The Theory-Setting-Testable Hypothesis Model
pleted research project. What are some limitations of realism according to Jacobs and Dopkeen?
Research Goals and Methods—The general goal of qualita- tive research is reality reconstruction and the two most fre- quently employed methods are interviewing and participant observation- Readings: Schwartz and Jacobs, pp. 1-16; 37-59 (C); Sherry (1990) (I). Assignment: Find some exam- ples of the following in Sherry: reality reconstruction, use of interviewing, use of participant observation.
Data Analysis and Theory Development in Qualitative /fe^earc/i—Readings: Swan (1985) (C); Turner (1986) Ch. 15 (C); Lofland and Lofland (1984) (C); Prus (1991) (I); Sherry (1990) (I). Assignment: Analytical induction (Swan
is the most common method of data analysis in quali-
tative research. Frequently theory in qualitative research informs data analysis by (1) providing general premises about human behavior as does symbolic interactionism (see Turner 1986) and/or (2) giving specific concepts, Lofland and Lofland's "thinking units" that can serve as a focus within a study. Prus claims that his study was guided by symbolic interactionism. How is symbolic interactionism reflected in Prus? Did Sherry use any of Lofland and Lofland's Thinking Units? How might Sherry or Prus have used analytical induc- tion to develop any of their findings?
Qualitative Research in Marketing—Readings: Prus (1991)
; Sherry (1990) (I); Parasuraman, Zeithaml, and Berry (1985, 1988) (I); Bitner, Booms, and Tetreault (1990) (I). Assignment: Qualitative research in marketing has included the following types of articles: (1) the use of qualitative meth- ods of data collection as a part of an overall research effort guided by realism (Parasuraman, Zeithaml, and Berry 1985,
; (2) qualitative data collection, analysis, and theory
(Prus 1991; Sherry 1990). How would you classify Bitner, Booms, and Tetrault 1990? Summarize the data collection, analysis, and findings in Bitner, Booms, and Tetrault.
'C = conceptual reading. ^I = illustrative reading.
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