Chapter 7 - Qualitative research. After studying this chapter you will be able to 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,. | Qualitative Research Chapter 7 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. 2 Pull Quote “Sometimes people are layered. There’s something totally different underneath than what’s on the surface . . . like pie.” Joss Whedon, author and screenwriter 3 Qualitative Research and the Research Process 4 Qualitative Research Ethnography Observation Data Collection Techniques IDIs Action Research Group Interviews Grounded Theory Focus Groups Case Studies 5 Qualitative Research Trace Evidence Artifacts Other Techniques Behavioral Observations Textual Analysis Debriefings 6 Qualitative Research in Business Job Analysis Advertising Concept Development Productivity Enhancement New Product Development Benefits Management Retail Design Process Understanding Union Representation . | Qualitative Research Chapter 7 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. 2 Pull Quote “Sometimes people are layered. There’s something totally different underneath than what’s on the surface . . . like pie.” Joss Whedon, author and screenwriter 3 Qualitative Research and the Research Process 4 Qualitative Research Ethnography Observation Data Collection Techniques IDIs Action Research Group Interviews Grounded Theory Focus Groups Case Studies 5 Qualitative Research Trace Evidence Artifacts Other Techniques Behavioral Observations Textual Analysis Debriefings 6 Qualitative Research in Business Job Analysis Advertising Concept Development Productivity Enhancement New Product Development Benefits Management Retail Design Process Understanding Union Representation Market Segmentation Sales Analysis 7 Data Sources People Organizations Texts Environments Events and happenings Artifacts/ media products 8 The Roots of Qualitative Research Psychology Anthropology Communication Sociology Semiotics Economics Qualitative Research 9 Distinction between Qualitative & Quantitative Theory Testing Theory Building 10 Focus of Research Qualitative Understanding Interpretation Quantitative Description Explanation 11 Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled 12 Time Duration Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method 13 Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample 14 Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes 15 Turnaround Qualitative Shorter turnaround possible Insight development ongoing .
