An In Depth Interview Psychology Essay

An In Depth Interview Psychology Essay What is research. When asked, most people would answer questionnaires or surveys. These kinds of research people more familiar with are quantitative research. However, in this article, the main focus is on qualitative research, which is widely used in academic and professional areas (Holliday, 2002). So, what is quantitative research? Mason (2002:1) believes that: â€Å"Through qualitative research we can explore a wide array of dimensions of the social world, including the texture and weave of everyday life, the understanding, experiences and imagining of our research participants, the ways that social processes, institutions, discourses or relationship work, and the significance of the meaning that they generate.† Therefore, from this perspective, it could be derived that for qualitative research, pure statistic and numerical data are not sufficient. It needs more description evidence to discover the subjective qualities that govern human behaviours (Holliday, 2002). The so called ‘thick description’, which could be collected through interview, observation or other methods, is the basis for qualitative researchers to understand and explore the social world(Draper, 2004). Due to the complexity of modern society, there are many problems emerged when conducting qualitative researches, for instance, the ethical dilemmas. In order to get a more critical view of qualitative research, the distinction between qualitative research and quantitative research will be highlighted first. Then two typical qualitative research methods, in-depth interview and participate observation, will be critically examined. Followed by that, three examples will be used to further illustrate the challenges of qualitative research. In the end, a conclusion regarding the merits and demerits of qualitative research will be drawn. Two paradigms Primarily, the philosophical basis for qualitative research and quantitative research are different. Both Holliday (2002) and Dra per (2004) state that quantitative research believes that by using right quantitative measurements people could reveal objective facts, while qualitative research rooted in interpretive tradition, which focus on exploring the underlying meanings of social phenomena. As a result, qualitative and quantitative research differ in their analytical process, research design, methods of collecting data and the approach to analyse and interpret data(Draper, 2004). Rather than by using a deductive process, qualitative research prefers inductive procedure (Gephart, 2004). Therefore, qualitative research provides extra opportunities for researchers to discover insight views and get new understandings of social phenomena (Willig, 2008). Also, Gephart (2004) states that the ‘thick description’ provided by qualitative research enriches the basis for understanding the social world. However, qualitative research also has its own limitations. As Willig (2008) points out that qualitative research do not ensure certainty, the objectivity of researcher is not realistic and the results are not predictive, since qualitative studies always carry out with small sample size but in depth. Moreover, similar qualitative studies due to the different use of methods are impossible to compare or integrate (Willig, 2008). As a consequence, Draper (2004) suggests, although qualitative and quantitative researches are different from their ontological foundation, they could complement each other. In addition, recent studies (Bryman, 2006; Kinn and Curzio, 2005; Sherman and Strang, 2004) show that there is a growth trend of combining these two methods together, in spite of the continuation of debate about integrating qualitative and quantitative methods. After examining the merits and demerits of qualitative research, it is the time to discuss the two dominant methods used in qualitative research, in-depth interview and participant observation.

How Greenwash commercials influence buying behaviour in luxury car Dissertation

How Greenwash commercials influence buying behaviour in luxury car market - Dissertation Example According to the research findings the impact of Greenwash commercials on buying behaviour seeks to understand the consumers’ psychological orientation towards purchase of products and how marketing strategies or advertisements can adapt to the same. Amongst the Response Hierarchy Models, Persuasive Hierarchy Model suggests that consumers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these. Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases a re rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid formed by the advertising agency Foote, Cone and Belding can appropriately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the â€Å"feel good† factor is important to them. ... umers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these (Belch and Belch, 2003, p. 208). Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases are rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid (Appendix B: Integrated Model – FCG grid) formed by the advertising agency Foote, Cone and Belding can appropri ately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the â€Å"feel good† factor is important to them. Again when product choice is based on information about the product, consumers will tend to choose automotives and appliances. In Low involvement case, they would go for package goods (cost effectiveness), while their choice is led by information. Under low involvement they would settle for variety goods in order to meet the â€Å"feel good† factor (Sorce&Dewitz, 2007, pp. 4-5). This dissertation focuses on a High Involvement case (a case of buying luxury brands of cars). For these goods there always

Knowledge Management, Social Networks and Innovation Essay - 4

Knowledge Management, Social Networks and Innovation - Essay Example Through this, organizations aim to acquire and create potentially useful knowledge that can be used to achieve maximum effective usage to influence the organizational performance positively. What has been learned is then embedded into the organization’s fabric through organizational learning that is complementary to knowledge management (Easterby et al, 1999). A company like China Telecom happens to be the largest fixed-line service provider in China. It is also the third largest mobile telecommunication provider in the country. The company offers an attractive full range of integrated information, application services, and internet connection. It has over 200,000 staff members with branches in other regions of the Americas, Hong Kong, Europe and Macao. In order to stay competitive, the company accelerates creation of new products through optimal use of its worker base in a unified innovation process. To facilitate collaboration among employees, customers, and partners the company developed innovation platforms with Web portal interfaces. The portal in turn accepts ideas and innovative experiences from the enlarged community. The company’s marketing team analyzes new acquired information that is gathered from the consumers’ Web 2.0 entries and uses the information to introduce and launch new products and services with the kn owledge that subscriber demand exists. The company embraces an open dialog with its customers, employees and partners through social tools that involve them in internal and external processes. By using social networking tools like social media tools, a culture of information sharing is encouraged within an organization. They provide a gateway for the exchange of current and relevant information across organizational silos and geographies. To drive a social change in the work force it is essential for organizations to build trust and encourage social interactions. Social networking tools also empower employees and