DSS Presentation Giuseppe


Published on

The presentation by Giuseppe shed light on various techniques and methods one can apply for qualitative fieldwork.

Published in: Education, Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Involuntary facial expression that people unconsciously display when they are hiding an emotion!
  • DSS Presentation Giuseppe

    1. 1. Leeds University Business SchoolQualitative FieldworkBy Giuseppe (Peppe) Musarra
    2. 2. The Structure • Qualitative Perspective • The Qualitative Job – Understand Visual Accessing Cues • Analysis and Interpretation of Qualitative Data – Comparative Case Study and Analytic Induction • Discussion Time Leeds University BusinessLeeds University Business School School
    3. 3. The Qualitative Pathway Research Problem Definition Inductive Information Needed Deductive Approach Approach (why?) (what is?) Theory Development and Hypotheses Testing Based On Hypotheses Formulation Existing Theories Qualitative Approach Quantitative ApproachExample:Research problem definition - why distrust originates in business relationshipsInformation needed - Insights into why distrust emergesLiterature Review - Lack of sufficient understanding on why distrust emergesLeeds University Business School
    4. 4. Some Techniques and Strategies• Focus Groups - consist of participants up to 12. A group is led by a moderator in an in-depth discussion on a particular topic or concept• In-depth Interviews - One-to-one interviews that probe or elicit detailed answers, often using non-directive techniques to uncover hidden motivations• Ethnography & Netnography – share the assumption that personal engagement (participation-observation) with the subject is the key to understand a particular phenomenon Leeds University BusinessLeeds University Business School School
    5. 5. The Qualitative Job• Identify, contact, ask respondent for an interview – use FAME, KOMPASS - be sure you talk to the right one• Semi-structured, un-structured, structured discussion guide to use during the interviews• Sign confidentiality agreement form – observe if manager is right-handed or left-handed• Ensure managers that information given would be confidential• Record/Video the interviews• Observe behaviours to uncover evidence of what it is not being said Leeds University Business School
    6. 6. Understand Visual Accessing CuesVisually Constructed Images Visually Remembered Images Macro Expressions Fake Smile Vs Natural SmileLeeds University Business School
    7. 7. Also…• Listen to words, verb tenses, details• Tone of voice – monotonous, defensive language• Observe body language – gesture & posture, touch nose and hears• Observe action taken - place objects in-between• No eye contactLeeds University Business School
    8. 8. So what does it mean and how to manage it• Risk of losing it by irritating respondents• Risk of missing valuable information• Do not be biased• Think Quick• Change topic• Silence or Pauses• Be flexible• Active listener• Take notes & combine observations & spoken wordsLeeds University Business School
    9. 9. Analysis and Interpretation of Data• Transcribed the interview• Combine words & notes & observations• Built three case studies – need one more• Comparative Case Study• Identified patterns of behaviours• Developed a conceptual framework• Analytic Induction Leeds University BusinessLeeds University Business School School
    10. 10. Comparative Case Study Partner Power Alliance Control - Resource-based Mechanism Partner DistrustLeeds University Business School
    11. 11. Analytic Induction A method to refine or extend existing theories by comparing them with typical cases. Partner Power Partner Control - Mechanism - Resource-based - Scope Partner Distrust - Context-based - Extent Alliance Performance Partner interdependence - Subjective performance - Objective performance Next stage: formulate hypotheses and test these empiricallyLeeds University Business School
    12. 12. ReferencesSpiggle, S. (1994). Analysis and Interpretation of Qualitative Data inConsumer Research. The Journal of Consumer Research. Vol. 21 (3),pp. 491 – 503.Yin, R. K. (2009). Case Study Research: Design and Methods. London:Sage Ltd.Leeds University Business School
    13. 13. Leeds University Business School Discussion TimeBy Giuseppe Musarra