企业管理研究方法（英文版·第11版）唐纳德·库珀-Chap007.pptVIP

* Exhibit 7-4 * The researcher chooses a qualitative methodology based on the project’s purpose, its schedule including the speed with which insights are needed; its budget, the issue(s) or topic(s) being studied; the types of participants needed; and the researcher’s skill, personality, and preferences. * Sample sizes for qualitative research vary by technique but are generally small. A study might include just two or three focus groups or a few dozen individual depth interviews. Qualitative research involves non-probability sampling, where little attempt is made to generate a representative sample. There are several common types. Purposive sampling means that the researchers choose participants arbitrarily for their unique characteristics or their experiences, attitudes, or perceptions. Snowball sampling means that participants refer researchers to others who have characteristics, experiences, or attitudes similar to or different from their own. Convenience sampling means that researchers select any readily available individuals as participants. * The general sampling guideline for qualitative research is to keep sampling as long as your breadth and depth of knowledge of the issue under study is expanding, and stop when you gain no new knowledge or insights. In other words, a qualitative researcher will stop sampling when he or she has reached data redundancy. * Exhibit 7-6 Interviewing requires a trained interviewer (often called a moderator for group interviews). The interviewer must be able to make participants feel comfortable and probe for details without upsetting the participants. The actual interviewer is usually responsible for generating the interview or discussion guide, the list of topics to be discussed, or the questions to be asked, and in what order. In building this guide, many interviewers employ a hierarchical questioning structure. This structure is shown in Exhibit 7-6. Broader questions start the interview, designed to put participants