DBA 1014

Case Methodology & Qualitative Research

Session:1
Topic: INTRODUCTION
TO
QUALITATIVE RESEARCH
Dr. Indrajit Goswami
ABMTC Swiss
4-8-2019
17 August 2019 8-1
 Learning
Objectives
Understand . . .
• 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
17 August 2019 8-2
 The Importance of 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

17 August 2019 8-3

 Survey

Qualitative
Study

17 August 2019 8-4

 Qualitative Or Quantitative Study?
• A study in gender-role conformity and its
contribution to save environment
• A study on employees’ job satisfaction,
motivation and performance in textile
industry
• Assumption: “People who cheat more likely to
break work rules”

17 August 2019 8-5

 Why we use
qualitative research !!

“When peripheral facts based on samples,

numbers and calculations do not provide
substantial understanding about the problem
or phenomenon to resolve the deadlock, we
need to use QUALITATIVE Research”

17 August 2019 8-6

 Qualitative Research in the Research Process

Data Collection Data Analysis

17 August 2019 8-7

 Qualitative Research
Group
Focus Groups
Interviews

Observation IDIs
Data
Collection
Ethnography Techniques Case Studies

Grounded
Action Research
Theory
17 August 2019 8-8
 Qualitative Research

Content Analysis

Artifacts Behavioral
Observations
Other
Techniques
Trace Evidence Debriefings

17 August 2019 8-9

 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

17 August 2019 8-10

 Data Sources
People

Organizations
Texts

Environments

Artifacts/ media
products

Events and
happenings
17 August 2019 8-11
 8-12

The Roots of Qualitative

Research
Qualitative
Research

Economics

Psychology Sociology
Semiotics

Anthropology

Communication
 Distinction between Qualitative & Quantitative

Theory Theory
Building Testing

17 August 2019 8-13

 Focus of Research

Qualitative
• Understanding
• Interpretation

Quantitative
• Description
• Explanation

17 August 2019 8-14

 Researcher Involvement

Qualitative
• High
• Participation-based

Quantitative
• Limited
• Controlled

17 August 2019 8-15

 Sample Design and Size

Qualitative
• Non-probability
• Purposive
• Small sample

Quantitative
• Probability
• Large sample

17 August 2019 8-16

 Research Design

Qualitative
• Longitudinal
• Multi-method

Quantitative
• Cross-sectional or
longitudinal
• Single method

17 August 2019 8-17

 Data Type and Preparation

Qualitative
• Verbal or pictorial
• Reduced to verbal
codes

Quantitative
• Verbal descriptions
• Reduced to numeric
codes

17 August 2019 8-18

 Data Analysis

Qualitative
• Non-quantitative; human
• Judgment mixed with fact
• Emphasis on themes

Quantitative
• Computerized analysis
• Facts distinguished
• Emphasis on counts

17 August 2019 8-19

 Turnaround

Qualitative
• Shorter turnaround possible
• Insight development
ongoing

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

17 August 2019 8-20

 Choosing a Qualitative Method

Project’s purpose

Researcher
Schedule
characteristics
Factors

Types of
participants Budget

Topics
17 August 2019 8-21
 The Interview Question Hierarchy

17 August 2019 8-22

 Interviewer Responsibilities
• Recommends topics
and questions
• Controls interview
• Plans location and
facilities
• Proposes criteria for
drawing sample
• Writes screener
• Recruits participants
17 August 2019
• Develops pretasking
activities
• Prepares research tools
• Supervises transcription
• Helps analyze data
• Draws insights
• Writes report
8-23
 Interview Formats

Unstructured

Semi-structured

Structured

17 August 2019 8-24

 Requirements for Unstructured Interviews

Developed dialog

Probe for Distinctions Interviewer

answers creativity

Interviewer skill
17 August 2019 8-25
 Key Measures to Overcome Bias in
Qualitative Interviews
• Your own preparation and readiness
• The level of information supplied to the
interviewee
• Your appearance
• The nature of opening comments
• Your approach to questioning
• The impact of your behaviour during interview
• Listening Skills
• Your scope to test understanding
• Your approach to record information
17 August 2019 8-26
 IDI vs Group
Individual Interview Group Interview

Research Objective
• Explore life of individual in depth • Orient the researcher to a field of inquiry and the
• Create case histories through repeated interviews over language of the field
time • Explore a range of attitudes, opinions, and behaviors
• Test a survey • Observe a process of consensus and disagreement

Topic Concerns
• Detailed individual experiences, choices, biographies • Issues of public interest or common concern
• Sensitive issues that might provoke anxiety • Issues where little is known or of a hypothetical nature

Participants
• Time-pressed participants or those difficult to recruit • Participants whose backgrounds are similar or not so
(e.g., elite or high-status participants) dissimilar as to generate conflict or discomfort
•Participants with sufficient language skills (e.g., those • Participants who can articulate their ideas
older than seven) • Participants who offer a range of positions on issues
• Participants whose distinctions would inhibit
participation

17 August 2019 8-27

 In Depth Interviews

Oral histories

Sequential
Life histories
interviewing
Types

Cultural Critical incident

interviews techniques

Ethnography
17 August 2019 8-28
 Projective Techniques
Laddering Association

Semantic Sentence
Mapping Data Completion
Collection
Sensory sorts Techniques Cartoons

Component Imagination Thematic

Sorts Exercises Apperception
17 August 2019 8-29
 8-30

Group Interviews
• Dyads
• Triads
• Mini-Groups
• Small Groups
(Focus Group)
• Supergroups
 Determining the
Number of Groups
Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Level of distinction

Homogeneity
17 August 2019 8-31
 Group Interview Modes

Face-to-Face

Telephone

Online

Videoconference

17 August 2019 8-32

 Merging Qualitative
and Quantitative

Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative

Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative

17 August 2019 8-33

 Key Terms

• Action research • In Depth Interview

• Case study – Convergent interviewing
• Computer Assisted – Critical incident technique
Personal Interview – Cultural interviews
– Grounded theory
• Content analysis
– Life histories
• Creativity session – Oral history
• Ethnography – Sequential interviewing
• Focus groups • Interview
• Group interview
17 August 2019 8-34
 Key Terms
• Interview guide • Projective techniques
• Moderator – Cartoons
• Non-probability – Component sorts
sampling – Imagination exercises
– Laddering
• Pretasking
– Semantic mapping
• Probability sampling – Brand mapping
– Sensory sorts
– Sentence completion
– Thematic Apperception Test
– Word or picture association
17 August 2019 8-35