Chapter5.pptx Management Principles in Action

Management

1. Qualitative Research

2. 2 2 LEARNING OBJECTIVES After reading this chapter, you should be able to understand: Meaning and nature of qualitative research Difference between qualitative and quantitative research Rationale and uses of the qualitative research Categories and methods of the qualitative research Analysis of qualitative data Limitations of the qualitative research

3. QUALITATIVE RESEARCH Qualitative research is mainly useful in understanding consumer behaviour and attitudes, for instance; it probes rather than counts. It is impressionistic rather than conclusive . It comprises three major techniques – personal interviews (unstructured or semi-structured), focus group interviews and projective techniques. 3

4. Meaning and Nature Qualitative research looks to achieve the primary objectives of a research using methods that can help in elaborating interpretations of some phenomena without using numerical measurements. It is exploratory in nature, and thereby provides an in-depth understanding and clear insights of the research problem. 4

5. Definition of Qualitative Research Shank defined qualitative research as ‘a form of systematic empirical inquiry into meaning’ (p. 5 ). By systematic he meant ‘planned, ordered and public’, following the rules agreed upon by members of the qualitative research community. By empirical, he meant that this type of inquiry is grounded in the world of experience. According to researchers, inquiry into a meaning helps in understanding how others make sense of their experience. 5

6. Definition of Qualitative Research Denzin and Lincoln (2000) claimed that qualitative research involves an interpretive and naturalistic approach: ‘This means that qualitative researchers study things in their natural settings, attempting to make sense of, or to interpret, phenomena in terms of the meanings people bring to them’ (p. 3) 6

7. Qualitative Versus Quantitative Research 7 Criteria Qualitative research Quantitative research Objective To provide a clear understanding of the research problem; to discover new ideas; To provide a conclusive outcome of the research problem by testing research hypotheses Nature of research Exploratory: Researchers are not sure what they are looking for Conclusive: Researchers know what they are looking for Research design Exploratory Descriptive and Causal Approach Listen, observe, and interpret Measure, test and generalize Researcher involvement High Low Type of data Qualitative subjective data, Quantitative data Preferred sample elements Experts Participants with adequate knowledge Sample size Small Large Questions type Open ended; “what”, “how” and “why” questions. E.g. Satisfied or not, why/why not satisfied, etc. Closed ended; “how many”, “how much”, and “how often” questions. E.g. degree of satisfaction. Questionnaire type Unstructured Structured Methods of data collection Interviewing, focus group, ethnographies Online and offline surveys Analysis of data Non-statistical; subjective Statistical; objectives Research outcome Providing basic understanding of research problem Recommend a solution to the problem

8. Methodological Triangulation Applying a qualitative approach along with a quantitative approach considerably strengthens any research. Combining these two methodologies has been termed convergent methodology , multi-method/multi-trait , convergent validation or triangulation . Methodological triangulation is defined as ‘the combination of methodologies in the study of the same phenomenon.’ 8

9. Rationale and Uses of Qualitative Research Qualitative research will be helpful when research objectives are not specific, when there is a need to understand some real-life happenings, some phenomena and the inner motivations. It is required when there is a need to develop new concepts; when the researcher wants to study a behaviour or pattern, which possibly may be context dependent. It could also be used when there is a need to define a problem, otherwise quantitative methods would not yield the desired results. 9

10. Rationale and Uses of Qualitative Research Some other situations where a researcher may want to use qualitative research are as follows: When research problem is not well defined. When the primary objective of the research is to better understand or clarify a phenomenon. When the research problem or objective is to see how a phenomenon actually happens or how it happens in its natural settings . When the current approaches to studying some problem are outdated or they are not giving satisfactory results. Qualitative research is also effective in developing new theory or under-explored areas of interest. It may suggest essential variables that might have been overlooked in any research domain. 10

11. CATEGORIES OF QUALITATIVE RESEARCH There are following four many categories of qualitative research: Phenomenology – related to psychology and philosophy Ethnography – related to anthropology Grounded theory – related to sociology Case studies – related to psychology and business 11

12. METHODS OF QUALITATIVE RESEARCH 12 Sl . No. Method Description 1 In-depth interviews They’re personal interviews with one respondent at a time, either face to face or over phone. They are conversational in nature, and help the interviewer to understand the beliefs and motivations of the respondents. The researcher may approach a respondent with a predetermined list of issues or questions, but lets the discussion evolve depending upon how the respondents responds. 2 Focus groups A limited number of respondents from the target market are selected to participate in a planned discussion. During these discussions, members can interact and influence each other. These discussions can elicit consumer perceptions on any topic of interest. The number of participants may vary from 6-10. The environment of these discussions is free and non-threatening making discussion and interaction more effective. 3 Open-ended surveys Some surveys are designed with open-ended questions where respondents are supposed to write or speak up their minds. For example, an interviewer can ask a sample of female target audience as to which colour they like most? With pink, blue, red, green as answers to this question. The respondents can choose one out of the four. Then s/he can ask why do they like pink? With some space beneath this question for respondents to write, in their own words.

13. METHODS OF QUALITATIVE RESEARCH 13 Sl . No . Method Description 4 Observation The process of observation deals with the functioning of the five sensory organs (sight, smell, touch, taste, and hearing). It is a subjective method to collect systematic information. Humans, cameras (CCTV), and some other technological devices can be used to collect data from observation . 5 Case study Case studies are detailed study of one or a group of individuals’ behaviour or experience. This can also be used to explore more about or describe a phenomenon. They are focussed on high level of details to understand behaviour. They are used to answer how or why questions . 6 Record Keeping Using existing documents like researches done by various private and governmental agencies, government data published from time to time, books, journals, magazines. This data can be used to devise new researches, or used to throw light on existing researches.

14. METHODS OF QUALITATIVE RESEARCH 14 Sl . No. Method Description 7 Content Analysis Here words and images from documents, music, art, film or other media including social media is used to interpret and analyse social life. The researcher can see what words, images, and symbols are used and in what context they are used. This information can then be used to analyse and interpret the underlying culture. 8 Word Association test Respondent is given a single word and asked to say whatever words come to her/his mind without any delay. 9 Sentence Completion test It involves the use of an incomplete sentence which the respondent is asked to complete a short and simple sentence immediately; reveal attitudes which respondents may be reluctant to disclose

15. The Conditions for a Successful Interview Availability of information with the respondent Cognition Motivation 15

16. The Interviewer’s Task The interviewer’s task has four aspects: locating sample members, obtaining interviews, asking questions and recording the answers. 16

17. The Interviewing Errors First, errors may arise if the interviewer is unable to establish a proper rapport with the respondent . Errors in interviewing may also arise if the interviewer has deliberately or inadvertently not followed the instructions. Further, if the interviewer gives undue emphasis to a particular word or a part of the question, it might be suggestive to the respondent. If the interviewer omits any questions in haste, the answers will not be complete. This will cause an error of omission . Finally, the interviewer may commit some error in recording the responses. 17

18. Selection of Interviewers This applies more in the case of surveys where the interviewers are to collect data from different respondents. The major characteristics that an interviewer should possess include: The interviewer should be in good health. The interviewer should be an extrovert. The interviewer should be well dressed and have a pleasing personality. The interviewer must know and understand the local or regional language . An interviewer must be educated and well qualified to conduct the interview. Finally, an interviewer must be capable of communicating with the respondent. 18

19. Training of Interviewers Initial training Training for individual studies 19

20. Supervision of Interviewers A supervisor’s work should include: Gathering and training interviewers on the fundamentals of interviewing, including application forms. Alerting and briefing interviewers for a particular job . Allocating territory, in some cases requiring map work of a fairly detailed nature. Carefully studying the first day’s work, and correcting errors. Editing all work. Validating some of the reports (10 per cent or whatever percentage is required). Keeping careful production records. Reviewing time sheets. Rendering a detailed bill for the work 20

21. Non-response The term ‘non-response error’ represents a failure to obtain information from the respondents of the population that were selected for the sample. Since non-response error is one of the most serious sources of error confronting the researcher, the Council of American Survey Research Organisation (CASRO) has developed a standard definition of response rate. The definition is : Number of completed interviews with responding units Response rate = Number of eligible responding units in the sample The two main sources of non-response bias are not-at-homes and refusals . 21

22. Depth Interviews Unstructured Interview - are not subject to a well-defined and rigid procedure, and are known as informal interviews . When a researcher is interested in detailed investigation of perceptions, attitudes or motivations of the respondents, a formal or structured interview will not be suitable. For this, an unstructured interview is more flexible and is thereby used. 22

23. Focus Group Interviewing In a focus group interviewing method, the interviewer collects a small number of relatively homogeneous group of consumers for discussion on a particular subject . The optimal size of a focus group is usually taken to be about six to eight people. Any number less than this is insufficient for the focus group. On the other hand, if the number is, say 10 or 12, it is regarded as too large. 23

24. Conducting the Focus Group Interview To start a focus group interview in a reasonably sound manner, it is desirable that the moderator first explains the subject for discussion in her/his own words. S/he should initiate the discussion and allow the group interview to proceed spontaneously, without any intervention. However, when s/he feels that the group discussion has digressed from its theme, s/he should intervene and bring it back on the track. S/he may introduce certain stimuli, such as products, packages, pictures or advertisements, which may stimulate members of the group to participate in the discussion more actively. The moderator is like a conductor, orchestrating an improvisation. The task calls for adeptness and awareness of what is going on, what people are doing and feeling. It means giving everyone a chance without taking dull roll calls. 24

25. Advantages of Focus Group Interviewing Group interview studies are often fast and cheap; a study based on three or four group interviews can be conducted in a very short period . The group interview technique is appropriate for generating hypotheses; more so in cases when the available information is scanty . This technique brings the respondent who supplies information and the client who uses it closer . This technique is quite flexible, which is not the case when a structured questionnaire is used . The group interviewing technique, like the individual depth interviewing, is appropriate to handle contingencies . Respondents in a group interview stimulate one another. 25

26. Disadvantages and Misuses of Focus Group Interviewing The technique is used for too many things. It does not indicate how extensive the attitudes expressed by the participants are. The data are not at all projectable. Much of the results depend on the moderator. Problem relating to recruitment of participants would arise when a large number of groups are to be formed . Some of the advantages of the focus group technique also lead to misuses. For example, a manager may use this technique to support her /his preconceived notions. 26

27. Online Versus Offline Focus Group 27 Basis of difference Online focus groups Offline focus group Group sample size Ideally 4 to 6 people 6 to 8 people Duration 1.5 hours to 2 hours 2 hours to 2.5 hours Settings All participants are linked through webcams. All participants are invited to one place. Sample diversity Nationwide sample Local sample Cost Less High Technology requirement Yes Not necessary

28. PROJECTIVE TECHNIQUES Word Association Test Sentence Completion Test Thematic Apperception Test Story Completion Test Cartoons (blank balloons ) 28

29. QUALITATIVE DATA ANALYSIS There are four inferential processes of analysing qualitative data: Categorisation, Abstraction, Comparison and Refutation that l ink t he final result of research to its data. 29

30. LIMITATIONS OF QUALITATIVE RESEARCH Time-consuming process Results are not verified in qualitative research Labour-intensive approach Difficult to investigate causality Difficult to generalise the findings of qualitative research Small sample size Non-representative sample No conclusive findings 30

31. Cases Case Study 5.1: Snapdeal 2.0 Case Study 5.2: Zara 31

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