RFM
RFM
RFM
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Cartes-fiches
Deduction
1.) Theory
2.) Hypothesis
3.) Data Collection
4.) Findings
Induction
1.) Preliminary Assumptions
2.) Datal Collection
3.) Hypothesis
4.) Theory
Key Characteristics Qualitative vs. Quantitative Research
Understanding of Reality
- is objective vs. is socially constructed
Methods
- deductive, testing of hypothesis, explanators vs. Inductive, Developing Hypothesis, Understand
Analysis
- Controlled conditions, fixed procedures, narrow and precise, focus on numbers vs. Natural conditions, flexible, comprehensive, little measuring
Research Designs
- Experimental Design
- Cross-Sectional Design
- Longitudinal Design
- Case Study Design
- Comparative Design
What is a research design
guides the execution of a research method and the analysis of the data
Qualitative Methods
Qualitative Interviews
- Narrative
- Problem-Centered
- Expert
- Focus Group
Observation
Documents as Data
Beginner Mistakes Interview
- dominant communication style
- suggestive questions
- problems with passive listening
- too rigid handling of interview guide
Kvale's criteria of a successful interviewer
- Structering
- Gentle
- Clear
- Open
- Steering
- Critical
Advantage Observation over Interview
- seeing through other's eyes
- learning the native language
- access to hidden activities
- naturalistic emphasis
Advantage Interview over Observation
- More ethically defensible
- Less intrusive
- Specific focus
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Where to find a subject?
- companies
- own interest
- Problems from practise
- literature
Research Question Hierarchy
1.) Management Dilemma (rising costs)
2.) Management Question (how can they reach targets?)
3.) Research Question
4.) Investigative Question (What do we need to know?)
5.) Measurement Question (What should be asked?)
6.) Management Decision
Criteria for evaluation of research
Reliability
- Study repeatable?
- Measures consistent?
- often an issue with quant.
Validity
- concerned with integrity
- measurement / internal / external / ecological
Objectivity
- independent of researcher
Trustworthiness
- How believable
- apply to other context
- apply at other times
Relevance
- importance in the field
- contribution to the literature
Sampling
Strategic
Snowball Sampling
Theoretical Sampling