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Qualitative Research Questions and Methodology

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Big Data isn't just about numbers and charts; qualitative research provides rich insight to help with any business question you may have. This presentation provides an overview of qualitative …

Big Data isn't just about numbers and charts; qualitative research provides rich insight to help with any business question you may have. This presentation provides an overview of qualitative research methodology and the importance and process of developing scalable research questions. Learn more about Levelwing's research capabilities: http://ow.ly/gcSXU

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  • 1. QUALITATIVE RESEARCHDEVELOPING QUESTIONS + WHY THEY ARE IMPORTANT
  • 2. 2AGENDAResearch Questions: §  Why do we need a research question? §  How to develop research questionsResearch Methodology: §  What is qualitative research? §  Different forms of qualitative research
  • 3. 3RESEARCH QUESTIONS
  • 4. 4WHY DO WE NEED A RESEARCH QUESTION?§  Frames the study§  Narrows the scope of the research§  Enables the researcher to ensure the research project is manageable
  • 5. 5DEVELOPING A RESEARCH QUESTIONAsk yourself: §  What are we trying to examine? §  What do we or our client want to learn from this research? §  What is the purpose of this research?
  • 6. 6WORDS TO USE WHEN DEVELOPING RESEARCHQUESTIONS§  Begin with how? or what?§  Use language such as: discover, generate, explore, identify or describe
  • 7. 7RESEARCH QUESTION CONSIDERATIONS§  Is the question easily and fully researchable?§  What type of information do we need to fully answer the question?§  Is the scope of the research question reasonable?§  Given scope, is the question too broad or too narrow?§  Do I have access to the necessary sources?
  • 8. 8OTHER RESEARCH QUESTION CONSIDERATIONS§  What research has been done previously?§  How can we expand or improve upon pre- existing research?§  What is the timeframe of study?
  • 9. 9WHY IS ALL THIS IMPORTANT?§  We can use these same steps when designing a new research project for a client§  Research questions will allow us to be more focused on exactly what the client is looking to have answered
  • 10. 10INFO NEEDED FOR NEW RESEARCH PROJECTS§  Research Objective§  Research Budget§  Project Timeline§  Data Timeframe (i.e. 6 month historical, 12 month historical, monthly monitoring)§  Target Demographics§  Project Focus (products, events, consumers)§  Main Question to be Answered through Research
  • 11. 11SAMPLE QUESTIONS§  What are the shared experiences of female fans of Major League Baseball?§  How do the experiences of female MLB fans differ from each other?§  How do female fans of MLB perceive other female fans?§  How do female fans of MLB believe male fans perceive them?§  How do female fans of MLB believe other female fans perceive them?§  What effect do societal gender norms have on female fans?
  • 12. 12RESEARCHMETHODOLOGYWHAT IS QUALITATIVE RESEARCH?
  • 13. 13NOW WHAT?§  We have our research question, now what do we do?§  The next step is to design a research study that will answer the necessary question(s)
  • 14. 14WHAT IS QUALITATIVE RESEARCH?§  First we need to define qualitative research§  When you hear someone mention “qualitative research” what comes to mind?Grbich, 2007
  • 15. 15QUALITATIVE RESEARCH IS…§  Seeking to understand human behavior and the reasoning behind that behavior§  Focuses on the why and how§  Generally used in the social sciences and for market research§  Sample size is often small and focused (10-12)
  • 16. 16DIFFERING APPROACHES TO QUALITATIVE RESEARCH§  Iterative (hermeneutic): seeking meaning and developing explanations through feedback and repeated process§  Subjective: focuses on the researcher and what takes place in their mind§  Investigative: understanding signs and symbols within a cultural context§  Enumerative: classifying items by percentages, frequencies, ranksGrbich, 2007
  • 17. 17ANALYTICAL APPROACHES§  Grounded Theory: theory emerges from the analysis of the data§  Ethnography: describe or examine a culture or cultural phenomenon§  Phenomenology: explore lived experiences to understand their meaning§  Feminist Theory: focus on gender inequalities present in societyGrbich, 2007
  • 18. 18METHODS OF DATA COLLECTION§  Interviews (one-on-one, focus groups, etc.)§  Observations§  Open-ended survey§  Written documentsGrbich, 2007
  • 19. 19TYPES OF ANALYSIS§  Narrative Analysis§  Content Analysis of Text§  Discourse Analysis§  Visual Interpretation (film, art, news images, photos, etc.)Grbich, 2007
  • 20. 20ANALYSIS: CODING§  When coding we focus on whatever is necessary to answer our research question§  This may require: emotion coding, holistic coding, in vivo coding, initial coding, etc.Saldana, 2009
  • 21. 21ANALYSIS: THEMINGTheming of the data:§  Reducing data into meaningful and manageable groups§  May focus on repeated words or phrases§  Evidence that answers the research questionGrbich, 2007; Saldana, 2009
  • 22. 22RESEARCH: NEXT STEPS§  Use additional information to support your findings§  The final research presentation can vary based on the needs to the project§  In research it is now acceptable to submit findings visually, as a poem, a narrative or even a script
  • 23. 23LIKE WHAT YOU SEE? WANT TO SEE MORE?Visit our sponsors at Levelwing.comLevelwing specializes in interpreting data and providing you with applications (and not justgraphs) that can impact your MARKETING, MERCHANDISING, INVENTORY or even TALENTRECRUITMENT. Levelwing helps companies utilize data to OPERATE WITH GREATER CLARITY +PROFITABILITY.Bottom line, they move your business forward by helping you make sense of your data so thatyou can ACHIEVE WHAT COULD BE.For additional information, please contact:STEVE PARKER, JR.Co-Founder & Managing Partnersteve@levelwing.com1 + 843.631.4587