Qualitative Methods in Business - Term Paper Example

? Research Methods Approaches Qualitative Research Methods Approaches & Their Implications Introduction Qualitative research methods are the basis behind a strong a conclusive research work. It basically are basically a set investigation techniques which undercover certain deductions which cannot be easily examined. Learning human behavior and making suggestive moves to find out the reasons behind that behavior is the basic intention of qualitative research methods. For instance to check out the element of loyalty, attachment and affiliation of an individual with a brand can be examined through qualitative research methods (Lewis, Saunders & Thornhill, 2009). These research methods are applied in almost every field of study but their implementation in the field of business management and marketing is slightly more. For testing and analyzing quality measures, this research method plays a vital role and its significance holds a prestigious supremacy. In research methods, qualitative measures provide essential information which eventually helps in the formation of hypothesis. It has given a new sphere and horizon to the field of business management and development process in refining these techniques more is taking place (Hair, Celsi and Page, 2011). Following are some of the renowned qualitative research method approaches along with the comparison and debate with projective techniques. Their significance in business administration and usage is discussed with a conclusion to get an exact idea about the implementation and implication of these research methods and projective techniques in the mode of studies. Focus Groups To examine the impact of a product or service in the market, a focus group session is the most recognized technique. Focus group is basically a qualitative set of methodology in which people from diverse backgrounds are invited and a discussion session takes place. The discussion session is controlled by a moderator. In focus groups, diversity of individuals is the name of the game. Ideas and depiction of thoughts by individuals is the essence of this research method technique. It gives a broad view to check out the position of a certain product or service. Moreover this session also takes place to converse about different matters etc. (Blumberg & Schindler, 2008). (Lewis & Saunders, 2009) demonstrate that the implication of this research method is widely done in almost all major modes of studies. This gives a horizon that what actually people think. Focus group participants can vary from research to research. For instance to check out the performance of a car, focus group discussion takes place. The panel members in this discussion would be product manufacturing engineers, consumers, analysts, journalist, market guru’s and future potential customers. Their depiction of thoughts will be the quintessence of this discussion. Moderator will ask certain focused research based questions from the panel members. Members upon their respective turn will present their views. The proposition of this tactic is mostly done in the subject of psychology, sociology, marketing and its sub branches, human resources management etc. Market Surveys To get the concrete picture about the thinking of consumers, market surveys act as the backbone. It has vast implication and is done in approximately research work. Market surveys provide the various ideas of people about a product, service or any other issue. People from diverse backgrounds provide their review about a certain product or service. They also bluntly demonstrate that what are the shortcomings and plus points of the product. Their representation of non fragmented thoughts makes this research technique powerful. Literate, illiterate- all consumers present their ideas clearly (Eriksson & Kovalainen, 2008). Market surveys are done in all the capacities to check out the positioning of a product or service. For instance to check out the impact of a certain mobile phone among users and customers, cell phone market survey will be done which will give deep insight about what consumers think of it. It will also explain that what are its drawbacks, advantages and who are its customers. A set of formal and informal questions are asked by the researcher to get the concrete picture. One of the biggest advantages of this research technique is that people present their ideas openly, without hesitation (Bryman, 2012). Questionnaire (Cameron & Price, 2009) describes it as the most utilized technique in all the research works carried throughout the globe is the utilization of questionnaires. Questionnaires are very useful research methods practice and its scores show that what the people ideas about a certain thing are. Questionnaires are basically a set of focused questions, formal and informal which are oriented towards the research work. Random indirect questions are asked to check out the response and views of people. Different qualitative and quantitative techniques are infiltrated in questions designing to get the real picture. One of the drawbacks of this method is that only literate individuals can fill it out. Mostly questionnaire designing these days is done of SPSS which is very constructive software. From questionnaire designing till the extraction of results- SPSS helps a lot in the research work. Online questionnaire on social media networks and on survey poll websites is also very vital to check out the customer’s response. Questionnaires are considered as the prime research technique so its implications are roughly everywhere. For instance to get the market scenario, a soap company distributes questionnaires in the consumer market. Questionnaires are well structured and balanced which will provide concrete information about the current ratings, performance and level of customer’s satisfaction. This will give company a huge advantage that whether they should go in the market or not. Questionnaires are focused to provide the thinking of consumers. It is the oldest methods of data collection since the inception of research methods. Diverse ideas data collection is the name of the game in it (Coolican, 2009). Formal Interviews This method of data collection is not primarily effective on all research projects. A formal interview is a conversation session with a person of high profile or in a state of authority. Holding a reputed position is the first thing which is checked in the formal interview sessions. The interviewer asks balanced set of focused questions to extract data from the interview session. Respondent presents his ideas according to his findings and experiences. Formal interview session does not take a long time as major research questions are addressed instantly. Indirect approaches for extracting hidden information is quite often used in this process (Kazdin, 2011). (Taylor & Lindlof, 2011) depict that formal interviews are taken after the authorization of the respondent. As this method is very formal so spotlight is on the core research topic, irrelevant questions may break the temperament of the discussion and the respondent may also not answer the question properly. This research method is done in some of the research projects. Not all research works require this session of data deduction. Case Studies The implication of case studies technique can be seen more these days as its outcomes are more sophisticated and powerful. People are given a case study about their featured research project so that they would come up with their analysis, review and suggestions. After going through the case study, people give their precious opinions which are required for research. Case studies give an opportunity to present different set of ideas from the participants. This technique is gaining huge popularity these days as psychologically it is proved that people respond efficiently if they are given a scenario or situation, instead of asking direct or indirect questions. Also innovation, modernization and advancement come from this research method approach (Yin, 2011). Comparing and Contrasting Projective Techniques with Research Methods Critically examining the Thematic Appreciation Test (TAT) with the above mentioned qualitative research methods imply that TAT’s application is very strong and powerful in the field of psychology and marketing. In the field of marketing- it can be referred as Shockvertising (marketing promotional tool). Case studies also show close relevance with TAT as the participants are in a continuous phase of innovational thinking. In business research methods focus group session and TAT have colossal importance but still focus group sessions are a step ahead. To dig in unseen and hidden questions & answers; questionnaires and Rorschach Inkblot Test play an eminent role. Comparing both these methods imply that Rorschach plays more with the psychological part of the individual and there are more chances of obtaining hidden answers from it. Questionnaires are generally taken non-seriously that is why dependency on its scores is not a valid option. Rorschach Inkblot Test is one step ahead as a tactic to find the concealed sight windows and dependency on its scores is pertinent. Critically examining the implications of Projective techniques Sentence completion tactic of the projective technique is now days considered as the superb marketing approach as the involvement of individuals is more in this technique. Focus groups and questionnaires also sometimes give a chance to opt for this approach so that individuals may have the chance to split out the fabrication of ideas in his mind. It has a close resemblance with the market surveys in which certain times the respondent is tricked to complete an open statement to check out instant response. Sentence completion tactic act as a guide line for several business research techniques and its application in promotional activity is quite glorifying. Projective Techniques Research Methods Similarities Differences TAT Focus Groups High Minimal Rorschach Inkblot Test Questionnaires Formal Interviews High Minimal Minimal High Sentence completion tactic Market Surveys Focus Groups High High Minimal Minimal Animal metaphor tactic Market Surveys Case Study Minimal High High Minimal Looking glass tactic Market Surveys High Minimal Telepathy Case Study High Minimal Transformed TAT Case Study Market Surveys Minimal High High Minimal Table depicting the intensity of similarities and differences between projective techniques and business research methods Getting the exact individual thinking is the most difficult tasks and animal metaphor tactic helps to perceive thinking patterns. In the business research methods if we inspect this technique than market surveys gives a ray of light. Market surveys try to get the raw thinking and perception idea of individuals. Blunt and honest opinions sometimes are split out unintentionally which is the primary aim of the enquirer. Case study also leads individuals to a certain mental state in which one thinks to play an eminent role in it. Animal metaphor tactics thus prevails as a tool in this whole regard therefore making it the key in business research methods. The projective techniques specially designed for business management such as looking glass tactic, telepathy and transformed TAT show a promising outcome and if we compare them with the focus groups, questionnaires, market surveys, case study and formal interviews, then it’s a neck to neck competition as all of these techniques have unique importance which varies from case to case. In business research methods, none of these techniques can be neglected or taken away. However Transformed TAT, Case Study and focus groups are imperative in this regard. Comparing each of them depicts that Case study and Transformed TAT are the powerful research methods approaches for the deduction of data. Conclusion It is quite visible that projective techniques act as the base for developing critical and significant research methods approaches. Most of the qualitative research methods are basically derived from projective techniques. The impact and application of projective techniques is quite visible in the field of psychology and in business research methods-it acts as guiding principles. Due to the hardship and struggle of various psychologists and marketing guru’s; these techniques and tactics have made the work easier these days. If we critically analyze all the qualitative methods and projective techniques; then we come to the decisive conclusion that projective techniques are way better, efficient, well organized, structured and controlled methods for data extraction and deduction. Chances of getting faint are very less in projective techniques however there are several loopholes in business research methods. Precise answers and results can be obtained from projective techniques. Thematic Appreciation Test (TAT), Rorschach Inkblot Test, Animal Metaphor tactic, Picture arrangement, Looking glass tactic, Telepathy and Transformed TAT are some of the most eminent, distinguished and prominent projective techniques which have certainly taken it to a prestigious place. Focus groups, questionnaires, market surveys, formal interviews and case studies have developed a reputed position in business research methods but still it’s a long way to go. Business research techniques are way out of their league, as projective techniques are programmed to provide accurate and resourceful results. Their implication is evident in the field of psychology and business management. References Blumberg, B., Cooper, D. R., & Schindler, P. S. (2008), Business research methods (Vol. 2), London: McGraw-Hill Higher Education Lewis, P., Saunders, M. N., & Thornhill, A (2009), Research methods for business students, Pearson Hair, J. F., Celsi, M. W., Money, A. H., Samouel, P., & Page, M. J. (2011), Essentials of business research methods. ME Sharpe Bryman, A. (2012). Social research methods, OUP Oxford Eriksson, P., & Kovalainen, A. (2008), Qualitative methods in business research, Sage Publications Limited. Taylor, B. C., & Lindlof, T. R. (2010), Qualitative communication research methods, Sage Publications, Incorporated Kazdin, A. E. (2011). Single-case research designs: Methods for clinical and applied settings, Oxford University Press. Cameron, S., & Price, D. (2009), Business research methods: A practical approach. Chartered Institute of Personnel and Development Coolican, H. (2009), Research methods and statistics in psychology. Hodder Education Yin, R. K. (2011), Applications of case study research (Vol. 34), Sage Publications, Incorporated Read More