This chapter explains how qualitative methods differ from quantitative methods. It also provides examples of the types of research that may use qualitative methods and introduces the primary qualitative methodologies. | Chapter 7 Qualitative Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter explains how qualitative methods differ from quantitative methods. It also provides examples of the types of research that may use qualitative methods and introduces the primary qualitative methodologies. 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. 7- Web as a Source “It is better to think of the Web . . . as the sounds of independent voices, just like the street corner soapbox preacher or that friend of yours who always recommends the best books.” David Meerman Scott marketing strategist and author, The New Rules of Marketing and PR 7- PulsePoint: Research Revelation 62 The percent of wealthy consumers reporting . | Chapter 7 Qualitative Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter explains how qualitative methods differ from quantitative methods. It also provides examples of the types of research that may use qualitative methods and introduces the primary qualitative methodologies. 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. 7- Web as a Source “It is better to think of the Web . . . as the sounds of independent voices, just like the street corner soapbox preacher or that friend of yours who always recommends the best books.” David Meerman Scott marketing strategist and author, The New Rules of Marketing and PR 7- PulsePoint: Research Revelation 62 The percent of wealthy consumers reporting that the state of the economy has changed their view of luxury purchases . . . that flaunting luxury is insensitive. 7- See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. Qualitative Research and the Research Process 7- Exhibit 7-3 Exhibit 7-3 emphasizes the portions of the research process which use qualitative research. The qualitative researcher starts with an understanding of the manager’s problem but the management-research question hierarchy is rarely developed prior to the design of research methodology. Rather, the research is guided by a broader question more similar in structure to the management question. Qualitative research is also critically different during the data collection sage as it often includes debriefing and pre-tasking activities. At the data collection stage, the possible techniques include focus groups, individual depth interviews (IDIs), case studies, ethnography, grounded
