Chapter 7: Exploratory Research and Qualitative Analysis

Qualitative versus Quantitative Research

Concepts
Quantitative Emphasizes numbers, measurements, control, and

experimentation This is the traditional approach in business & economics research Qualitative Emphasizes natural settings, observations, verbal narratives, and interpretations Emerged in the mid- 1970s as an approach to educational research

Qualitative versus Quantitative Research

Goals

Quantitative Test theory Establish facts Show relationships Predict Statistically describe Qualitative Understand theory Develop understanding Describe multiple realities Capture naturally occurring behavior

Qualitative versus Quantitative Research

Design

Quantitative Structured Predetermined Formal Specific

Qualitative Evolving Flexible General

Qualitative versus Quantitative Research

Sample

Quantitative Large Representative Random Selection Control Groups Stratified

Qualitative Small Non-representative Purposeful

Qualitative versus Quantitative Research

Methods Quantitative Experiments Quasi-experiments Surveys Structured Interviews Structured Observations Qualitative Observation Open-ended interviewing Review of documents and artifacts

Qualitative versus Quantitative Research

Which Approach is Best? The problem you are studying determines

which approach to take. One is not better than the other. However, some researchers tend to look down their nose at the qualitative researcher!
Mixed Methods Some researchers used both qualitative and

quantitative methods in a single study. This is known as a mixed method approach.

Qualitative versus Quantitative Research

Purpose Exploratory versus descriptive and conclusive Small versus large samples
Broad range of questioning versus structured

questions Subjective interpretation versus statistical analysis

Exploratory Research
Initial research conducted to clarify and define the

nature of a problem Does not provide conclusive evidence Subsequent research expected

What is Exploratory Research?

QUANTITATIVE DATA

QUALITATIVE DATA

Why Conduct Exploratory Research?

Diagnose a situation
Screening of alternatives Discover new ideas

Why Conduct Exploratory Research?

Diagnose a situation Orientation for mgt when they know little about topic Information is needed before proper start of research Interview with employees on hot issues and concern for bread and butter related issues

Why Conduct Exploratory Research?

Screening of alternatives When several opportunities arise but budget does not allow investigating all, choice may be made through exploratory research.

Why Conduct Exploratory Research?

Discover new ideas Increasing production or improving safety by workers Consumer may suggest new product ideas Customers may suggest a good design of car

Categories of Exploratory Research

Experience surveys Secondary data analysis Case studies

Pilot studies

Experience Surveys
Ask knowledgeable individuals about a particular

research problem
most are quite willing
The purpose is to help formulate the problem and

clarify the concepts and Not conclusive based evidence Respondents should have the ability to articulate the information

Secondary Data Analysis

Preliminary review of data collected for another

purpose to clarify issues in the early Stages of a research efforts. Data collected for a purpose other than the project at hand Economical Quick source for background information

Case Study Method

Intensely investigates one or a few situations

similar to the problem Investigate in depth Careful study

Pilot Study
Any small scale exploratory study that uses

sampling But does not apply rigorous standards

Pilot Studies
Focus Group Interviews
Projective Techniques

In-Depth Interviews

Focus Group Interviews

Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues Labor issues, reaction to a political candidate, new product concept Participants may be women when.. They may be petroleum engineers if Could be patients talking about..

Group Composition
6 to 10 people Relatively

homogeneous Similar lifestyles and experiences

The Moderator
Develops rapport - helps people relax

Interacts
Listens to what people have to say Everyone gets a chance to speak

Maintains loose control and focuses discussion

Stimulates spontaneous responses

In Depth Interviews
A relatively unstructured, extensive interview used

in the primary stages of the research process The researcher asked many questions from the respondent and probes for elaboration.

Such as Can u tell me more abt that? Can u give me an exple of that plz? Why do u say that? May last for even more than an hour.

Projective Techniques-next class

An indirect means of questioning that enables a

respondent to project beliefs and feelings onto a third party, an inanimate object, or a task situation