From Words to Numbers: How to Transform Qualitative Data in to Meaningful Quantitative Results** (Katharina J.Srnka, Sabine T.Koeszegi* SBR 59 Jan 2007 29-57) Presented by Hemalatha D Presented by Hemalatha D

Agenda Abstract Introduction Designing qualitative –Quantitative Research Guidelines for generalisation design-Research Conducting integrated qualitative- Quantitative Research: An exemplary study applying the generalisation design Summary And Conclusions

Abstract

Introduction

Designing qualitative –Quantitative Research

Guidelines for generalisation design-Research

Conducting integrated qualitative- Quantitative Research: An exemplary study applying the generalisation design

Summary And Conclusions

Abstract This paper address the request for discovery- oriented results in the business disciplines. A generalised model qualitative- quantitative research designs Implementation Content Analysis Demonstration

This paper address the request for discovery- oriented results in the business disciplines.

A generalised model qualitative- quantitative research designs

Implementation

Content Analysis

Demonstration

1.Introduction Development of new theories leads to the total body of knowledge Acceptance of mixed- methods Target for the “niche” Reasons for absences of Q-Q research Incommensurability of research paradigms Lack of rigor in qualitative research Missing guidance for systematic combined qualitative research

Development of new theories leads to the total body of knowledge

Acceptance of mixed- methods

Target for the “niche”

Reasons for absences of Q-Q research

Incommensurability of research paradigms

Lack of rigor in qualitative research

Missing guidance for systematic combined qualitative research

2.Designing qualitative-quantitative research Davies (2003), suggests various types of combined research based on the work of Miller and Crabtree (1994). Creswell (2003), further developed his earlier work. Mayring (2001), a methodologist in the field of psychology, outlines four types of Q-Q (mixed) research designs.

Davies (2003), suggests various types of combined research based on the work of Miller and Crabtree (1994).

Creswell (2003), further developed his earlier work.

Mayring (2001), a methodologist in the field of psychology, outlines four types of Q-Q (mixed) research designs.

2.1 Traditional two studies research designs Sequential design Separate study design 2.2 Integrated qualitative-quantitative methods Q-Q, as a single research process– Elaboration model. Generalisation design It accomplishes two goals, (i) provides insight in to the research problem and thus responds to many calls for discovery – oriented research . Assures scientific rigor and allows deriving generalisability from qualitative data.

2.1 Traditional two studies research designs

Sequential design

Separate study design

2.2 Integrated qualitative-quantitative methods

Q-Q, as a single research process– Elaboration model.

Generalisation design

It accomplishes two goals, (i) provides insight in to the research problem and thus responds to many calls for discovery – oriented research .

Assures scientific rigor and allows deriving generalisability from qualitative data.

3.Guidelines for generalisation research design 3.1 A systematic blueprint for systematically analysing qualitative material In a generalisation design study, qualitative material is inductively explored and then coded. Applying a systematic procedure, new theory as well as a basis for quantitative analysis can be derived.

3.1 A systematic blueprint for systematically analysing qualitative material

In a generalisation design study, qualitative material is inductively explored and then coded.

Applying a systematic procedure, new theory as well as a basis for quantitative analysis can be derived.

The stages during which codeable units and the category scheme are created, reflected the qualitative process of content analysis. Stages 3 & 4 are time consuming, absorbs energy and resources. Reiterated by multiple cycles (indicated by back arrows). The procedure followed in the content analysis of the data often is not explained might cause problems in the validity and reliability of their output.

The stages during which codeable units and the category scheme are created, reflected the qualitative process of content analysis.

Stages 3 & 4 are time consuming, absorbs energy and resources.

Reiterated by multiple cycles (indicated by back arrows).

The procedure followed in the content analysis of the data often is not explained might cause problems in the validity and reliability of their output.

3.2 Criteria for “Good science’ Intersubjectivity of the process of qualitative research and the results it produces can be afforded by fulfilling the several requirements, (Kleining and Witt 2001), Systematic design of data collection Structured procedure and documentation of data analysis Multiple-person involvement and qualitative checks

Intersubjectivity of the process of qualitative research and the results it produces can be afforded by fulfilling the several requirements, (Kleining and Witt 2001),

Systematic design of data collection

Structured procedure and documentation of data analysis

Multiple-person involvement and qualitative checks

3.3 output for qualitative content analysis – Input for quantitative analyses Qualitative material results in two major final outputs, New theoretical insights-on particular field of interest It provides coded data used subsequent quantitative analyses.

Qualitative material results in two major final outputs,

New theoretical insights-on particular field of interest

It provides coded data used subsequent quantitative analyses.

4.Conducting integrated Q-Q research:An exemplary study applying the generalisation design 4.1 Research problem, design, and subjects This study explored negotiation process conducted with the help of electronic negotiation systems (eNS). The aims is to identify, i) To identify and understand particularities of electronic negotiations. To describe different negotiation behaviour applied by buyers and sellers in e- negotiations. The study was embedded in University of Vienna (Austria) & National Sun Yat-sen university, Kaohsiung (Taiwan ROC)

4.1 Research problem, design, and subjects

This study explored negotiation process conducted with the help of electronic negotiation systems (eNS).

The aims is to identify, i) To identify and understand particularities of electronic negotiations.

To describe different negotiation behaviour applied by buyers and sellers in e- negotiations.

The study was embedded in University of Vienna (Austria) & National Sun Yat-sen university, Kaohsiung (Taiwan ROC)

A total of 80 graduates students of business administration participated in the negotiation experiment. Subjects were paired so that one negotiator was European and the Taiwanese. The roles (buyer/seller) were assigned randomly. Based on four issues: price, quality, delivery and payment Negotiation period – 3 months. Subjects registered online for the experiment at a website ,where they have to fill in a pre- negotiation questionnaire in which they provided user- specific information. All communications were logged by the systems.

A total of 80 graduates students of business administration participated in the negotiation experiment.

Subjects were paired so that one negotiator was European and the Taiwanese.

The roles (buyer/seller) were assigned randomly.

Based on four issues: price, quality, delivery and payment

Negotiation period – 3 months.

Subjects registered online for the experiment at a website ,where they have to fill in a pre- negotiation questionnaire in which they provided user- specific information.

All communications were logged by the systems.

4.2 Qualitative Analysis: following the stages of the blueprint S 1&2: Data sourcing and transcription Data was in HTML format Transcription and translation was necessary. S 3:Unitization Coding of messages and further analysis. Focus on content and various styles of e-com. Chosen thought unit conveys one idea communicated by the negotiator to the opponent. Coding is based on linguistic studies.

S 1&2: Data sourcing and transcription

Data was in HTML format

Transcription and translation was necessary.

S 3:Unitization

Coding of messages and further analysis.

Focus on content and various styles of e-com.

Chosen thought unit conveys one idea communicated by the negotiator to the opponent.

Coding is based on linguistic studies.

1)intercoder reliability- measures were calculated. Guetzkow’s U- which measures the reliability of the number of units identified by two independent coders, U= (O 1 -O 2 ) / (O 1 +O 2 ) S 4: Categorisation Deductive- inductive method Bargaining Process Analysis II- to development of adequate categories. Categories such as, “text-specific units”, ‘private communication”

1)intercoder reliability- measures were calculated.

Guetzkow’s U- which measures the reliability of the number of units identified by two independent coders,

U= (O 1 -O 2 ) / (O 1 +O 2 )

S 4: Categorisation

Deductive- inductive method

Bargaining Process Analysis II- to development of adequate categories.

Categories such as, “text-specific units”, ‘private communication”

Ten auxiliary categories named ‘other’, one representing main category and other nine being sub- categories in each of the other main categories. Auxiliary categories functioned as “collection tanks”. Ex: Sarcasm, negative emotions.

Ten auxiliary categories named ‘other’, one representing main category and other nine being sub- categories in each of the other main categories.

Auxiliary categories functioned as “collection tanks”.

Ex: Sarcasm, negative emotions.

Using 56 categories and their sub categories, the two coders independently assigned a single code to each unit. For main coding round, Cohen’s kappa to check intercoder reliability. Kappa, suggested by Brennan and Prediger (1981). Intercoder consistency matrix and applied it to both the main and sub- category, for demonstrative purpose.sss

Using 56 categories and their sub categories, the two coders independently assigned a single code to each unit.

For main coding round, Cohen’s kappa to check intercoder reliability.

Kappa, suggested by Brennan and Prediger (1981).

Intercoder consistency matrix and applied it to both the main and sub- category, for demonstrative purpose.sss

Stage 5:

To further contribution, again the identified categories has been tested using Grounded theory- approach. Based on the content of the coded data, 9 categories were condensed in to 3 super-categories: “ negotiation specific”, “communication and “relationship”. These categories reflect Content, people, and process.

To further contribution, again the identified categories has been tested using Grounded theory- approach.

Based on the content of the coded data, 9 categories were condensed in to 3 super-categories: “ negotiation specific”, “communication and “relationship”.

These categories reflect Content, people, and process.

4.3 Quantitative analysis

S 1: Descriptive analysis Frequency analysis of the categories were identified. By applying super- categories developed earlier, resulted in vast majority of negotiation behaviour is negotiation specific (content specific), 2 relationship categories (people dimension & Communication (Process related.

S 1: Descriptive analysis

Frequency analysis of the categories were identified.

By applying super- categories developed earlier, resulted in vast majority of negotiation behaviour is negotiation specific (content specific), 2 relationship categories (people dimension & Communication (Process related.

S 3: Exploratory analysis

Stage 3: Hypothesis development and testing

4.4 Discussion and cross-validation By examining various qualitative procedure of content analysis with subsequent quantitative analyses, various types of negotiation behaviour, different negotiation styles, as well as particular impact on negotiation success has been evaluated. Quantitative analysis based on coded data indicates that individuals tend to strategically combine various types of behaviour in to complex negotiation styles. Tactical+ persuasive+ task-oriented behaviour= Offensive style. It was found that impressive congruence exists when cross- validating the findings. Negotiation style (eNs) , were able to identify by applying Q- Q research designs.

By examining various qualitative procedure of content analysis with subsequent quantitative analyses, various types of negotiation behaviour, different negotiation styles, as well as particular impact on negotiation success has been evaluated.

Quantitative analysis based on coded data indicates that individuals tend to strategically combine various types of behaviour in to complex negotiation styles.

Tactical+ persuasive+ task-oriented behaviour= Offensive style.

It was found that impressive congruence exists when cross- validating the findings.

Negotiation style (eNs) , were able to identify by applying Q- Q research designs.

5. Summary & Conclusions Discovery-oriented research and dominant paradigm in the business and management sciences that focused on theory and derived a statistical result. Combination of Q-Q– contributed new theoretical findings. To enrich body of knowledge, good linkage between Q-Q is needed. Generalisation model has been highlighted as a promising research design for discovery. The blueprint for deductive- inductive procedure which transforms qualitative data in to quantitative analysis gives a systematic approach. Important issues like quality decisions have been included. The unique things is, Separation of unitization Categorization Coding as individual stages These provide a valid and reliable data.

Discovery-oriented research and dominant paradigm in the business and management sciences that focused on theory and derived a statistical result.

Combination of Q-Q– contributed new theoretical findings.

To enrich body of knowledge, good linkage between Q-Q is needed.

Generalisation model has been highlighted as a promising research design for discovery.

The blueprint for deductive- inductive procedure which transforms qualitative data in to quantitative analysis gives a systematic approach.

Important issues like quality decisions have been included.

The unique things is,

Separation of unitization

Categorization

Coding as individual stages

These provide a valid and reliable data.

My Views... Irrespective of the field of interest this article will be a strong support for the research design part. The professors has shown a systematic approach for a research to be successful. It creates a strong “motivation” to the reader that if we have strong will towards the accomplishment of the work....... ........nothing can stop as a obstacle.

Irrespective of the field of interest this article will be a strong support for the research design part.

The professors has shown a systematic approach for a research to be successful.

It creates a strong “motivation” to the reader that if we have strong will towards the accomplishment of the work.......

........nothing can stop as a obstacle.

Best of Luck!!! & Thank you

Best of Luck!!!

&

Thank you