DSS Presentation Giuseppe
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The document outlines the qualitative research approach in business studies, focusing on techniques such as focus groups, in-depth interviews, and ethnography to understand phenomena like distrust in business relationships. It emphasizes the importance of careful analysis and interpretation of qualitative data through methods like comparative case studies and analytic induction. Key skills for effective qualitative research include active listening, observing visual cues, and managing interactions with respondents.
DSS Presentation Giuseppe
- 1. Leeds University Business School Qualitative Fieldwork By Giuseppe (Peppe) Musarra
- 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 Business Leeds University Business School School
- 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 Approach Example: Research problem definition - why distrust originates in business relationships Information needed - Insights into why distrust emerges Literature Review - Lack of sufficient understanding on why distrust emerges Leeds University Business School
- 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 Business Leeds University Business School School
- 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. Understand Visual Accessing Cues Visually Constructed Images Visually Remembered Images Macro Expressions Fake Smile Vs Natural Smile Leeds University Business School
- 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 contact Leeds University Business School
- 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 words Leeds University Business School
- 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 Business Leeds University Business School School
- 10. Comparative Case Study Partner Power Alliance Control - Resource-based Mechanism Partner Distrust Leeds University Business School
- 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 empirically Leeds University Business School
- 12. References Spiggle, S. (1994). Analysis and Interpretation of Qualitative Data in Consumer 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. Leeds University Business School Discussion Time By Giuseppe Musarra
Editor's Notes
- #7: Involuntary facial expression that people unconsciously display when they are hiding an emotion!