Abstract
The paper describes some experimental studies where qualitative assessments have been conducted. However, they have not been done using conventional qualitative methods. The sample is bigger, typically 135 and the methods for data collection was based on a bipolar non‐numeric scale, developed by L.L. Thurstone in the late 1920s. In this case, the responses have been registered on an iPad where respondents are instructed to move a cursor between two extreme values. The advantage of this is that the data are kept at an individual level, the responses are set by a moving hand, which enables an embodied response rather than intellectualization. The actual studies demonstrate how design studies also may give insights into how well markets work, depending on the variation in the market. In a market with big variation, a message is less likely to penetrate the market than in a homogenous market.
Keywords
qualitative method, experiment, market penetration
DOI
https://doi.org/10.21606/drs.2016.462
Citation
Gabrielsen, G., and Kirstensen, T. (2016) Doing qualitative studies, using statistical reasoning, in Lloyd, P. and Bohemia, E. (eds.), Future Focused Thinking - DRS International Conference 2016, 27 - 30 June, Brighton, United Kingdom. https://doi.org/10.21606/drs.2016.462
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Doing qualitative studies, using statistical reasoning
The paper describes some experimental studies where qualitative assessments have been conducted. However, they have not been done using conventional qualitative methods. The sample is bigger, typically 135 and the methods for data collection was based on a bipolar non‐numeric scale, developed by L.L. Thurstone in the late 1920s. In this case, the responses have been registered on an iPad where respondents are instructed to move a cursor between two extreme values. The advantage of this is that the data are kept at an individual level, the responses are set by a moving hand, which enables an embodied response rather than intellectualization. The actual studies demonstrate how design studies also may give insights into how well markets work, depending on the variation in the market. In a market with big variation, a message is less likely to penetrate the market than in a homogenous market.