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Qualitative Researcg Design Method

The phenomenological method aims to describe how individuals experience specific events through interviews, observation, and surveys. It focuses on participants' feelings during an activity. Businesses use it to help sales representatives effectively close sales based on their personality. The ethnographic model immerses researchers in unfamiliar cultures similarly to anthropologists. The goal is to understand a culture's characteristics by personally experiencing it for extended periods. In business, it involves testing products with beta groups before public release. Grounded theory develops models to explain why courses of action evolved based on large data sets from existing research in fields like genetics and psychology. Businesses use it for customer satisfaction surveys to understand why consumers use their products and maintain loyalty.

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55 views4 pages

Qualitative Researcg Design Method

The phenomenological method aims to describe how individuals experience specific events through interviews, observation, and surveys. It focuses on participants' feelings during an activity. Businesses use it to help sales representatives effectively close sales based on their personality. The ethnographic model immerses researchers in unfamiliar cultures similarly to anthropologists. The goal is to understand a culture's characteristics by personally experiencing it for extended periods. In business, it involves testing products with beta groups before public release. Grounded theory develops models to explain why courses of action evolved based on large data sets from existing research in fields like genetics and psychology. Businesses use it for customer satisfaction surveys to understand why consumers use their products and maintain loyalty.

Uploaded by

Diane L
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Phenomenological Method

Describing how any one participant experiences a specific event is the goal of the
phenomenological method of research. This method utilizes interviews, observation
and surveys to gather information from subjects. Phenomenology is highly concerned
with how participants feel about things during an event or activity. Businesses use this
method to develop processes to help sales representatives effectively close sales
using styles that fit their personality.
Ethnographic Model
The ethnographic model is one of the most popular and widely recognized methods of
qualitative research; it immerses subjects in a culture that is unfamiliar to them. The
goal is to learn and describe the culture's characteristics much the same way
anthropologists observe the cultural challenges and motivations that drive a group.
This method often immerses the researcher as a subject for extended periods of time.
In a business model, ethnography is central to understanding customers. Testing
products personally or in beta groups before releasing them to the public is an
example of ethnographic research.
Grounded Theory Method
The grounded theory method tries to explain why a course of action evolved the way it
did. Grounded theory looks at large subject numbers. Theoretical models are
developed based on existing data in existing modes of genetic, biological or
psychological science. Businesses use grounded theory when conducting user or
satisfaction surveys that target why consumers use company products or services.
This data helps companies maintain customer satisfaction and loyalty.
Case Study Model
Unlike grounded theory, the case study model provides an in-depth look at one test
subject. The subject can be a person or family, business or organization, or a town or
city. Data is collected from various sources and compiled using the details to create a
bigger conclusion. Businesses often use case studies when marketing to new clients
to show how their business solutions solve a problem for the subject.
Historical Model
The historical method of qualitative research describes past events in order to
understand present patterns and anticipate future choices. This model answers
questions based on a hypothetical idea and then uses resources to test the idea for
any potential deviations. Businesses can use historical data of previous ad campaigns
and the targeted demographic and split-test it with new campaigns to determine the
most effective campaign.
Narrative Model
The narrative model occurs over extended periods of time and compiles information as
it happens. Like a story narrative, it takes subjects at a starting point and reviews
situations as obstacles or opportunities occur, although the final narrative doesn't
always remain in chronological order. Businesses use the narrative method to define
buyer personas and use them to identify innovations that appeal to a target market.
REFERENCES
RESOURCES
WRITER BIO
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Characteristics of Mixed-Method & Design Research

By: Christine Lebednik


Updated September 26, 2017

Understanding the characteristics of mixed-method research and design research


requires understanding some fundamentals of research approaches overall. Mixed-
method research and design research both developed out of needs for particular
research approaches that more fundamental research methodologies did not address.
The characteristics of these research approaches relate to the type of research project
for which each has likely application.
Research Fundamentals
Quantitative research focuses on data regarded as empirical. For example, a physical
address of a home or business exists as a fact. A researcher can identify the location
of the home based on the physical address. Someone doing research on the
circumstances that exist at that home, for example a census worker, can identify
additional facts about the residents of that home. Although those facts may change, at
the time of the census such things as number of residents, income range of the
household, and employment status exist as quantitative, or factual, data. Qualitative
research methodologies, however, seek to draw research-based conclusions by way
of qualitative indicators with reference to the research project. Qualitative factors
include such considerations as the effect of perceptions, beliefs, cultural context and
experiences on the outcome of a research project.
Mixed-Method
Mixed-methods research comes out of an environment in which professional
researchers have a tendency to use exclusivity in the use of either quantitative
research or qualitative research approaches as described at the American Educational
Research Association website. One characteristic of mixed-methods research is that
this approach seeks to minimize the weaknesses and draw from the strengths of an
exclusively qualitative or quantitative research methodology. Another characteristic is
that this methodology recognizes the value of knowledge as constructed through
qualitative means such as perceptions, as well as experience based on factual
aspects of the world in which people live. Another key characteristic of the mixed-
method research approach is that it rejects the dualism that sets qualitative or fact-
based and quantitative or subjectively based methodologies as having value only in
exclusivity from each other.
Design Research
Design research’s primary characteristic involves that it refers to research at the level
of data collection prior to the execution of a design plan. That is, people who work on
designing a project -- anything from a new product, such as a new type of cookware,
to a computer system to architectural design for a building -- use the design research
approach as described at the Loughborough University website. The characteristic aim
of design research involves acquiring information from individuals who are, or are
likely to correspond to, users of the potential product, system, or building as early as
possible in the design phase. Methodologies include such activities as focus groups
that allow users, or likely users, to give evaluations of the design’s usefulness and
case studies of individuals involved in the use of similar products or of design research
itself. Another methodology involves deploying professionals who can represent the
projected typical user in the design process. As an example of this last approach,
many software development teams incorporate the technical communications staff in
their project development plan because at the outset technical communications
professionals have an equal unfamiliarity with the software in development to that of a
typical end-user. They also have the communications skills to suggest improvements
to the technical design staff.

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