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Empirical Methods in Management > Qualitative Research Methologies > Flashcards

Qualitative Research Methologies Flashcards

1
Q

In depth interviews

A
  • Receive in detailed information
  • More than one hour
  • Comfortable environment
  • Felxible
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2
Q

General structure of in depth interviews

A
  1. Plan of action
  2. Develop tools
  3. Collect and analyze data
  4. Present findings
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3
Q

To plan the interview

A

* Identification of what information is needed

  • Define who you want to interview
  • Choose the right place
  • Develop a protocol
  • Trust and comfort are essential
  • Start of with general questions and go deeper into the topic
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4
Q

Technique to get people to talk more

A

Repeto probe

You repeat the statement of the other person and raise voice at the end to turn it into e question again automatically asking for more detail

nodding, raising an eyebrow or silence are just as important

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5
Q

Last 10min of en interview

A

Reminds participant of the last 10min so it can come to a natural end

Give participant the choice to elaborate on certain points before summarizing what was said

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6
Q

After interview

A

Take some time to reflect maybe also to ameliorate your questions

personal reflection

Reflect interviewee

structure data

time management

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7
Q

Common mistakes in interviews

A

Before interview

  • Research: dive into the subject
  • Equipment: make sure, the equipment works
  • Not just asking: it should be a vivid discussion

During interview

  • Empathy: Relate to the interviewer
  • Don’t interrupt: go back to previous topics
  • Stay flexible: let the discussion explore side topics

After interview

  • Not adjusting protocol: change guideline if necessary
  • No time management: schedule enough time between interviews
  • Insufficient analysis: put effort into analysis and interpretation
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8
Q

Projective methods

A

For example

  • Consumer desires
  • Health perception
  • Product design
  • Political Brand
  • Mental Disorders
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9
Q

Association

A

Participants are required to connect spontaneously the stimulus with images, word, feeling -> Word Association

Healthy: a word that comes to mind

Picture: a word that comes to mind

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10
Q

Completion

A

Participants are asked to complete sentences, stories or drawings

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11
Q

Expressive

A

Participants are asked to take part in form of expressive exercise such as role-playing, or storytelling

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12
Q

construction

A

Participants are asked to use their creativity to construct drawings, paintings, collages and cartoons

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13
Q

Choice ordering

A

Participants are asked to rank and arrange different objects, like products, brands, pictures, sentences

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14
Q

Why projective methods

A

It helps overcome the limitations of rationality associated with popular methods such as survey

  • Collect data
  • unrestricted and less verbally
  • Reduce limitations linked to bias
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15
Q

Porblems with projective techniques

A
  • It can result in ambiguous outputs being difficult to interpret
  • Inconsistency in the interpretation may undermine the validity and reliability
  • It requires a rigid scoring for the interpretation due to the highly subjective nature of response
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16
Q

What are Focus groups?

A

A group of deliberately selected people who participate in a facilitated discussion to obtain consumer perceptions about a particular topic or area of interest.

Methods in qualitative research

  1. Surveys
  2. Interviews
  3. Focus groups
17
Q

Purpose of focus groups?

A
  • Customer insight
  • Involve public
  • Robust data
18
Q

Where are focus groups used?

A
  • Marketing
  • Politics
  • Academia
19
Q

Advantages and disadvantages of focus groups

A

Advantages

  • Implementation: time budget, organize, B2C setting
  • Knowledge output: Nonverbal interaction, richer amount of data because of moderator
  • General: Anonymity, Strait forward

Disadvantages

  • Moderator: Skills of moderator
  • Selection of participants: Various people, interests
  • General: dominant voice might steer discussion
20
Q

Aspects to keep in mind

A

Group effects

  • Group thinking
  • Conformity
  • Social desirability

Voice vs. Power

  • Often more critic than positive
  • Sometimes reveals how little people think

Usability & Validity

  • Observer dependent
  • One time snapshot
  • Open-ended research
21
Q

How to run a focus group?

A

Before you start

  • Why
  • Goals
  • Participants
  • Moderator
  • Recorder
  • Prepare questions

In the meeting

  • Open the meeting
  • Set rules and tone
  • Ask opening question
  • Facilitate discussion
  • end meeting

After meeting

  • Analyze Data
  • Share the results
  • Use the results
22
Q

What is qualitative research?

A

No graphs and numbers

23
Q

Types of qualitative research?

A
  • Archived data: written and visual material
  • Interview data: Transcripts from interviews
  • Observational data: Documented observations through field notes or videos
24
Q

Why qualitative research?

A

To gain in depth understanding of a phenomenon

To elaborate existing theories/ create new ones

To gain insights

Make sense of qualitative data

25
Q

How do we sample qualitative data?

A

Theoretical Sampling: First select someone who you think is knowledgeable about the subject

next you pick a person from the insights given by this person

Snowball sampling: First you select someone at random but somehow linked to subject, this person than suggest further interview partners

Sampling with predefined Criteria: Do a survey where you pick specific segments that are relevant to your issue
This prevents that a random majority clouds what the relevant minority has to offer in insights

26
Q

Descriptive research what is it?

A
  • Understand the reality of a population
  • Large study groups
  • Often no causality
27
Q

What is descriptive research often used for?

A

To describe the attitude or behavior of people

28
Q

Typical target groups for descriptive research?

A
  • Students
  • Employees
  • Consumers
  • organizations
  • Market areas
29
Q

Descriptive research what is it?

A
  • Understand the reality of a population
  • Large study groups
  • Often no causality
30
Q

Descriptive research data sources

A

Primary data sources: first-hand data collection, non-dependent on previous studies

  • Interviews
  • Online surveys
  • Focus groups
  • Field observations

Secondary: No time must be spent looking for data, much more cost-effective

  • Public libraries
  • websites
  • already filled surveys
31
Q
A

Empirical Methods in Management (10 decks)

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