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12 Qualitative Research 質性研究/定性研究 中央大學. 資訊管理系 范錚強 mailto: ckfarn@mgt. ncu. edu. tw 2011. 05

12 Qualitative Research 質性研究/定性研究 中央大學. 資訊管理系 范錚強 mailto: ckfarn@mgt. ncu. edu. tw 2011. 05 updated 中央資管:范錚強 1

Why Use Qualitative Research? “Most of what influences what we say and do occurs

Why Use 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 中央資管:范錚強 3

Qualitative Research Group Interviews Observation Ethnography Focus Groups Data Collection Techniques Action Research 中央資管:范錚強

Qualitative Research Group Interviews Observation Ethnography Focus Groups Data Collection Techniques Action Research 中央資管:范錚強 IDIs Case Studies Grounded Theory 4

Qualitative Research Textual Analysis Behavioral Observations Artifacts Trace Evidence Other Techniques Debriefings 中央資管:范錚強 5

Qualitative Research Textual Analysis Behavioral Observations Artifacts Trace Evidence Other Techniques Debriefings 中央資管:范錚強 5

Qualitative Research in Business Job Analysis Retail Design Advertising Concept Development Process Understanding Productivity

Qualitative Research in Business Job Analysis Retail Design Advertising Concept Development Process Understanding Productivity Enhancement Market Segmentation Union Representation Sales Analysis New Product Development Benefits Management 中央資管:范錚強 6

Data Sources People Organizations Texts Environments Artifacts/ media products Events and happenings 中央資管:范錚強 7

Data Sources People Organizations Texts Environments Artifacts/ media products Events and happenings 中央資管:范錚強 7

Distinction between Qualitative & Quantitative Theory Building Theory Testing 中央資管:范錚強 8

Distinction between Qualitative & Quantitative Theory Building Theory Testing 中央資管:范錚強 8

The Roots of Qualitative Research Economics Psychology Semiotics 符號學 Sociology Anthropology Communication 中央資管:范錚強 13

The Roots of Qualitative Research Economics Psychology Semiotics 符號學 Sociology Anthropology Communication 中央資管:范錚強 13

社會科學研究哲學 Positivism 實證主義 康德 (Comte) the only authentic knowledge is that which is based

社會科學研究哲學 Positivism 實證主義 康德 (Comte) the only authentic knowledge is that which is based on sense experience and positive verification. Interpretivism or Anti- positivism/Hermeneutics 詮釋主義 韋伯 (Max Weber) ,黑格爾 (Hegel): 辯證法 the study of the interpretation of written texts (also, verbal and nonverbal forms of communication) non-positivist research is usually qualitative, while positivist research is more quantitative. Interactionism meaning is produced through the interactions of individuals. . 中央資管:范錚強 14

質性研究的資料分析方法 程序: Data collection Data reduction Data display Conclusion drawing and Verification 中央資管:范錚強 18

質性研究的資料分析方法 程序: Data collection Data reduction Data display Conclusion drawing and Verification 中央資管:范錚強 18

Focus of Research Qualitative Understanding Interpretation Quantitative Description Explanation 中央資管:范錚強 19

Focus of Research Qualitative Understanding Interpretation Quantitative Description Explanation 中央資管:范錚強 19

Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled 中央資管:范錚強 20

Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled 中央資管:范錚強 20

Research Design Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method 中央資管:范錚強 21

Research Design Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method 中央資管:范錚強 21

Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample 中央資管:范錚強

Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample 中央資管:范錚強 22

Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal

Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes 中央資管:范錚強 23

Turnaround Qualitative Shorter turnaround possible 但是,總期程長 Insight development ongoing Quantitative May be time-consuming (for

Turnaround Qualitative Shorter turnaround possible 但是,總期程長 Insight development ongoing Quantitative May be time-consuming (for a sample) 總期程長 Insight development follows data entry 中央資管:范錚強 24

Data Analysis Qualitative Nonquantitative; human Judgment mixed with fact Emphasis on themes Quantitative Computerized

Data Analysis Qualitative Nonquantitative; human Judgment mixed with fact Emphasis on themes Quantitative Computerized analysis Facts distinguished Emphasis on counts 中央資管:范錚強 25

Qualitative Research and the Research Process 中央資管:范錚強 26

Qualitative Research and the Research Process 中央資管:范錚強 26

Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Draw

Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures Construct a story 中央資管:范錚強 27

Choosing a Qualitative Method Project’s purpose Researcher characteristics Schedule Factors Types of participants Budget

Choosing a Qualitative Method Project’s purpose Researcher characteristics Schedule Factors Types of participants Budget Topics 中央資管:范錚強 28

Non. Probability Sampling Purposive Sampling Snowball Sampling 中央資管:范錚強 Convenience Sampling 29

Non. Probability Sampling Purposive Sampling Snowball Sampling 中央資管:范錚強 Convenience Sampling 29

Qualitative Sampling General sampling rule: You should keep conducting interviews until no new insights

Qualitative Sampling General sampling rule: You should keep conducting interviews until no new insights are gained. 中央資管:范錚強 30

The Interview Question Hierarchy 中央資管:范錚強 31

The Interview Question Hierarchy 中央資管:范錚強 31

Interviewer Responsibilities Recommends topics and questions Develops pretasking activities Controls interview Prepares research tools

Interviewer Responsibilities Recommends topics and questions Develops pretasking activities Controls interview Prepares research tools Plans location and facilities Supervises transcription Proposes criteria for drawing sample Draws insights Helps analyze data Writes report Writes screener Recruits participants 中央資管:范錚強 32

Elements of a Recruitment Screener Heading Behavior questions Screening requirements Lifestyle questions Identity information

Elements of a Recruitment Screener Heading Behavior questions Screening requirements Lifestyle questions Identity information Attitudinal and knowledge questions Introduction Security questions Demographic questions 中央資管:范錚強 Articulation and creative questions Offer/ Termination 33

Interview Formats Unstructured Semi-structured Structured 中央資管:范錚強 34

Interview Formats Unstructured Semi-structured Structured 中央資管:范錚強 34

Requirements for Unstructured Interviews Developed dialog Probe for answers Distinctions Interviewer creativity Interviewer skill

Requirements for Unstructured Interviews Developed dialog Probe for answers Distinctions Interviewer creativity Interviewer skill 中央資管:范錚強 35

The Interview Mode Individual Group 中央資管:范錚強 36

The Interview Mode Individual Group 中央資管:范錚強 36

IDI vs Group Individual Interview Group Interview Research Objective u Explore life of individual

IDI vs Group Individual Interview Group Interview Research Objective u Explore life of individual in depth u Create case histories: repeated interviews over time u Orient the researcher to a field of inquiry and the language of the field u Test a survey u. Explore a range of attitudes, opinions, and behaviors u Observe a process of consensus and disagreement Topic Concerns u Detailed individual experiences, choices, biographies u Issues of public interest or common concern u Sensitive issues that might provoke anxiety u Issues where little is known or of a hypothetical nature Participants u Time-pressed participants or those difficult to recruit (e. g. , elite or high-status participants) u Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort u. Participants with sufficient language skills (e. g. , those older than seven) u Participants who can articulate their ideas u Participants who offer a range of positions on issues u Participants whose distinctions would inhibit 中央資管:范錚強 participation 37

Types of Research Using IDIs 個人深入訪談 Oral histories Sequential interviewing Cultural interviews Types In-depth

Types of Research Using IDIs 個人深入訪談 Oral histories Sequential interviewing Cultural interviews Types In-depth interviews Life histories Critical incident techniques Ethnography 中央資管:范錚強 38

Projective Techniques Laddering Semantic Mapping Sensory sorts Component Sorts MET Data Collection Techniques Imagination

Projective Techniques Laddering Semantic Mapping Sensory sorts Component Sorts MET Data Collection Techniques Imagination Exercises 中央資管:范錚強 Association Sentence Completion Cartoons Thematic Apperception 39

Group Interviews Dyads Triads Mini-Groups Small Groups (Focus Group) Supergroups 中央資管:范錚強 50

Group Interviews Dyads Triads Mini-Groups Small Groups (Focus Group) Supergroups 中央資管:范錚強 50

Determining the Number of Groups Scope Number of distinct segments Desired number of ideas

Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Level of distinction Homogeneity 中央資管:范錚強 51

Group Interview Modes Face-to-Face Telephone Online Videoconference 中央資管:范錚強 52

Group Interview Modes Face-to-Face Telephone Online Videoconference 中央資管:范錚強 52

Selecting the Data Collection Method 中央資管:范錚強 53

Selecting the Data Collection Method 中央資管:范錚強 53

Selecting an Observation Data Collection Approach 中央資管:范錚強 54

Selecting an Observation Data Collection Approach 中央資管:范錚強 54

Research Design Who? Where? Task Details How? What? (event or time) When? 中央資管:范錚強 61

Research Design Who? Where? Task Details How? What? (event or time) When? 中央資管:范錚強 61

Content of Observation Factual Inferential Introduction/identification of salesperson and customer. Credibility of salesperson. Qualified

Content of Observation Factual Inferential Introduction/identification of salesperson and customer. Credibility of salesperson. Qualified status of customer. Time and day of week. Convenience for the customer. Welcoming attitude of the customer Product presented. Customer interest in product. Selling points presented per product. Customer acceptance of selling points of product. Number of customer objections raised per product. Customer concerns about features and benefits. Salesperson’s rebuttal of objection. Effectiveness of salesperson’s rebuttal attempts. Salesperson’s attempt to restore controls. Effectiveness of salesperson’s control attempt. Consequences for customer who prefers interaction. Length of interview. Customer’s/salesperson’s degree of enthusiasm for the interview. Environmental factors interfering with the interview. Level of distraction for the customer. Customer purchase decision. General evaluation of sale presentation skill. 中央資管:范錚強 63

Data Collection Watching Listening Touching Smelling Reading 中央資管:范錚強 65

Data Collection Watching Listening Touching Smelling Reading 中央資管:范錚強 65

Using Observation Systematic planning Properly controlled Consistently dependable Accurate account of events 中央資管:范錚強 66

Using Observation Systematic planning Properly controlled Consistently dependable Accurate account of events 中央資管:范錚強 66

Observation Classification Nonbehavioral Behavioral Physical condition analysis Nonverbal Process or Activity analysis Extralinguistic Linguistic

Observation Classification Nonbehavioral Behavioral Physical condition analysis Nonverbal Process or Activity analysis Extralinguistic Linguistic Spatial Record analysis 中央資管:范錚強 67

Nonbehavioral Observation Record Analysis Physical Condition Analysis Physical Process Analysis 中央資管:范錚強 68

Nonbehavioral Observation Record Analysis Physical Condition Analysis Physical Process Analysis 中央資管:范錚強 68

Behavioral Observation “We noticed people scraping the toppings off our pizza crusts. We thought

Behavioral Observation “We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, ‘We love it, we just don’t eat the crust anymore. ” Tom Santor, Donatos Pizza 中央資管:范錚強 69

Systematic Observation Standardized procedures Trained observers Structured Encoding observation information Systematic Recording schedules 中央資管:范錚強

Systematic Observation Standardized procedures Trained observers Structured Encoding observation information Systematic Recording schedules 中央資管:范錚強 70

Flowchart for Checklist Design 中央資管:范錚強 71

Flowchart for Checklist Design 中央資管:范錚強 71

Extralinguistic Observation Vocal Temporal Interaction Verbal Stylistic 中央資管:范錚強 73

Extralinguistic Observation Vocal Temporal Interaction Verbal Stylistic 中央資管:范錚強 73

Errors Introduced by Observers Halo Effect Observer Drift 中央資管:范錚強 75

Errors Introduced by Observers Halo Effect Observer Drift 中央資管:范錚強 75

Evaluation of Behavioral Observation Strengths Weaknesses Securing information that is otherwise unavailable Enduring long

Evaluation of Behavioral Observation Strengths Weaknesses Securing information that is otherwise unavailable Enduring long periods Avoiding participant filtering/ forgetting Having lower reliability of inferences Securing environmental context Quantifying data Incurring higher expenses Keeping large records Optimizing naturalness Being limited on knowledge of cognitive processes Reducing obtrusiveness 中央資管:范錚強 76

Combining Qualitative Methodologies Case Study Action Research 中央資管:范錚強 77

Combining Qualitative Methodologies Case Study Action Research 中央資管:范錚強 77

Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Ongoing qualitative with multiple waves of

Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Ongoing qualitative with multiple waves of quantitative Perform series: Qualitative, Quantitative, Qualitative Quantitative precedes Qualitative 中央資管:范錚強 78