Cocepts

Question 1

objective

Answer 1

The objective of the research is to…understand and explain…
to identify and understand… , and to develop strategies to improve

Question 2

question

Answer 2

The question is “How do they appear… “ “What are the key factors of …” and how can these issues be effectively addressed to enhance …

Question 3

Почему Qualitative

Answer 3

1. to understand the underlying reasons, opinions, and motivations behind the challenges
2. the volume of the target group

3.respondents point of view

4. Emphasis on understanding, not testing or verification

Question 4

Target group

Answer 4

should be choosen with specific criteria

Question 5

Qualitative research before quantitative:

Answer 5

In order to get pre‐understanding of the
phenomenon, first there will be qualitative
research (e.g. for one company) and then
follows a large quantitative survey (e.g. for big group of companies)

Question 6

Quantitative research before qualitative:

Answer 6

first there will be a large quantitative survey (e.g. a big group of companies) and then follows qualitative research (e.g. interviews for only some companies, and they are selected based on certain criteria)

Question 7

Both methods at the same time:

Answer 7

using both methods in the same research ‐> usually two different target groups and two different way to collect the data

Question 8

Triangulation

Answer 8

• Combining methods, data, (theories) and
  researchers in the same study.
• Purpose to increase reliability

Question 9

Collecting data steps

Answer 9

1. Primary or secondary data (what is the objective and research question),
2. What are the Methods of collecting data?
3. Longitudinal or Cross‐sectional
4. Criteria for the target group
5. How to achieve the target group
6. How much data is needed
   – Whole target group (collecting data from everyone)
   – Part of the target group (selection based on specific criteria)

Question 10

Longitudinal

Answer 10

data is collected from same target group during longer period of time

Question 11

Cross‐sectional

Answer 11

data is collected from same target group only once

Question 12

Methods to collect data

Answer 12

INTERVIEW
Focus group interview
OBSERVATION

Question 13

INTERVIEW, when needed

Answer 13

• When objective of the study is to describe deeply something
• There is only a few persons in our target group
• Case study is used
• When pre‐knowledge about phenomenon is needed (before extensive quantitative survey)
• When researcher wants to make sure to get enough data

Question 14

INTERVIEW, types

Answer 14

Structured
Semi‐structured
Unstructured
Group interview

Question 15

Structured

Answer 15

same questions asked from
all participants
information about
facts (what, when, who..)
* This is not flexible, additional questions are not included

Question 16

Semi‐structured

Answer 16

theme interview
no exact questions, but themes/topics
possibility to add ‘questions’

Question 17

Unstructured

Answer 17

open interview
to explore topic intensively, broadly
and from participant’s point of view

Question 18

Group interview

Answer 18

focus group interview
theme interview or open interview is used

Question 19

OBSERVATION, typesш

Answer 19

Participant observation: Researcher has a role
Non‐participant observation: Researcher has no role in the group
Disguised or non‐disguised observation: This means whether persons/group under observation know they are observed. Mystery shopper
Natural or contrived settings: if situation under observation is real or not.

Question 20

types of qualitative methods

Answer 20

ETHNOGRAPHIC RESEARCH
GROUNDED THEORY
DISCOURSE ANALYSIS
CASE STUDY

Question 21

deductive approach

Answer 21

Testing the theory

Question 22

inductive approach

Answer 22

Building the theory

Question 23

CASE STUDY why to use

Answer 23

to find explanations for
the phenomenon, to understand it deeply, to interpret the case deeply

• to test the existing theory (Deductive approach)
• there is no knowledge/theory at all or not enough about the phenomenon (Inductive approcah)
• Getting pre‐understanding of the phenomenon for large quantitative survey (pilot case study)‐> in order to
  know what kind of questions should be asked in the survey

Question 24

ETHNOGRAPHIC RESEARCH

Answer 24

• research method, anthropological studies

Question 25

GROUNDED THEORY

Answer 25

- research method - to improve existing theories or !create new theories! - starts with collecting empirical data (follows inductive approach) - Purpose is to find common patterns in data, to build theoretical model about the phenomenon

Question 26

DISCOURSE ANALYSIS

Answer 26

Research method - to interpret and explain the meanings which are ’produced’ in speeches or texts

Question 27

RESEARCH DESIGN FOR CASE STUDY key elements

Answer 27

Single or multi case 1. Study questions 2. Unit of analysis 3. Proposition 4. Linking empirical data to propositions 5. Criteria for interpreting the findings

Question 28

unit of analysis

Answer 28

what is ‘case’ (relationship in sponsorship)

Question 29

How to analyse the data

Answer 29

1. Transcript 2. Separate analysis for cases or cross case analysis 3. Select the approach

Question 30

Approaches in analising data

Answer 30

* Theory based analysis * Empirical based analysis * Theory linked analysis

Question 31

* Theory based analysis

Answer 31

analysis is based on certain theory, follows deductive approach

Question 32

* Empirical based analysis

Answer 32

to use empirical data to create knowledge *‐> inductive approach Previous knowledge, theories, etc. should not have affect on analysis.

Question 33

* Theory linked analysis

Answer 33

to solve ’problems’ with empirical based analysis Theoretical knowledge is used but only to help in analysis (not testing the theory) and guiding for new ideas/knowledge

Question 34

reliability

Answer 34

if the study would be repeated, we would get the same results every step of the research process have to be documented and justified

Question 35

Report

Answer 35

1. Introduction 2. Theoretical part 3. Empirical part 4. Discussion/Conclusions Can also include recommendations for the case company and ideas for future research with managerial implications part

Question 36

Introduction in the report included

Answer 36

1. Objective and delimitations 2. Research question(s) 3. Theoretical framework 4. Research method 5. Collection of empirical data methods and Analysis approach