2. •Creativity
The Four Cs of
Design •Complexity
•Compromise
•Choice
Borja De Mozota, Brigitte. 2003. Design Management: Using Design to Build Value. New York: All Worth Press.
18. Qualitative vs. Quantitative
Quantitative Qualitative
Role of theory in Deductive, testing Inductive,
research of theory generating theory
Ontological Objectivism Constructionism
orientation
Epistemological Natural science Interpretivism
orientation model
19. •Creativity
The Four Cs of
Research •Complexity
Design •Compromise
•Choice
Borja De Mozota, Brigitte. 2003. Design Management: Using Design to Build Value. New York: All Worth Press.
20. What do quant researchers
worry about?
I really spend a lot of
I want to know what 8me wondering how I want to make sure
causes something else. to measure things. others can repeat my
I wonder how small pa9erns
findings.
generalize to big pa9erns.
21. In short, quant researchers…
• Use numbers to summarize their findings
• Aspire to measure concepts accurately
• Attempt to predict the likelihood of any
social phenomena
• Look for correlations between “variables”
• Connect what they count to theory
22. What’s wrong with quant
research?
Yeah and they treat people
like they’re test tubes or
something.
It’s the way they do things…
it makes it hard for people to Well their research is just so
see their research as sta8c. Real life actually
They always seem to measure
relevant to them. changes.
ar8ficial things and say
they’re really precise.
23. What do qual researchers
worry about?
I want to describe the
I want to see the world context in a lot of I really want my
through the eyes of my detail. I want to show how social research approach to
respondents. change occurs. I’m be flexible and able to
interested in how things change.
come to be.
24. In short, qual researchers…
• Use quotes, stories and pictures to
summarize their findings
• Aspire to have their participants’ voices
heard
• Seek “verstehen,” or deep understanding of
a phenomenon
• Look for patterns and themes
• Connect what they see and hear to theory
25. Types of Qualitative Research
Methods
• Observational field research (ethnography;
in situ; participant observation)
• Interviewing (one-on-one; dyad; group or
focus groups)
• Unobtrusive
• Discourse analysis
• Hermeneutics
• Content analysis
• Semiotics
• Conversation analysis
26. What’s wrong with qual
research?
Well good luck trying
to re‐create those
results! That’s because they oKen
don’t tell you how they did You just can’t generalize it.
what that did. How am I supposed to
know how many people
It’s just so subjec8ve. have the same
experiences?
33. About Copernicus
‣ Our story: Copernicus proved the Earth revolved around the Sun
- We prove brands revolve around the consumer
‣ Our mission: helping you understand a changing social world
‣ Founded in 2009
‣ 4 core researchers, network of 12 more
‣ Highly trained sociologists and anthropologists
‣ Expertise in:
- medical sociology
- sociology of new technologies
- economic sociology (money; finances)
- sociology of gender and families
- cultural anthropology/ethnographic methods