understanding and interpreting context-
specific findings from a small population
meaning of data
provide depth, insights and understanding
takes the perspective of a particular
population or culture
studies the 'human side': values, opinion,
feelings, behaviors, experiences, social
dynamics, etc.
considers the context in which the research is
no generalization possible
embedded
qualitative research
data: intervention-free observations,
visual and verbal data documents, videos, audio files, transcripts,
case studies
unit of analysis: person, culture, event,
program, brand, consumer
unstructured, flexible, exploratory-based
research designs systematic methodological approach for the
collection and analysis of qualitative data
open-ended
with the goal to build theory
purposive
theory based on data
small samples sampling
iterative, inductive and interactional process,
'discovery' through contact
information-dense cases
constant comparison of data points
1. research question theoretical sampling: build your sample on the
goal
2. select sample
grounded theory
3. collect data
4. interpret findings
5. build theory steps in qualitative research
(6. adapt research question)
(7. collect more data) process
emergent & dynamic process: we collect new
data while we analyze the data, in order to
update what we found in the process
no predefined theories or hypotheses that
research question is explorative contributions made through grounded theory
guide you
want to obtain sensitive information that phenomenology requires researcher to explore
requires trust the meaning of experiences through
descriptions, interviews, everyday life
requires probing, two-way interaction want to get to the bottom of things experiences
want to study complex phenomena when to use grounded theory is particularly appropriate
when the purpose of the research is to
difference grounded theory and
want to get overall/holistic picture discover consumer-related constructs and
phenomenology
dimensions when you want to come up with
want to develop new theory new theory or conceptual model
military: strategy of trying to locate an grounded theory is more systematic, whereas
unknown point by forming a triangle around phenomenology is mostly based on describing
the point experiences and extracting findings from that
triangulation want to complement quantitative findings
1. research question & collect data right away
social sciences: using more than one method
or data source to study a phenomenon
2. read narratives
3. extract significant statements
relies too heavily on researchers
subjective
interpretations of findings and point-of-views 4. formulate meanings
open questions in unstructured manner and
phenomenology process 5. cluser recurrent themes
particular populations that are hard to get to,
problem of replicability
so it is hard to replicate under the exact same
6. describe phenomenon
conditions
downsides
small, non-representative samples in specific 7. reduce themes
contexts makes it hard to generalize findings problem of generalization
to general population 8. check with participants (rather what you
found is what they meant)
hard to retract the steps they took to get to a
lack of transparency a form of naturalistic inquiry that has a
certain conclusion
specific interest in culture
rooted in consumer research
explains how culture constructs and is
constructed by behaviors and experiences of
its members
the process of breaking down, examining, involves prolonged participation within a
comparing and conceptualizing and labelling and linking specific culture or sub-culture
ethnography
categorizing data
particularistic studies specific cultures in specific contexts
allows multiple data collection methods
coding
findings uncover layered meanings of
phenomenon
start with data -> derive codes from data inductive coding
product design
approaches to coding
pre-define codes -> look for excerpts and
deductive coding in practice addressing unmet needs
quotes that fit those codes
unbiased understanding of consumer sub-
cultures
research question, collect data, interpret
main steps in qualitative research
findings, build theory ethnography on the internet
exploratory research, building new theory, cultures and communities in contemporary
motives & feelings
when to use qualitative research summary
digital communication
subjectivity, replicability, generalizability, faster, simpler, more time-efficient and less
when are the downsides of qualitative research
transparency intrusive (compared to ethnography)
netnography
active or passive participating or simply following conversations
understand needs and influences of relevant
objective online consumer groups without having o
directly ask them
consumer groups who are hard to reach
methodology subjective accounts of people's salient or
underlying experiences, motives, beliefs,
feelings, opinions, etc
qualitative research something that is narrated by the participant
rather than observed by the researcher
same questions and procedure, deductive
standardized
research
each interview follows a specific research
question with predetermined themes but
allows flexibility, inductive research
what is the research approach? what is the
1. define epistemological position
semi-structured goal?
interviews structured protocol, contains key
3 types 2. interview protocol themes/questions and probes, transitions
between questions
4 steps
start with broad question and move on to
3. interviewing
more specific
test interview on subjects and edit what did
4. iterate not work or iterate as you conduct the
interviews
direct, personal, based on conversation,
unstructured in-depth
inductive research
specific target populations
applications specific topics
specific situations and behaviors
discussion conducted by a trained moderator
among a small group of participants in an
unstructured and natural manner
6-10 homogeneous participants (pre-screened)
1.5-2 hours
capture group dynamics in research settings,
informal, people can talk to each other and
share opinions
storyboards, mood boards, collages, products,
focus groups
ads, films, music, websites, brochures
typically recorded
creative consumers who currently experience
needs still unknown to the public and who
also benefit greatly if they obtain a solution
to these needs by innovating themselves
consumers beyond the traditional market
lead user workshops (special focus groups lead users place trying to solve specific consumer
problems
use experts that are not necessarily experts in
the target market but are experts in related
markets
showing a picture and asking participants
association
what comes to mind
participants get an abstract of a story or
completion sentence and they have to complete it in their
unstructured indirect form of questioning that own words
encourages participants to project their
projective techniques
underlying motivations, beliefs, attitudes, or participants get something with empty speech
feelings regarding the issue of concern construction or thought bubbles and they have to
complete those bubbles in their own words
participants express themselves visually or
verbally by means of roleplaying,
expression
personification, taking the perspective of
another person
developing a complete in-depth
case study research understanding of a particular event, process,
program, subject, or activity
interpretive technique, researchers study their
introspection
own behavior
self-reported longitudinal behavior and
diary studies
latent = not directly observable experiences
abstract, theoretical concept that we cannot secondary data videos, photos, texts, documents
exist as underlying psychological or social
latent variable used to express theories directly observe but we can infer from
variables
patterns of behavior, thoughts, or feelings
operationalized by measuring indirectly
X -> Y predict events
X -> M -> Y explain events
influence events why do we need constructs construct
make generalizable claims
study things that would otherwise be ignored
psychological tendency to value and favor materialism
measured as an attitude construct some concepts are constructs and behaviors,
fair-trade products
e.g. preference for fair-trade products depending on their definition and construct vs behavior moral identity
actual act of choosing a fair-trade product behavior operationalization
empathy examples of constructs
risk aversion
privacy concern
directly recorded, observed and counted manifest
observable action or outcome
behavioral indicator for a construct proxy
luxury buying behavior
preference as a choice, not a tendency to
preference for fair trade examples
prefer
repeated brand choice
specific findings from a small population
meaning of data
provide depth, insights and understanding
takes the perspective of a particular
population or culture
studies the 'human side': values, opinion,
feelings, behaviors, experiences, social
dynamics, etc.
considers the context in which the research is
no generalization possible
embedded
qualitative research
data: intervention-free observations,
visual and verbal data documents, videos, audio files, transcripts,
case studies
unit of analysis: person, culture, event,
program, brand, consumer
unstructured, flexible, exploratory-based
research designs systematic methodological approach for the
collection and analysis of qualitative data
open-ended
with the goal to build theory
purposive
theory based on data
small samples sampling
iterative, inductive and interactional process,
'discovery' through contact
information-dense cases
constant comparison of data points
1. research question theoretical sampling: build your sample on the
goal
2. select sample
grounded theory
3. collect data
4. interpret findings
5. build theory steps in qualitative research
(6. adapt research question)
(7. collect more data) process
emergent & dynamic process: we collect new
data while we analyze the data, in order to
update what we found in the process
no predefined theories or hypotheses that
research question is explorative contributions made through grounded theory
guide you
want to obtain sensitive information that phenomenology requires researcher to explore
requires trust the meaning of experiences through
descriptions, interviews, everyday life
requires probing, two-way interaction want to get to the bottom of things experiences
want to study complex phenomena when to use grounded theory is particularly appropriate
when the purpose of the research is to
difference grounded theory and
want to get overall/holistic picture discover consumer-related constructs and
phenomenology
dimensions when you want to come up with
want to develop new theory new theory or conceptual model
military: strategy of trying to locate an grounded theory is more systematic, whereas
unknown point by forming a triangle around phenomenology is mostly based on describing
the point experiences and extracting findings from that
triangulation want to complement quantitative findings
1. research question & collect data right away
social sciences: using more than one method
or data source to study a phenomenon
2. read narratives
3. extract significant statements
relies too heavily on researchers
subjective
interpretations of findings and point-of-views 4. formulate meanings
open questions in unstructured manner and
phenomenology process 5. cluser recurrent themes
particular populations that are hard to get to,
problem of replicability
so it is hard to replicate under the exact same
6. describe phenomenon
conditions
downsides
small, non-representative samples in specific 7. reduce themes
contexts makes it hard to generalize findings problem of generalization
to general population 8. check with participants (rather what you
found is what they meant)
hard to retract the steps they took to get to a
lack of transparency a form of naturalistic inquiry that has a
certain conclusion
specific interest in culture
rooted in consumer research
explains how culture constructs and is
constructed by behaviors and experiences of
its members
the process of breaking down, examining, involves prolonged participation within a
comparing and conceptualizing and labelling and linking specific culture or sub-culture
ethnography
categorizing data
particularistic studies specific cultures in specific contexts
allows multiple data collection methods
coding
findings uncover layered meanings of
phenomenon
start with data -> derive codes from data inductive coding
product design
approaches to coding
pre-define codes -> look for excerpts and
deductive coding in practice addressing unmet needs
quotes that fit those codes
unbiased understanding of consumer sub-
cultures
research question, collect data, interpret
main steps in qualitative research
findings, build theory ethnography on the internet
exploratory research, building new theory, cultures and communities in contemporary
motives & feelings
when to use qualitative research summary
digital communication
subjectivity, replicability, generalizability, faster, simpler, more time-efficient and less
when are the downsides of qualitative research
transparency intrusive (compared to ethnography)
netnography
active or passive participating or simply following conversations
understand needs and influences of relevant
objective online consumer groups without having o
directly ask them
consumer groups who are hard to reach
methodology subjective accounts of people's salient or
underlying experiences, motives, beliefs,
feelings, opinions, etc
qualitative research something that is narrated by the participant
rather than observed by the researcher
same questions and procedure, deductive
standardized
research
each interview follows a specific research
question with predetermined themes but
allows flexibility, inductive research
what is the research approach? what is the
1. define epistemological position
semi-structured goal?
interviews structured protocol, contains key
3 types 2. interview protocol themes/questions and probes, transitions
between questions
4 steps
start with broad question and move on to
3. interviewing
more specific
test interview on subjects and edit what did
4. iterate not work or iterate as you conduct the
interviews
direct, personal, based on conversation,
unstructured in-depth
inductive research
specific target populations
applications specific topics
specific situations and behaviors
discussion conducted by a trained moderator
among a small group of participants in an
unstructured and natural manner
6-10 homogeneous participants (pre-screened)
1.5-2 hours
capture group dynamics in research settings,
informal, people can talk to each other and
share opinions
storyboards, mood boards, collages, products,
focus groups
ads, films, music, websites, brochures
typically recorded
creative consumers who currently experience
needs still unknown to the public and who
also benefit greatly if they obtain a solution
to these needs by innovating themselves
consumers beyond the traditional market
lead user workshops (special focus groups lead users place trying to solve specific consumer
problems
use experts that are not necessarily experts in
the target market but are experts in related
markets
showing a picture and asking participants
association
what comes to mind
participants get an abstract of a story or
completion sentence and they have to complete it in their
unstructured indirect form of questioning that own words
encourages participants to project their
projective techniques
underlying motivations, beliefs, attitudes, or participants get something with empty speech
feelings regarding the issue of concern construction or thought bubbles and they have to
complete those bubbles in their own words
participants express themselves visually or
verbally by means of roleplaying,
expression
personification, taking the perspective of
another person
developing a complete in-depth
case study research understanding of a particular event, process,
program, subject, or activity
interpretive technique, researchers study their
introspection
own behavior
self-reported longitudinal behavior and
diary studies
latent = not directly observable experiences
abstract, theoretical concept that we cannot secondary data videos, photos, texts, documents
exist as underlying psychological or social
latent variable used to express theories directly observe but we can infer from
variables
patterns of behavior, thoughts, or feelings
operationalized by measuring indirectly
X -> Y predict events
X -> M -> Y explain events
influence events why do we need constructs construct
make generalizable claims
study things that would otherwise be ignored
psychological tendency to value and favor materialism
measured as an attitude construct some concepts are constructs and behaviors,
fair-trade products
e.g. preference for fair-trade products depending on their definition and construct vs behavior moral identity
actual act of choosing a fair-trade product behavior operationalization
empathy examples of constructs
risk aversion
privacy concern
directly recorded, observed and counted manifest
observable action or outcome
behavioral indicator for a construct proxy
luxury buying behavior
preference as a choice, not a tendency to
preference for fair trade examples
prefer
repeated brand choice
