The presentation by Giuseppe shed light on various techniques and methods one can apply for qualitative fieldwork.

1. Leeds University Business School
Qualitative Fieldwork
By Giuseppe (Peppe) Musarra

2. The Structure
• Qualitative Perspective
• The Qualitative Job
– Understand Visual Accessing Cues
• Analysis and Interpretation of Qualitative Data
– Comparative Case Study and Analytic Induction
• Discussion Time
Leeds University Business
Leeds University Business School
School

3. The Qualitative Pathway
Research Problem Definition
Inductive Information Needed Deductive
Approach Approach
(why?) (what is?)
Theory Development and Hypotheses Testing Based On
Hypotheses Formulation Existing Theories
Qualitative Approach Quantitative Approach
Example:
Research problem definition - why distrust originates in business relationships
Information needed - Insights into why distrust emerges
Literature Review - Lack of sufficient understanding on why distrust emerges
Leeds University Business School

4. Some Techniques and Strategies
• Focus Groups - consist of participants up to 12. A group
is led by a moderator in an in-depth discussion on a
particular topic or concept
• In-depth Interviews - One-to-one interviews that probe
or elicit detailed answers, often using non-directive
techniques to uncover hidden motivations
• Ethnography & Netnography – share the assumption
that personal engagement (participation-observation)
with the subject is the key to understand a particular
phenomenon
Leeds University Business
Leeds University Business School
School

5. The Qualitative Job
• Identify, contact, ask respondent for an interview – use
FAME, KOMPASS - be sure you talk to the right one
• Semi-structured, un-structured, structured discussion guide
to use during the interviews
• Sign confidentiality agreement form – observe if manager is
right-handed or left-handed
• Ensure managers that information given would be
confidential
• Record/Video the interviews
• Observe behaviours to uncover evidence of what it is not
being said
Leeds University Business School

6. Understand Visual Accessing Cues
Visually Constructed Images Visually Remembered Images
Macro Expressions
Fake Smile Vs Natural Smile
Leeds University Business School

7. Also…
• Listen to words, verb tenses, details
• Tone of voice – monotonous, defensive language
• Observe body language – gesture & posture, touch nose
and hears
• Observe action taken - place objects in-between
• No eye contact
Leeds University Business School

8. So what does it mean and how to manage it
• Risk of losing it by irritating respondents
• Risk of missing valuable information
• Do not be biased
• Think Quick
• Change topic
• Silence or Pauses
• Be flexible
• Active listener
• Take notes & combine observations & spoken words
Leeds University Business School

9. Analysis and Interpretation of Data
• Transcribed the interview
• Combine words & notes & observations
• Built three case studies – need one more
• Comparative Case Study
• Identified patterns of behaviours
• Developed a conceptual framework
• Analytic Induction
Leeds University Business
Leeds University Business School
School

10. Comparative Case Study
Partner Power Alliance Control
- Resource-based Mechanism
Partner Distrust
Leeds University Business School

11. Analytic Induction
A method to refine or extend existing theories by comparing them with
typical cases.
Partner Power Partner Control
- Mechanism
- Resource-based
- Scope
Partner Distrust
- Context-based
- Extent
Alliance Performance
Partner interdependence - Subjective performance
- Objective performance
Next stage: formulate hypotheses and test these empirically
Leeds University Business School

12. References
Spiggle, S. (1994). Analysis and Interpretation of Qualitative Data in
Consumer Research. The Journal of Consumer Research. Vol. 21 (3),
pp. 491 – 503.
Yin, R. K. (2009). Case Study Research: Design and Methods. London:
Sage Ltd.
Leeds University Business School

13. Leeds University Business School
Discussion Time
By Giuseppe Musarra