Qualitatively Speaking the role and value of qualitative research

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Qualitatively Speaking the role and value of
qualitative research

• October 2006

Note This presentation was given to students at
the Joint Program of Survey Methodology Univ.
of MD, Univ. Of Michigan
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Big Picture -Purpose of Qualitative Research

• Before Quant
• Exploratory
• Develop/vet lists
• Pre-testing (questions, format, etc)
• After Quant
• Answer whys behind quant findings
• Evaluate stuff

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Qualitative at its best

• Exploratory
• Develop testable hypotheses
• Identifies the language of the target audience
• Helps develop better questionnaires
• Provides some insight into the whys of quant
  findings

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Qualitative at its worst

• Everybody says, this is just qual and cant draw
  any conclusions but, everybody does it anyway
• It is expensive and time consuming
• Tendency to focus on hearing/remembering what
  reinforces your pre-existing views.
• It becomes confirmatory you can, in this
  setting, get anyone to agree or disagree with
  just about anything.

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Types of Qualitative Research

• Focus Groups
• 6 to 8 max, no more please
• Yes, there can be group think, Type A
  personalities, know it alls and crazy people.
• But, great for brainstorming on issues/ideas
• Triads/Diads
• Close cousin to focus groups.
• The rationale your guess is as good as mine.
• 1 on 1, in-depth interviews
• More sensitive topics, senior level people
• Avoidance of group think
• Logistically tough, long days
• Preferred option in many instances (e.g.
  pretesting)
• Observational
• Big consumer product companies have come full
  circle.
• Very into observational

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Qualitative and Technology

• Dial Groups
• Online focus groups
• IModerate

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The Qual Research Crib Sheet

• Good
• How?
• What?
• Open-ended
• Non-assumptive

• Bad
• Why?
• Yes/no?
• Tallies and counts
• Leading