module 10

Question 1

Qualitative research

Answer 1

A research strategy that collects and analyzes non-numerical data:

Words rather than numbers

Question 2

rimary qualitative data

Answer 2

Qualitative data that are collected first-hand by the researcher for a specific research purpose.

Question 3

How to collects primary qualitative data

Answer 3

Through interviews, focus groups, or observations

Question 4

Secondary qualitative data

Answer 4

data that have already been collected by someone else for a different purpose. The researcher reanalyzes these data for a new purpose.

Question 5

What includes secondary data

Answer 5

Written texts, such as company and financial reports, press releases, blogs etc.

Question 6

When to use qualitative research

Answer 6

Qualitative research is useful to generate insights into less mature topics, in order to clarify key constructs and develop new theoretical frameworks. in business research it is particularly suited to uncover unexpected pain points or opportunities to add value.

Question 7

Qualitative research is typically

Answer 7

Inductive rather than deductive

Question 8

Why is qualitative research typically inductive

Answer 8

Because the researcher develops a theoretical model during the empirical research (rather than before the empirical research), including propositions/hypotheses that can subsequently be tested in future quantitative research. However, while qualitative researchers tend to subscribe to an inductive research process, qualitative research can also be used to deductively test theorys

Question 9

More mature research areas usually benefit more from:

Answer 9

Quantitative research studies and a deductive approach

Question 10

Are qualitative and quantitative research opposites

Answer 10

no, they complement each other well and together may provide the best answer to a research question

For example, mature research topics that are addressed using quantitative research can be complemented with qualitative interviews to capture rich, vivid descriptions, in the respondents own words

Question 11

An example of a less mature research topic that would benefit from qualitative research is

Answer 11

Consumers reactions toward drone delivery services. AMazon has been toying with the idea of drone delivery, but it is still in the testing phase. Whereas previous research has explored consumers reactions toward a large variety of technological innovations, no reasearch to date has studies consumers reaction towards this new form of delivery service. As a result, it is very hard to come up with expectations (hypotheses) that can, later on, be tested by data.

To evaluate consumers’ reactions, Amazon could show consumers a video in which they explain various ways in which drone delivery could be organized. An example is the (second half of the) video below. Subsequently, participants could be asked to report their concerns about the way in which the delivery service is organized. This research could guide Amazon by creating ideas on how to better serve consumers to increase the chances of adoption.

Question 12

Interviews

Answer 12

An interview is a conversation where the researcher asks questions and listens while the respondent answers.

Respondents can e.g. be CEOs, middle managers, employees, investors, accountants, suppliers or consumers

Question 13

Types of interviews

Answer 13

Structured inverview

Unstructured interview

Semi-structured interview

Question 14

Structured interview

Answer 14

has carefully worded set of interview questions. The interviewee can typically be brief in his/her responses

Question 15

Unstructured interview

Answer 15

The interviewer does not have a planned sequence of questions to be asked to the interviewee. The interviewer usually begins the interview with a broad question, for example: what are your vies on..? the interviewee then responds to this questions and can talk freely. The interviewers next questions are very much dependent on the answers given by the interviewee.

Question 16

A semi structured interview

Answer 16

Is a hybrid form of the structured and unstructured interview approach. The semi-structured intervie is based on a set of predetermined questions, but it also leaves room for the interviewee to elaborate on his/her responeses and for the interviewer to introduce additional questions based on the interviewes answer.

The semi-structured approach tends to be the favored choice for collection interview data

Question 17

An interview contains the following stages:

Answer 17

setting the scene

warm up questions

Interview

summarizing

Question 18

Interview stages setting the scene

Answer 18

Introduce yourself. Briefly inform the interviewee about the prupose of the interveiw and why s/he was chosen to be among those interviewed. Ask for the interviewees permission to audiotape the interview and assure confidentiality: explain that the interviewees anonymity will be preserved

Question 19

Interview stages
Warm up questions

Answer 19

Start with a few warm-up questions: easy-to-answer, non-sensitive questions

Question 20

Interview stages
Interview

Answer 20

Then ask the main questions of interest, organized per subtopic. Start with an open-ended question based on the interviewees answer, continue with one or more probing questions. Probing questions are follow-up questions that help the interviewee to thin through issues. Examples of probing questions are can you give an example or what doy ou exactly mean by that

Question 21

Interview stages
Summarizing

Answer 21

Summarize/rephrase important information given by the interviewee, to make sure you interpreted his/her answers correctly.

Question 22

After the interview took place you must transcribe it.

Answer 22

You should reproduce exactly what has been said by you and the interviewee, in the language in which the interview was conducted. It is advisable to transcribe interviews immediately as you may then still be able to recall the interviewees non-verbal cues during the interview.

Do not underestimate the time it takes to transcribe your interviews. As a rule of thumb, one hour of interviewing takes four hours of transcribing

Question 23

Focus group

Answer 23

An unstructured interview conducted by a moderator with a small group of participants, varying from appx 8-14

The moderator asks questions in an interactive setting where participants are free to talk to each other. Listening to others expressing their experiences and ideas stimulates participants to express their own options.

Question 24

Where are focus groups often used by firms

Answer 24

In the area of new product developement, to acquire customer feedback on the new product

Question 25

Large organizations such as coca-cola and nike but also the banking industry regularly conduct focus groups to tap their customers for ideas for new products. Focus groups allow people to physically see, touch, smell and use a product. In this way you can get their full reaction to a new product, which you can use to enhance or change it before launching it into the market

Question 26

Focus groups are often used to find out

Answer 26

Why specific management techniques dont work

Question 27

The role of the moderator in focus groups

Answer 27

The role of the moderator is to ensure that all members participate in the discussion and that no member dominates the group

Question 28

Eg. salsa example

Answer 28

Some participants hold back. Therefore, the moderator tries to engage everyone, for example by giving turns

One of the participants is very dominant. This participant said “I think its a no-brainer” which made the other participants somewhat uncomfortable. It created the impression that there was onl one correct answer, hers! When one participant is dominant this may cause other participants to no longer dare to express their own opinions. This can be damaging for the research findings. One way to avoid this is to ask the participants to write down their thoughts before starting the group discussion.

Question 29

stages to a focus group

Answer 29

Setting the scene

introductions

Discussion

closing round

Question 30

stages to a focus group
setting the scene

Answer 30

The moderator introduces the topic and explains the purpose of the focus group. S/he should also negotiate consent to record the focus goup. It is very important that the participants taking part in the focus group understand how recordings will be used

Question 31

stages to a focus group
Introductions

Answer 31

Go around the table and ask everyone to introduce themselves, stating their first name clearly. This will be important for writing up the recording later. The moderator can also ask participants to give a short answer to an introductory question to get everyone involved in the discussion from the outset

Question 32

stages to a focus group
Discussion

Answer 32

A topic guide needs to be planned in advance; this outline the areas for discussion during the focus group with key ideas and questions to be discussed. It is useful to construct the topic guide with the thought of conversation in mind rather than interview questions. Therefore include topic questions possibley with areas for prompting rather than exact questions. it is highly likely that the discusssion will take place in a different order compared to the order of the topic guide. The moderator should also be prepared to tactuflly steer the group back to the topics under consideration if the converstaion goes too much off track

Question 33

stages to a focus group
Closing round

Answer 33

It is good to end the discussion with a closing round, asking each participant in turn to offer final reflection or answer a final question. This is followed by informing the participants of the next steps and how they can stay informed or involved with the research

Question 34

Choosing between focus groups and interviews

Answer 34

When is it a good idea to organize focus groups and when is it a good iddea to schedule interviews

Question 35

Focus groups

Answer 35

When interaction helps i.e. when people can build on each others answers

When respondents can say what is relevant in <10 minutes

Question 36

Intervies

Answer 36

when interaction hurts, i.e. for sensitive topics

When detailed answers are needed

Complex topics
Expert respondents

Question 37

Focus groups allow for groups

Answer 37

interactions

Therefore, focus groups are preferred for topics where new ideas or insights are more likely to emerge when people can build on each others answers

Question 38

Intervies are a better method compared to focus groups to research

Answer 38

More sensitive topics. For example, consumers or firms investment strategies may be too sensitive for respondents to be willing to talk openly about them in a group.

Question 39

Interviews are also the better method when

Answer 39

The interviewer is looking for more detailed answers, which is the case for more complex topics, and when expert respondents are being interviewed.

Question 40

Focal groups work well compared to interviews when

Answer 40

Respondents can say all that is relevant or all that they know in response to a question in less than 10 minutes

Question 41

Observations

Answer 41

Involve systematically recording the behaviors of small groups of people in their natural surroundings

Question 42

Four types of of observational research along two dimenstions

1 dimension

Answer 42

Pertains to whether the research identity is revealed (overt observation) or confcealed (covert observation) during the study.

Question 43

Four types of of observational research along two dimenstions

Second dimension

Answer 43

Pertains to the extent to which the researcher participates in the activities of the organization that s/he is observing

Question 44

Imagine a grid:

Researcher takes part in a ctivity or researcher does not take part in a activity left side

Covert/concealed or overt/unconcealed top part of activity side

Combinations:

Top left: Complete participation

Top right: participant as observer

Bottom left: complete observer

Bottom right: observer as participant

Question 45

Four types of observation research

Answer 45

Complete participant

Complete observer

Observer as participant

Participant as observer

Question 46

Complete participation

In the complete participant role the researcher

Answer 46

Tries to become a member of th egroup which s/he is researching

Does not reveal his/her true purpose to those he is observing

Question 47

Example complete participant

Answer 47

For example, a researcher may participate as a co-worker in an organization to evaluate some of the companys working practices

Question 48

Complete observer

In the complete observer role the researcher

Answer 48

Does not reveal his/her purpose to those he is observing

Does not take part in the activities of those S/he is observing

Question 49

Example complete observer

Answer 49

For example, a researcher may observer consumers behavior at a supermarkets checkkout. Which checkouts do they choose? how much do they interact with the cashier? how long are the delays, and how impatient do consumers become of these delays

Question 50

Observer as participant

In the observer as participant role the researcher

Answer 50

Does not take part as a member of the group which s/he is observing

Reveal his/her true purpose to those he is observing

Question 51

Observer as participant example

Answer 51

You may observe a team-building course as a spectator

Question 52

Participant as observer

In the participant as observer role, the researcher

Answer 52

Takes part as a member of the group which s/he is observing

Reveals his/her true purpose to those he is observing

Question 53

participant as observer example

Answer 53

You may participate in a strike and completely immerse yourself in it, spending long hours with those on strike, without being an employee of the company involved

Question 54

Primary observations

Answer 54

notes about what happened or what was said

Question 55

Experimential data

Answer 55

Notes on your perceptions and feelings as you experience the process you are researching

Question 56

Contextual data

Answer 56

Notes on the research setting (e.g., organizational structure, communication patterns, …) that may help you interpret other data

Question 57

Observations

Answer 57

To provide direct information about subjects behavior

When directly asking subjects would lead to distorted infor

Question 58

Interviews

Answer 58

To identify the reasons underlying subjects behavior

When observation would affect subjects behavior

Question 59

Observations are most suited if

Answer 59

you are interested in direct information about peoples behavior. however it does not uncover the reasons underlying peoples behavior

Question 60

If you are interested in finding out what drives peoples behavior

Answer 60

Interviews are more suitable than observation

Question 61

Problems with interviews

Answer 61

Might lead to distorted information, for example, because people may provide socially desirable answer. In such instances, it might be better to observe peoples actual behavior

Question 62

Two common threats to internal validity in qualitative research are

Answer 62

researcher bias and respondent bias

Question 63

Researcher bias

Answer 63

Is the influence of researchers prior knowledge and assumptions on their study

Question 64

Respondent bias

Answer 64

Refers to participants not providing honest responses to the researcher

Question 65

Researcher bias happens when

Answer 65

The researcher skews the process towards a specific research outcome by introducing a sstematic error into the sample data. The results then deviate from the true outcomes

Question 66

An example of researcher bias is

Answer 66

Selective perception and interpretation

This means that the researcher preceives what s/he wants to hear in a message while ignoring opposing viewpoints. Differently stated, the researcher only hears what confirms his/her views and neglects everything that contradicts them

Question 67

Respondent bias (eg authority bias and conformity bias)

Answer 67

The tendency to blindly follow or believe the instructions and views of a person in authority. Milgrams obedience study, conducted in 1961, was the first and most infamous study on authority bias

Although milgrams study is an extreme example of how authority bias can affect people this phenomenon also plays a role in qualitative research. If the interviewer, moderator in a focus group, or (overt) observer is perceived as a person in authority by the interviewed/observed subject, the latter may adapt his/her answers or behavior in an attempt to come across as obedient. Therefore, interviewers, moderators, and observers should take great care not to come across as authoritarian.

Question 68

Conformity bias occurs when

Answer 68

Individuals sway their opinion to match the opinion of the majority. The problem is that the majority is not always right

Question 69

In a focus group the participants that express their opinion first

Answer 69

Inherently influence the responses of the others. In fact, the least respondents have a tendency to conform to the previous responses in order to avoid conflict or eembarrassment.

Question 70

Conformity bias can be controlled by

Answer 70

systematically varying the order in which participants speak and by encouraging debate and controversial opinion. The moderator should convince participants that no stupid or wrong answers exist

Question 71

How to increase the internal validity of qualitative research

Answer 71

To increase the internal validity of your qualitative research study, you can consider one or more of the following strategies

Question 72

Triangulation

Answer 72

Means that the research will be conducted from different or multiple perspectives. For example, this can take the form of using several moderators, different locations or it could be using multiple individuals to analyze the same data. Basically, triangulation includes any techinique through which the researcher can analyze the data from different angles

Question 73

Peer debriefing

Answer 73

Refers to receiving feedback from other people at different stages of your research. If you perform a qualitative research study in the context of your bachelor or masters thesis, you will receive feedback from your supervisor but can you also ask other student for feedback. This feedback will help you assess the study form a more objective perspective.

Question 74

Member checking

Answer 74

Refers to testing the emerging findings with your research participatns. It is a valuable way to reduce researcher bias, reactivity, and respondent bias.

Question 75

Member checking can be done in multiple ways

Answer 75

You may send your participants the interview transcripts and ask them to read them and provide any necessary comments or corrections

You may send participants an email and ask them to verify your interpretations before you jump to conclusions

You may schedule a validation interview (follow up interview)

Question 76

Negative case analysis is

Answer 76

analyzing those cases that do not match the trends or patterns emerging from the rest of the data. Although you may be tempted to ignore these cases, you should explore them in a lot of detail to understand why they differ from the rest of the data. Negative case analysis is a valuable way of reducing researcher bias.

Question 77

External validity

Answer 77

External validity refers to the degree to which findings can be generalized to other settings. Unlike internal validity, external validity represents a problem for qualitative researchers because of their tendency to use small samples.

Question 78

Qualitative researchers can enhance generalizability by doing a thorough job of

Answer 78

describing the research context and the assumptions that were central to the research. The person who wishes to “transfer” the results to a different context is then responsible for judging how sensible the transfer is.