Qualitative Research: The Power of Context
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Fuzzy Logic is good! As is Binary. There would be no computers without binary logic and there would be no decisions without fuzzy logic! A quote from the deck I used for a Faculty Development Program (FDP) for Management Professors in Mumbai some time ago.#GivingBack. Many slides are common to other decks uploaded , but the weave and additional material provide the relevance.
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Qualitative Research: The Power of Context
- 1. Muder Chiba Qualitative Research The Power of Context Qualitative Quantitative
- 2. Have you participated in a PTA meeting? How would the embattled Account Manager desire to be evaluated? Muder Chiba
- 3. Market Complexity Decisions Information Complexity I have concluded that the essence of wisdom is to hold the attitude that knowledge is fallible and to strive for a balance between knowing and doubting Psychologist John Meacham quoted in Hard Facts , Dangerous Half-Truths andTotal Nonsense, Profiting from Evidence-Based Management muder.chiba@gmail.com
- 5. Muder Chiba Black and White Shades of Probability
- 6. The business of insights is at the core , the business of truths (with a small t).The Tagore poem referenced here : http://www.poe mhunter.com/po em/where-the- mind-is-without- fear/ Muder Chiba
- 7. Muder Chiba
- 10. Muder Chiba In a world where quantitative is privileged over qualitative, many (mis) perceptions have been built up around qualitative research. To really get qualitative , it is necessary to get past those barriers to understanding.
- 11. Qualitative View Quantitative View Muder Chiba Quali perceives quant to be shovelling tons of data as throughput! Quant sees itself though as the steady ,solidThinker!
- 12. Muder Chiba Qualitative View Quantitative View The Quant researcher sees the Qual as a diva holding forth ;The Quali sees self as hard-working ,have-to-do-everything-myself
- 14. ...with sympathy for all my Qual brethren who have been asked for tally distribution for the 32 people who attended the Groups as "30 is the sample at which you can do the Student'sT test ! Muder Chiba
- 15. Qual is the seemingly soft fluffy area of MR. There is a lot more of the eclectic mix of a range of the Social Sciences here than in Quant though! And hard decisions using words instead of numbers per se as data. Fits well into the modern Big Data world . Muder Chiba
- 16. Qualitative view Quantitative view Muder Chiba Shades of Grey B&W
- 17. Qualitative Quantitative Muder Chiba Fuzzy Binary Fuzzy Logic is good! As is Binary.There would be no computers without binary logic and there would be no decisions without fuzzy logic!
- 18. Qualitative view Quantitative view 300 Muder Chiba
- 20. Qualitative view Infinite Quantitative view Finite Muder Chiba Quant researchers need a finite scalehow else would you compare mean scores?! Quant is about measurement , Qual about understanding
- 21. Qualitative Quantitative Mode Mean Muder Chiba Words are Qual fodder and the mode, the means to derive more meaning! I find Quant folk to be more mean minded!
- 22. Qualitative view Quantitative view Muder Chiba The Quant researcher needs a ready structure whereas the Quali compatriot spins structure out of context!
- 24. Muder Chiba
- 25. Muder Chiba
- 26. Data Collection questions ,photos , videos DataTranscription to provide cogent analysis base Content analysis to reduce data to manageable chunks whilst retaining flavour of context Chunking the analysis into a model to explain/decide Muder Chiba
- 27. Muder Chiba Techniques are data collection agnostic f2f , online , Mobile , Social media feeds Analysis is human+ machine.
- 28. IDI Dyads Triads Mini Groups Focus Groups Extended Focus Groups Accompanied Shopping DILO Extended Ethnography ObservationalTechniques Muder Chiba Decision based on : Objective, Confidentiality requirements Respondent accessibility, Taboo topic or not, time and cost
- 29. Projective Laddering Metaphor Elicitation Anthromorphizing Onion Peel JohariWindow Conflict groups Muder Chiba
- 30. Paint purchase decision for home Paint purchase decision for office Ideation for a creative brief for a toilet soap brand Market estimation for a new to market innovation Muder Chiba
- 31. Muder Chiba
- 32. muder.chiba@gmail.com Qualitative and Quantitative Perspectives With the Information Deluge ( think IoT , Big Data, Engagement Economy) , it does not require crystal ball gazing to determine that Qual and Quant approaches will need to cross-fertilise- with Quant learning to deal with fuzziness and context and Qual with huge sets of data and structure
Editor's Notes
- #2: If you are a researcher , qual or quant but do not possess a sense of humour- do Not proceed ! The Qual/Quant divide has been a part of life as we know it and the stress involved in getting the twain to meet has prematurely greyed many managers !!
- #9: Quali perceives quant to be shovelling tons of data as throughput! Quant sees itself though as the steady ,solid Thinker!
- #10: Quali perceives quant to be shovelling tons of data as throughput! Quant sees itself though as the steady ,solid Thinker!
- #12: Quali perceives quant to be shovelling tons of data as throughput! Quant sees itself though as the steady ,solid Thinker!
- #13: The Quant researcher sees the Qual as a diva holding forth ;The Quali sees self as hard-working ,have-to-do-everything-myself
- #14: This is where self-view and others view of self possibly coincide!
- #17: Shades of grey vs. B&W
- #18: Fuzzy Logic is good! As is Binary. There would be no computers without binary logic and there would be no decisions without fuzzy logic!
- #19: Spartan Who?
- #20: Probability is ,everything's Random nowadays!
- #21: Quant researchers need a finite scalehow else would you compare mean scores?! Qual gets to be meaningfully different !
- #22: Words are Qual fodder and the mode, the means to derive more meaning! I find Quant folk to be more mean minded!
- #23: Self-explanatory ! The Quant researcher needs a ready structure whereas the Quali compatriot spins structure out of context!
- #24: The Norm ! Said in hushed sepulchral tones
- #33: With the Information Deluge ( think IoT , Big Data, Engagement Economy) , it does not require crystal ball gazing to determine that Qual and Quant approaches will need to cross-fertilise- with Quant learning to deal with fuzziness and context and Qual with huge sets of data and structure