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Lecture case 2 Qualitative research HPI4002
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Lecture case 2 Qualitative research HPI4002
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Innovation and Quality Management: Qualitative Research 6-9-2021When you want to measure effects or experiences you could use qualitative research.
Qualitative research: takes place in a natural setting and the researcher often goes to the site of the
participant to conduct the research.
Is emergent rather than tightly preconfigured (the research questions may change and be
refined; the data collection may change). In quantitative it is more preconfigured for example
Can be used to build theory or a broader understanding of unexplored topics
Deductive reasoning: you start from a theory and you want to test some hypothesisis. Based on this
you will collect data and you will do observations to see whether you can confirm the hypothesis.This
is quantitative research.
Inductive reasoning: start with observations, do data collection first, there is no theory. Based on
patterns within your data and based on this you will form hypothesises and you could form new
theories as well (this is often qualitative)
Qualitative research have been used in many different disciplines (history for example) within many
domains (culture, communication).
Qualitative research design: 3 main designs
Ethnography: started of as anthropological way to study cultures. Study groups of people the
behaviour
Grounded theory: you want to build new theories. Is focused on observations
Phenomenology: focuses on studying human experiences (living in a nursing home and
experience of family of patient for
example).
Differences in qualitative and quantitative
research:
Designs
Measurements
Sampling
Forms of sampling:
Convenience/Volunteer sampling: online
poll, finding participants at the mall, survey
your best friends. This is a very easy way of
sampling, however it is dangerous due to bias
Snowball/Chain Sampling: one or multiple participants, you ask if they know someone who
meet the requirements for your study. So by this you get a larger sample. This one is also
easy and could lead to participants that you would normally not get in contact with.
Purposive/Purposeful sampling: sample with a certain purpose in mind when you want to
increase representativeness or comparability. This includes maximum variation sampling (so
you want to get both males and females in your study for example)
Homogeneous/Typical case/Extreme sampling: you are looking for participants with certain
characteristics.
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