Qualitative research Essay

Build the management-research question hierarchy, through the investigative questions stage. Then compare your list with the measurement questions asked. To Build the management-research question hierarchy we will first start with the management dilemma. In this situation I see the management dilemma being, the need to attract more membership to support the new renovated facility and to account for the growing age of their current membership. Apparently AT&T purchased NCR Corporation and provided them a 4 million dollar loan to complete their renovations.

Their immediate goal is to bring golf memberships to 680 and to increase social memberships as much as possible. The management question fairly simple, operating off the understanding that a management question is a question designed to ask how a problem can be solved or how an opportunity can be seized (Schmidt, n. D. ) In this situation the former is the aim of this management Question and thus the question is what can we do to increase membership. From here we move on to the research questions. The research questions should seek to discover what plausible courses of action are available for management to correct the problem at hand.

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Coming up with research questions can be challenging. Some of the problems with developing research questions is determine what area to focus on (Kimono, K. (2012). Obviously the focus is on how to increase membership, but in this focus there could be a multitude of options to consider. Here are some research questions I would pose. 1) What are the factors contributing to a lack of membership growth? (2) Which are the factors to be focused on to increase membership? (3) How does membership growth in this golf club community compare to others in the industry. These questions should uncover some of the possible courses of action.

Through research it was discovered that NCR has a 7 percent penetration rate among NCR employees and that the number of NCR employees is declining. This means that the number of NCR employees that were becoming members of the country club was only at 7% and to further exasperate the pool of NCR employees that contribute to that 7% is getting smaller. One apparent solution is that the NCR can not rely on NCR membership to sustain itself, it must become a stand alone club with open membership. Further research showed that NCR employees ad a desire for more of a full service club that offered more than just golf.

For example fitness centers, spas, and tennis courts were among the additional facilities requested. The fourth step of the hierarchy is to ask investigative questions. The purpose of the investigative question is to solicit information that would help determine how to properly choose from the available courses of action. This was achieved through a focus group that was conducted. McMahon Group conducted six focus groups at NCR, involving 43 members, seven nonmembers, and 12 employees. A consistent theme was that members did tot feel they received the overall level of service at NCR that they expected from a fine private country club.

This led to the survey which incorporated the measurement questions needed. Through the investigative questions they were able to get a better understanding as to why members joined the country club, what they were and weren’t satisfied with and what they wanted to see in the future. The Skives was very thorough and was ideal to help management come up with the management decision. From looking at the results of the survey, it appears the most important to the majority of the people are a larger bar/ ounce area and to improve the driving range.

What was interesting is that with interviewees 65 and over, nothing was really important. This tells me that the over 65 membership base is content and doesn’t desire change but to recruit new and younger members, which is the goal, they must make changes. Given the research question, how appropriate were the measurement questions? D Based on the results I would focus the resources on improving the golf course and the bar/lounge. Being that these two items were the most desired also indicates that members ultimately want a great golf course and tot so much an all inclusive resort with swimming pools, fitness centers, etc.

With this understanding, in addition to increasing the size of the golf course and improving the bar I would research other ways to improve the golfing, and social experience. Some ideas could be better landscapes on the course such as waterfalls and lakes. They could also expound upon the bar/lounge by offering social games such as shuffle board or bridge. These ideas would need to be researched further, but the intent now is to focus future surveys on ways to increase the golfing experience as opposed to additional facilities. The assortment question were appropriate, however I don’t think they lead to the final answer.

Qualitative research Essay


            Trochim (2006) defines a qualitative approach as a general way of reasoning in qualitative research. It describes the reason for conducting the research, duties of the researcher, stages in the study and the data analysis techniques used. The four approaches are ethnography, phenomenology, field research and finally the grounded theory. When carrying out qualitative research, one needs a theoretical frame that sheds light on the expected findings. A theoretical framework refers to interrelated concepts put together to guide the researcher in coming up with what one is required to measure and the statistical analysis used. The two ways of reasoning in research are the inductive and the reductive reasoning. Inductive is used in qualitative while deductive is for quantitative research.

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Ways of Conducting Research Studies

To find out the people’s opinion on medical insurance, I will use the phenomenology technique. Trochim (2006) describes it as a way of defining the subjective truth of an occurrence as it appears to the study population. Data will be collected through random in-depth interviews I will conduct on the streets so as to target a wider population. Purposive non-probability sampling will be applied so as to target a larger population and create a higher chance of interviewing people from different backgrounds. To avoid biased results inductive frame will apply here.

            The best method for the ambulance police is the grounded theory method. Their job description is more or less the same, so details from a few of them will represent the rest of the population. The sampling approach will be snowball sampling, under purposive non-probability sampling since Trochim (2006) describes it as a way to help trace other professionals. I will spend time with each of the ambulance police as they work (direct observation) as I conduct in-depth interviews regarding their job so as to collect data. Inductive frame will be used as this is a qualitative research.

            To study how young females survive on the streets, first hand information is required. The method best suited for this other than the field research method. I intend to conduct personal interviews because collecting data from ones with no experience will be unreliable. Stratified random sampling; a type of probability method, will be used as it ensures that key subsets of the overall population will be represented and it is statistically precise. Data will be collected from the personal in-depth interviews, and stored in a diary. I will capture the same and more on video tapes and camera so I can have a hard copy (Trochim, 2006). Inductive reasoning will be used since there a pre-conceived notion about the hardships on the streets.


Trochim, W M K 2006, The Research Methods Knowledge Base, 2nd edn, Atomic Dog Publishing, Cincinnati, OH. [Online] Available http://www.socialresearchmethods.net/kb/ (Accessed August 5, 2010).

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