Pronunciation
Pinyin
dìngxìngyánjiū
English
Qualitativeresearch
Definition
Qualitativeresearchisthewayresearchersusetodefineordealwithproblems.Thespecificpurposeistoin-depthstudythespecificcharacteristicsorbehavioroftheobject,andfurtherexplorethereasonsforitsoccurrence.Ifquantitativeresearchsolvesthe"what"problem,thenqualitativeresearchsolvesthe"why"problem.
Qualitativeresearchexploresthe"why"ofatopicthroughtheanalysisofdisorderedinformation,ratherthanthe"how".Thisinformationincludesvarioustypesofinformation,suchashistoricalrecords,interviewrecordingscriptsandrecordings,comments,andfeedbackTables,photos,videos,etc.Unlikequantitativeresearch,itdoesnotrelysolelyonstatisticsornumberstodrawconclusions.Italsohasformalresearchmethodslike"rootedtheory"and"ethnography".
Nounexplanation
Itisscientificresearchtodeterminetheessentialattributesofthings,oneofthebasicstepsandbasicmethodsofscientificresearch.Itusesobservation,experimentandanalysistoinvestigatewhethertheresearchobjecthasoneoranotherattributeorcharacteristic,andwhetherthereisarelationshipbetweenthem.Sinceitonlyrequiresananswertothenatureoftheresearchobject,itiscalledqualitativeresearch.
Researchersusemethodssuchashistoricalreview,literatureanalysis,interviews,observations,andparticipationexperiencetoobtaindatainnaturalsituations,andusenon-quantitativemethodstoanalyzethemandobtainresearchconclusions.Qualitativeresearchemphasizesmeaning,experience(usuallyoraldescription),description,etc.
Researchmethod
Aqualitativestudyisastudyonasmall-scale,carefullyselectedsampleofindividuals.Thestudydoesnotrequirestatisticalsignificance,butisbasedontheresearcher’sexperience,sensitivityandRelevanttechnologiescanprovideeffectiveinsightsintothebehaviorsandmotivationsoftheresearchobjects,aswellastheirpossibleimpacts.
Role
Currently,themainmethodsofmarketresearcharequalitativeresearchandquantitativeresearch.Itisnotdifficulttoseefromthetextthattheso-calledqualitativeresearchreferstoamethodofconductingresearchinnature;whilequantitativeresearchisamethodofconductingresearchintermsofquantity.
Qualitativeresearchisawayforresearcherstodefineordealwithproblems.Itisamarketresearchmethodthatrevealsthenatureofthings.Inlayman'sterms,itisanin-depthstudyofconsumers'opinions,andfurtherexplorationofthereasonswhyconsumersareonewayoranother.Ifquantitativeresearchsolvesthe"what"problem,thenqualitativeresearchsolvesthe"why"problem.
Usually,asanewproduct,plannersfacealotofconfusionbeforeitgoespublic.Forexample,towhomitshouldbesold,whatareitsproductbenefits,doconsumersneedthesebenefits,howmuchtheyarewillingtospendtobuythesebenefits,whatconsumersthinkaboutthisnewproduct,andwilltheylikeit?Thiskindofpackaging,style...why?Therearesomanyquestionsthatplannerscannotsolveinanofficemeeting,surfingtheInternet,ortakingaheadshot.Onlythroughwell-controlledqualitativeresearchcanthecorrectanswerstothesequestionsbeobtained.
Mainsteps
Themainformsofqualitativeresearchincludegroupdiscussionsandone-on-onein-depthinterviews.Duetoitsrelativelyshortresearchprocessandeasycontrol,qualitativeresearchhasreceivedmoreandmoreattentionfromcompaniesandmarketingplannersinrecentyears.StatisticsshowthatthedomesticqualitativeresearchexpensesofAmericancompaniesincreasedfrom350millionU.S.dollarsin1989to1billionU.S.dollarsin1999,anincreaseof280%.
Nomatterwhatformisadopted,intheprocessofqualitativeresearch,threemainstepsmustbemastered:planning,execution,analysisandapplication.Havingmasteredthesethreekeypoints,theentirequalitativeresearchwillhaveasuccessfulfoundation.
Thefollowingisanexampleofgroupdiscussion.
Thefirststep,planning:skillsarethemostimportant
Asuccessfulqualitativeresearchalsorequirescarefulplanning,whichismainlyreflectedinthefollowingtwoaspects:
ReasonablegroupingHowmanyseminarsneedtobeheld?Howtodeterminetheintervieweesinvitedforeachsession?Thesetwoseeminglysimplequestionsactuallyreflectthepurposeandscientificnatureofqualitativeresearch.Atthesametime,reasonablegroupingnotonlydirectlyaffectstheresearchresults,butalsogreatlysavesresearchcosts.
DesigninterviewoutlineUsually,beforethestartofthegroupdiscussion,theresearcherwilldesignanoutlineincludingthemainprocessandspecificcontentinadvance.Thisseeminglysimpleoutlineisveryparticularaboutit.Asymposiumshouldgenerallyinvolve6-10interviewees.HowtomaketheseunknownintervieweesspeaktheirmindswithoutinterferencefromotherfactorsandtoensurethattheyprovidethemosttruthfulinformationrequireshighSkill.Forexample,inthequalitativeresearchsymposiumonhealth-carericementionedearlier,intheentireinterviewoutline,wedidnotdirectlymentiontheissueofhealth-carerice,butalltheissuesarecenteredonwhatweneedtoknow.
Thesecondstep,execution:detailsarethekey
Thekeytoexecutionisthecontrolofdetails.Intheprocessofthediscussion,thefollowinglinksarethekeytoimplementation:
PersonnelselectionandinvitationDuetothesmallnumberofintervieweesinqualitativeresearch,eachinterviewee’sanswerItwillhaveagreaterimpactontheentireresearchresults.Therefore,theselectionandinvitationofpersonneliscrucial.Forexample,thecompanywheretheauthorworksemploysalargenumberoffull-timeandpart-timeinterviewers.Theyusuallycollectinformationaboutvariouspersonnel.Oncetheinterviewee'sconditionsaredetermined,theycanfindsuitablepersonnelintheshortestpossibletime.Atthesametime,wewilldesignatestquestionnairetofurtherevaluatethesepeopleandselectthemostappropriateinterviewees.
EnvironmentoftheforumsiteTheenvironmentandatmosphereoftheforumsitewillaffectthemoodoftheintervieweesandthusaffecttheresultsoftheresearch.Agoodsiteenvironmentshouldbeclosed,quiet,casual,andcomfortable.Inadditiontothehostandrecorder,theentryandexitofotherirrelevantpersonnelshouldbecontrolled.Thenumberofintervieweesshouldbecontrolledbetween6and10.Toolittleisnotconducivetothecollectionofanswers,toomuchisnotconducivetothecontrolofthescene,anditisimpossibletoconductmorein-depthresearch.Theresearchercanplacesomesnacks,fruits,drinks,etc.fortheintervieweetotake,sothattheintervieweecanenterarelaxedandhappysituationassoonaspossible.Seatsarearrangedinaroundtableformat,andtheintervieweesshouldnotfeelthattheyhavedeliberatelyarrangedseats.
Thehost’sattitudeandadaptabilityThehostisthecoreoftheentiresymposium.Anexcellenthostshouldhavethefollowingbasicqualities:
First,veryaffinity.Thedurationofasymposiumshouldnotexceed2hours,whichrequiresthehosttoestablishagooddegreeoftrustintheintervieweeintheshortestpossibletime.
Second,thereisnotendency.Thehost’swordsmustbeabsolutelyneutral,withoutanypersonalopinionsandtendencies,soastogaintheapprovaloftheintervieweesandgetfeedbackontherealsituation.
Three,superbcontrolandadaptability.Inalmosteverysymposium,therewillalwaysbesomeintervieweeswhoarenotsocooperativewithyou.Theauthormetamaleintervieweeinhis40swhohadasuccessfulcareerandhadahighereducation.Hedismissedallproblemsandkeptcallinghismobilephone.Seeingthis,Ifirst"praised"himcruelly,sayingthathehasrichexperience,temperament,andeducation,andaskedhimveryhumbly,implyingthatwecareabouthisopinions.After10minutes,hetooktheinitiativetoturnoffthephoneandactivelyparticipatedinthediscussion.
Fourth,haveprofessionalmarketingcapabilities.Everyseminarmayhave"accidents"thatgobeyondtheinterviewoutline.Forexample,inmanycases,therespondent’sanswersorcreativitywillbecompletelybeyondthehost’simagination.Thismaybeaverygoodhighlight,butthisrequiresthehosttobehighlysensitivetothisandhavesufficientmarketingplanning.Professionalawareness,timelyfollow-up,ortemporarilychangetheprocess,oradjustthequestionsoftheforum.Thiskindofprofessionalqualitynotonlymeetstheprofessionalrequirementsofqualitativeresearch,butalsohasprofessionalplanningability.Ifthehostdoesnotunderstandmarketingplanningatall,anddoesnotunderstandthecharacteristicsoftheindustry,itisdifficulttocapturetheseimportantdetails.
Thethirdstep,analysisandapplication:professionaliseffective
Theaboveworkistopavethewayforanalysisandapplication.
Acompanythathasjustenteredthehealthcareproductsindustryfromotherindustriespresentedtotheauthoraqualitativeresearchreportontheplanningofanewproductlaunch,andsaidthatitwasbecausetheyhadspecificallyfoundthebestmarketresearchcompany.Morethan100,000yuanwasmade.Afterreadingthereport,theauthorcanonlytellhim:Thisreportisverygood,butitisuseless.Thereportdrawsmanyconclusions.Forexample,70%ofShanghainesebuyhealthproductsinstores,morethan60%ofhealthproductsareusedasgifts,and80%ofconsumersthinkthatthepriceofnomorethan3yuan/dayisthemostappropriateandsoon.Theseconclusionsareinlinewithmarketreality,butthisisthebasiccommonsensethateveryoneintheindustryshouldknow.Forthemarketingandpromotionofaspecificproduct,theseconclusionsarefarfromenough.Infact,thepersoninchargeofaqualitativeresearchprojectmustnotonlyunderstandtheprofessionalknowledgeofresearch,butalsounderstandtheprofessionalknowledgeofindustryandplanning.Justimagine:youdon'tknowwhatisgoingoninthehealthcareproductindustry,whatinformationmaybeneededintheplanningprocess,howcanyoudothisqualitativeresearchproject?
Therefore,whendoinganalysisandapplication,researchersmusthavetheabilitytomasterthe"degree":whichconclusionsarevaluable,whichconclusionsneedtobeexplored,andwhichconclusionsmustbediscarded.Thesemaybeimportantaspectstomeasuretheprofessionalismofamarketingplanner.
Workinformation
Pinyintitle
dingxingyanjiu
Othertitles
Paralleltitles
ISBN
978-7-5624-3286-9
Responsible
NormanK.Denzin,Editor-in-ChiefofYvonnaS.Lincoln
Publisher
ChongqingUniversityPress
PlaceofPublication
Chongqing
Publicationdate
2007
ChineseLibraryClassificationNumber
C34
Notes
Abstract
Thisbookinvolvesthedevelopmenthistoryofqualitativeresearch,themethodologicalbasisofqualitativeresearch,thespecificmethods,strategiesandartofqualitativeresearch,andthefuturedevelopmentofqualitativeresearch.Thesecontentsarereflectedin41Amongthetopics.
Contents
13Qualitativeresearchanddesignofchoreographyart:Minuaiminuet,improvisationandcrystallization
14Unsaidstories:doingFundedQualitativeResearch
15PerformingEthnography:ABriefHistoryandSomeSuggestions
16CaseStudies
17EthnographyandEthnographyDescription
18InterpretationandPracticeAnalysis
19GroundedTheory:ObjectivismandConstructivistMethods
20Fearless:ChallengesfromLifeCourseandPostmodernism
21Testimony,subordination,andnarrativeauthority
22Participatinginactionresearch
23Clinicalresearch
Qualitativeresearch(Volume1):Methodologicalbasis
p>Introduction:SubjectsandPracticesofQualitativeResearch
QualitativeResearchMethods:HistoryinSociologyandAnthropology
Reconstructtherelationshipbetweenuniversityandsocietythroughactionresearch
Forwhom-qualitativeresearch,descriptionandsocialresponsibility
Ethicsandpoliticsinqualitativeresearch
Disputes,contradictionsandemergingfusionsbetweenparadigms
Threeepistemologicalorientationsofqualitativeresearch:interpretivism,hermeneutics,andsocialconstructivism
Feminismandqualitativeresearchinthenewcentury
racializeddiscourseandraceEpistemology
Rethinkingcriticaltheoryandqualitativeresearch
Culturalresearch
Gender,queertheoryandqualitativeresearch
Qualitativeresearch(Volume2):StrategyandArt
Theartofchoreographyforqualitativeresearchanddesign:Minuaiminuet,improvisationandcrystallisation
Theunsaidstory:DoingisfundedAqualitativestudyofethnography
Performanceethnography:abriefhistoryandsomesuggestions
Casestudy
Ethnographyandethnographicdescription
AnInterpretationPracticeAnalysis
RootedTheory:ObjectivismandConstructivistMethods
Fearless:ChallengesfromLifeCourseandPostmodernity
Testimony,SubordinationandNarrativeAuthoritative
Participateinactionresearch
Clinicalresearch
Qualitativeresearch(Volume3):Methodsofempiricaldatacollectionandanalysis
Interview:Fromstructuralquestionstointroductorytopics
Reflectiveobservation:Fromproceduretotext
Theinterpretationofliteratureandmaterialculture
Reflectionvisualmethods:fromGalileoto"NerveWanderer"
Theresearcherasthesubject:self-ethnography,individualnarrative,reflexivity
Dataprocessingandanalysismethods
SoftwareandqualitativeResearch
ConversationandTextAnalysis
FocusGroupMethodinFeministResearch
AppliedEthnography
QualitativeResearch(Volume4):TheArtofInterpretation,Evaluation,andDescriptionandtheFutureofQualitativeResearch
StandardIssuesofRelativism
PracticalandPoliticalIssuesofInterpretation
Writing:AResearchMethod
AnthropologicalPoetics
Understandingsocialplanningthroughevaluation
Influencingpolicyprocessthroughqualitativeresearch
Qualitativeresearchpressureandinnovation
Theseventhstage