Chapter 9 Flashcards
(22 cards)
What is member checking?
Asking key informants to read the researchers’ report to verify that the analysis is accurate.
What is thick description?
Thick description is a detailed way of **explaining people’s actions by including not just what they do, but also why they do it **and what it means to them.
in marketing, it helps researchers understand customer behavior on a deeper level by looking at emotions, culture, and the full context, not just the basic facts.
What does ethnographic mean?
A qualitative research method where the researcher immerses themselves in a natural setting to observe and understand people’s behaviors, cultures, and experiences.
Eg. Picking up peoples shopping behaviors at a mall
What is data reduction?
The categorization and coding of data that is part of the theory development process in quantitative data analysis.
Purpose: To condense large amounts of data into a more usable form without losing meaning.
What is categorization?
Placing portions of transcripts into similar groups based on their content.
Purpose: To identify patterns or common topics across different sources of data.
What is a codesheet?
A sheet of paper that lists the different themes or categories for a particular study.
What are codes?
Labels or numbers that are used to track categories in a qualitative study.
Example: If someone says, ‘I love how fast the service is,’ you might code that as ‘speed’ or give it a numeric code like 01.
What is comparison in qualitative analysis?
The process of developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants.
What is integration?
The process of moving from the identification of themes and categories to the development of theory.
Steps: Step one - categorization, Step two - comparison, Step three - integration.
What does recursive mean?
A relationship in which a variable can both cause and be caused by the same variable.
What is selective coding?
Building a storyline around one core category or theme; that the other categories will be related to or subsumed to this central overarching category.
What is iteration in qualitative analysis?
The process of going through your data multiple times, each time refining or adjusting your ideas, themes, or codes as new insights appear.
What is memoing?
Writing down thoughts as soon as possible after each interview, focus group, or site visit.
What is negative case analysis?
Intentionally seeking out data or examples that contradict or challenge the emerging themes, patterns, or theories in a qualitative study.
What is emic validity?
The extent to which the findings of a qualitative study are recognized as accurate and meaningful by members of the group or culture being studied.
What is cross-researcher reliability?
The degree of similarity in the coding of the same data by different researchers.
What is credibility in qualitative research?
The degree of rigor, believability, and trustworthiness established by qualitative research.
What is triangulation?
Addressing the topic analysis from multiple perspectives, including using multiple methods of data collection and analysis.
What is peer review?
A process in which external qualitative methodology or topic area specialists are asked to review the research analysis.
What does verbatim mean in research?
Quotes from research participants that are used in research reports.
What are the steps in qualitative data analysis?
Data reduction, data display, conclusion drawing verification.
What are the components of writing a qualitative research report?
Introduction, research objectives, research questions, description of research methods, analysis of data/findings, literature review and relevant secondary data, findings displayed in tables or charts, interpretation and summary of the findings.
