Upload
tomas-clift
View
214
Download
0
Tags:
Embed Size (px)
Citation preview
Academic and Commercial Qualitative Research:
The Best of Both WorldsRon Chenail
TQR Inaugural ConferenceJanuary 8, 2010
AbstractWith apologies to George Bernard Shaw, academic qualitative research and commercial qualitative research have been “two countries separated by a common language,” but this cultural divide has its positives because these divergent customs present opportunities for mutual innovation. Today we will explore these differences and offer enhancements for both worlds.
DiscoveryExploring our cultures
Academic Qualitative Research
Social Sciences Humanities
Academic Qualitative ResearchInvestigator-defined problemBasic and AppliedDiscovery-orientedNaturalisticDescriptive, Interpretive, and ExplanatoryKnowing and Doing
Commercial Qualitative Research
Business
HumanitiesSocial
Sciences
Commercial Qualitative ResearchMarket Research
Public Policy
Design
Commercial Qualitative Research
Commercial Qualitative ResearchClient-defined problemAppliedSolution-orientedNaturalistic and ControlledDescriptive, Interpretive, and ExplanatorySense and Decision-Making
Academic Qualitative ResearchColleges and UniversitiesResearch InstitutesPublicProducts
Theses and DissertationsJournal ArticlesBooks and Book Chapters
Commercial Qualitative ResearchIndependent ConsultantsResearch CompaniesDepartments within CompaniesProprietaryProducts
PresentationsInterim and Final Reports
Academic Qualitative ResearchEthnographyPhenomenologyGrounded TheoryNarrative InquiryCritical VariationsArtistic VariationsAction Variations
Commercial Qualitative ResearchApplied AnthropologyQualitative Marketing ResearchQualitative Market ResearchCollaborative DesignUsability StudiesSocial Research: Program and Policy
EvaluationConsumer ResearchOrganizational Change Research
Academic Qualitative ResearchIndividual and Group InterviewsFieldworkDocument Analysis
Commercial Qualitative ResearchQualitative Research
One-on-One InterviewsFocus Group InterviewsAmbush Interviews
EthnographyMystery ShopperShop-Along’s
Qualitative Data AnalysisProjective Techniques and Scenarios
DifferencesNoting contrasts and criticisms
Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchEmphasis on
methodology
Theory informs practice
Wide range of methods
Long time scales
Emphasis on end benefit
Practice and theory are an iterative process
Qualitative “thinking” privileged over methods (ideally)
Intensive, fast turnaround
Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchPrioritize
validity/reliability
Cerebral
Largely verbal
Judged by academic rigour
Prioritize understanding, experience, direction
Holistic (mind / body / emotion)
Sensory, especially visual / emotional
Judged by usefulness
Criticizing Academic and Commercial Qualitative ResearchAcademic CommercialToo mechanistic
Too long
Knowledge for what purpose?
Quantitative-influenced
Too much oversight
Too creative
Too quick
Purpose for what knowledge?
Business-influenced
Too little oversight
Best of Both WorldsIntegrating our cultural differences
Pragmatic QualityPurpose
Quality
Rigor / Creativity
The Creative Instrument
Rigorous Method
Creative Self
Inductive MethodDecide
Reflect
Observe
Tri-Design
End-Users
ResearcherParticipants
Rapid Data TransformationThemes
Vertical
Categories
Vertical
Codes
Vertical
Wisdom-Informed Change and Change-Informed Reflection
Data Information
Knowledge
Wisdom Change
Reflection
Begin the conversation!Celebrate the DifferencesExplore the ConnectionsShare the Successes
SourcesImms, M., & Ereaut, G. (2002). An
introduction to qualitative market research. London: Sage.
Keegan, S. (2009). Qualitative research: Good decision making through understanding people, culture and markets. London: Kogan Page.
Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast Press.
ContactRon Chenail, Ph.D.The Qualitative ReportNova Southeastern University3301 College AvenueFort Lauderdale, Florida 33317 [email protected]