitudinal  Cross-sectional or
longitudinal
 Multi-method
 Single method
 Qualitative Vs. Quantitative Research
Sample Design and Size

Qualitative Quantitative
 Non-probability  Probability
 Purposive  Large sample
 Small sample
 Qualitative Vs. Quantitative Research
Data Type and Preparation

Qualitative Quantitative
 Verbal or pictorial  Verbal descriptions
 Reduced to verbal  Reduced to numeric
codes codes
 Qualitative Vs. Quantitative Research
Turnaround
Qualitative Quantitative
 Shorter turnaround possible  May be time-consuming
 Insight development ongoing  Insight development follows data entry
 Qualitative Vs. Quantitative Research
Data Analysis
Qualitative
 Non-quantitative
 Human judgment mixed
with fact
 Emphasis on themes

Quantitative
 Computerized analysis
 Facts distinguished
 Emphasis on counts
Qualitative Research
and the Research Process
Pre-tasking Activities
 Much of qualitative research involves the deliberate
preparation of the participant, called pre-exercises
or pretasking.
 This step is important due to the desire to extract
detail and meaning from the participant.
 A variety of creative and mental exercises draw
participants’ understanding of their own thought
processes and ideas to the surface.
 Example: people were asked to bring pictures from
magazines that would reflect their ideal home
interior design, spaces as well as furniture and
interior design elements to architectural elements.
Pre-tasking Activities
Use product in home

Bring visual stimuli

Create collage

Keep diaries

Draw pictures

Construct a story
Formulating the
Qualitative Research
Question
 Choosing the Qualitative Method

Project’s purpose

Researcher
Schedule
characteristics
Factors

Types of
participants Budget

Topics
 Interviewer Responsibilities

 Recommends topics and  Develops pretasking

questions
 Controls interview
 Plans location and facilities
 Proposes criteria for
drawing sample
 Writes screener
 Recruits participants
activities
 Prepares research tools
 Supervises transcription
 Helps analyze data
 Draws insights
 Writes report
Interview Formats

Unstructured Semi-structured Structured

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Requirements for Unstructured Interview

Developed dialog

Probe for Distinctions Interviewer

answers creativity

Interviewer skill
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 Individual vs Group Interview
Individual Interview
• Explore life of individual in depth
Objective • Create case histories through
Research
repeated interviews over time
• Test a survey
• Detailed individual experiences,
Concerns
choices, biographies
Topic
• Sensitive issues that might
provoke anxiety
• Time-pressed participants or
those difficult to recruit (e.g., elite
Participants
or high-status participants)
• Participants with sufficient
language skills (e.g., those older
than seven)
• Participants whose distinctions
would inhibit participation
Group Interview
• 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
• Issues of public interest or common
concern
• Issues where little is known or of a
hypothetical nature
• 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
 Determining the Number of Groups

Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Level of distinction

Homogeneity
 Group Interview Modes

 Face-to-Face
 Telephone
 Online
 Videoconference
Triangulation Strategies:
Merging Qualitative and Quantitative

Triangulation is the combining of Ongoing qualitative

Conduct studies
several qualitative methods or combining with multiple waves
qualitative with quantitative methods simultaneously
of quantitative

Perform series:
Quantitative is
Qualitative,
Preceded by
Quantitative,
Qualitative
Qualitative
 Sources of Error

Error
Sources

Measurement
Participant
Questions

Interviewer

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 Sources of Error

Management Interviewer Participant

Questions Error Error

 Select or craft  Participant  Participation-based

inappropriate questions. cooperation. errors (willingness).
 Ask them in  Record answers  Response-based
inappropriate order. accurately or errors (incomplete
 Use inappropriate completely. answers or wrong
transitions and  Interview procedures. answers).
instructions to illicit  Interview
information. environment.
 Influence behavior.
 Physical presence
bias.

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Thank You!

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