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Question 7.6
Christina T. Jones
BUSI 600-D06
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a. What quantitative research might NCR have done to reach this decision?
Qualitative research is an interdisciplinary field constituting at one and the same time a
set of theoretical and interpretive practices and the study of such practices as they represent, re-
present, interpret, and indeed, constitute some set of realities and lived experience[ CITATION
Nor01 \l 1033 ]. Qualitative research focuses on the meaning behind certain naturally occurring
phenomena in the social world and not the frequency (Cooper & Schindler, 2014, p. 144). There
are five major qualitative research traditions that can be used in order to approach your research
question. Each of the major qualitative research traditions answer a particular type of question
and need to be carefully considered prior to selecting the type of method for your research
(Dodgson, 2017, para 8). The five major qualitative research traditions are; Ethnography,
Phenomenology, grounded Theory, Critical Theory, and Generic Qualitative Research.
Ethnography is when the interviewer and participant collaborate in a field setting
participant observation and unstructured interview; which typically takes place where the
behavior being observed occurs (Cooper & Schindler, 2014, p.158, Exhibit 7-8). A fundamental
assumption of this method is that culture affects all that people do, think, and feel; it is essential
to understanding human beings (Atkinson, Coffey, Delamont, Lofland, & Lofland, 2007). This
method is focused not only on individuals but, rather, on population patterns. As a result, sample
sizes are generally larger than many other types of qualitative research (Dodgson, 2017, para 9).
Phenomenology is the study of structures of consciousness as experienced from the first-
person point of view. The central structure of an experience is its intentionality, its being
directed toward something, as it is an experience of or about some object (Smith, 2018, para. 1).
The goal of phenomenological research is to understand the meaning that the particular topic of
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study has for the study participant (Dodgson, 2017, para 12). The focus is on the individual
participant’s perception or better known as the lived experience.
Grounded Theory is when using a structured interview, each subsequent interview is
adjusted based on the findings and interpretations from each previous interview, with the purpose
to develop general concepts or theories with which to analyze the data (Cooper & Schindler,
2014, p. 158, Exhibit 7-8). The results of grounded theory studies may suggest relationships
among concepts that can be later tested through further research, advancing our understanding of
how interpersonal behavior occurs. The process studied is always the focus of the outcome, not
the responses of the individual participants (Dodgson, 2017, para. 13).
Critical theory is a general umbrella term encompassing a variety of methodologies
concerned with what is most important to study about people and society. It includes feminist,
critical race, and indigenous research approaches, among many others. All critical theory
approaches share an emphasis on inequality with social structures, related to the unequal
distribution of power. Research conducted using this methodology can bring to light issues that
are often obstructed by cultural norms and beliefs (Dodgson, 2017, para. 14).
Generic qualitative research is qualitative research that does not follow a particular
established research tradition. The purpose of a generic approach is purely descriptive and
requires a detailed description of the processes used for data collection and analysis is even more
detail because there is no established guidelines for them to follow (Dodgson, 2017, para. 15).
NCR Corporation should consider using the Ethnography research approach when
conducting their qualitative research to make their decision on whether or not to move the
Headquarters to Duluth, GA. This approach will work best for NCR due to the unstructured
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approach that will allow the interviewers to better understand the affects that this move will have
on the members of the organization and be able to determine if this move will be for the overall
betterment of the organization.
b. NCR will use its move to Georgia to downsize its world headquarters workforce. What
qualitative research could help NCR determine which of its 1,200 employees will be offered the
position in Duluth?
In order for NCR Corporation to determine qualitatively which of its employees will be
offered the position in Duluth, researchers should consider utilizing the grounded theory
methodology. Using this approach will allow researchers to conduct a structured interview
process that will enable them to adjust their decisions based on the findings and interpretations
developed from each subsequent interview. From this, they will be in the best position possible
to determine which of the 1,200 employees will be offered the positions in Duluth and allow
NCR to downsize accordingly.
Biblical Integration
With all of the discussion over quantitative research and how it is more focused on the
meaning behind certain naturally occurring phenomena in the social world and not the frequency,
this leads me to think about how the Lord prioritizes quality over quantity. We can look to Noah
and the building of the Ark as an example of the Lord choosing quality of his believers over the
quantity. Hebrews 11:7; “By faith Noah, when warned about things not yet seen, in holy fear
built an ark to save his family. By his faith he condemned the world and became heir of the
righteousness that is in keeping with faith (NIV).” As we all know, the Lord would save every
person and have us all live forever in Heaven worshiping God for all of eternity, but with man
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having free will, we have been given the choice to follow him. With us having the freedom to
choose, there will always be those that choose to live in sin, as a result of this, the Lord wants to
only have those that choose to follow him and in this case prioritizes quality over quantity.
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References
Atkinson, C. D. (2007). Handbook of Ethnography. Sage research methods. Retreived from
http://methods.sagepub.com.ezproxy.liberty.edu/book/handbook-of-ethnography
Cooper, D. R. & Schindler, P.S. (2014). Chapter 7: Qualitative Research. Business Research
Methods (12th ed.) pp. 142-167. New York, NY: McGraw-Hill/Ingram.
Dodgson, J. E. (2017). About Research: Qualitative Methodologies. Journal of Human
Lactation. Vol. 33, Issue 2, pp. 355-358. Retrieved from
http://journals.sagepub.com.ezproxy.liberty.edu/doi/10.1177/0890334417698693.
Lincoln, N. K. (2001). The American tradition in qualitative research. Sage Knowledge.
Retrieved from http://sk.sagepub.com.ezproxy.liberty.edu/navigator/the-american-
tradition-in-qualitative-research
Smith, D. (2018, June 21). Phenomenolgy. Retrieved from The Stanford Encyclopedia of
Philosophy: https://plato.stanford.edu/entries/phenomenology/#Bib
