ENVI 498 Lecture Notes - Lecture 4: Qualitative Research, Contingency Table, Literature Review
Qualitative Research
Useful in providing knowledge for decision makers
Better to understand ______________ or ________________ phenomena.
Psychoanalytical, cultural
Psycholoanalystical
Unconscious mental processes
Qualitative:
Textual/visual
Goal: to understand the data
Ongoing/iterative
Member Checking
Inductive
Member Checking
Ask key informants to read the researcher's report to verify that the analysis is accurate
Quantitative:
Numerical
Goal: To quantify magnitude of variables and relationships
Guided ENTIRELY by researchers
Deductive
3 Step Process of Analysis
1. Data reduction
2. Data display
3. Conclusions drawing verification
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Data reduction
Categorization and coding of data that is part of the theory development process in qualitative data
analysis
Processes in data reduction
1. Categorization and coding
2. Comparison
3. Theory building
4. Iteration and negative case analysis
5. Tabulation (optional)
Data display
Tables that explain central themes in the study, diagrams that suggest relationships between variables,
and a matrix including quotes for various themes from representative informants
Steps within conclusions drawing verification
1. Credibility
2. Emic Validity
3. Cross-researcher reliability
4. Triangulation
5. Peer review
Credibility
The degree of rigor, believability, and trustworthiness established by qualitative research
Emic validity
Affirms that key members within a culture or subculture agree with the findings of a research report
Cross-researcher reliability
The degree of similarity in the coding of the same data by different researchers
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Triangulation
Addressing the analysis from multiple perspectives
Peer review
A process in which external qualitative methodology or topic area specialists are asked to review the
research analysis
Writing the report
1. Introduction
2. Analysis of the Data/Findings
3. Conclusions and recommendations
Introduction
-Topics covered, location, date, times and context of observation, number and degree of researchers
involved, procedure for choosing participants, number and characteristics of participants, number of
pages and what they contain
-research objectives
-research questions
-description of the research methods/procedures
-limitations of methods
Analysis of the data/findings
-Should go from general to specific
-Literature review and relevant secondary data
-Data displays
--> Verbatims: quotes from research participants that are used in research reports
-Interpretation and summary findings
Conclusion and recommendations
-Info should be linked to actionable marketing implications
-Suggests follow up research
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find more resources at oneclass.com
Document Summary
Ask key informants to read the researcher"s report to verify that the analysis is accurate. Goal: to quantify magnitude of variables and relationships. 3 step process of analysis: data reduction, data display, conclusions drawing verification. Categorization and coding of data that is part of the theory development process in qualitative data analysis. Processes in data reduction: categorization and coding, comparison, theory building, iteration and negative case analysis, tabulation (optional) Tables that explain central themes in the study, diagrams that suggest relationships between variables, and a matrix including quotes for various themes from representative informants. Steps within conclusions drawing verification: credibility, emic validity, cross-researcher reliability, triangulation, peer review. The degree of rigor, believability, and trustworthiness established by qualitative research. Affirms that key members within a culture or subculture agree with the findings of a research report. The degree of similarity in the coding of the same data by different researchers.
