Fuzzy Logic is good! As is Binary. There would be no computers without binary logic and there would be no decisions without fuzzy logic! A quote from the deck I used for a Faculty Development Program (FDP) for Management Professors in Mumbai some time ago.#GivingBack. Many slides are common to other decks uploaded , but the weave and additional material provide the relevance.

1. Muder Chiba
Qualitative Research
The Power of Context
Qualitative Quantitative

2. Have you participated in a PTA meeting?
How would the embattled Account Manager desire to be evaluated?
Muder Chiba

3. Market
Complexity
Decisions
Information
Complexity
“I have concluded that the essence of wisdom is to hold the attitude that
knowledge is fallible and to strive for a balance between knowing and
doubting” –Psychologist John Meacham quoted in Hard Facts , Dangerous Half-Truths andTotal
Nonsense, Profiting from Evidence-Based Management
muder.chiba@gmail.com

4. Muder Chiba
Nassim Nicholas
Taleb

5. Muder Chiba
Black and White Shades of Probability

6. The business of
insights is at the
core , the
business of
truths (with a
small t).The
Tagore poem
referenced here :
http://www.poe
mhunter.com/po
em/where-the-
mind-is-without-
fear/
Muder Chiba

7. Muder Chiba

8. Quantitative
Muder Chiba

9. QualitativeQuantitative
Muder Chiba

10. Muder Chiba
In a world where quantitative is privileged over qualitative,
many (mis) perceptions have been built up around qualitative
research.
To really ‘get’ qualitative , it is necessary to get past those barriers
to understanding.

11. Qualitative
View
Quantitative
View
Muder Chiba
Quali perceives quant to be shovelling tons of data as throughput!
Quant sees itself though as the steady ,solidThinker!

12. Muder Chiba
Qualitative
View
Quantitative
View
The Quant researcher sees the Qual as a diva holding forth ;The Quali
sees self as hard-working ,have-to-do-everything-myself …

13. Muder Chiba
Qualitative Quantitative

14. ...with sympathy
for all my Qual
brethren who have
been asked for
tally distribution
for the 32 people
who attended the
Groups as "30 is
the sample at
which you can do
the Student'sT
test” !
Muder Chiba

15. Qual is the seemingly ‘soft fluffy’ area of MR.
There is a lot more of the eclectic mix of a range of the Social
Sciences here than in Quant though!
And hard decisions using words instead of numbers per se as
data.
Fits well into the modern ‘Big Data” world .
Muder Chiba

16. Qualitative view Quantitative view
Muder Chiba
Shades of Grey B&W

17. Qualitative Quantitative
Muder Chiba
Fuzzy
Binary
Fuzzy Logic is good! As is Binary.There would be no computers without
binary logic and there would be no decisions without fuzzy logic!

18. Qualitative view Quantitative view
300
Muder Chiba

19. Qualitative
view
Purposive
Quantitative
view
Random
Muder Chiba

20. Qualitative view
Infinite
Quantitative view
Finite
Muder Chiba
Quant researchers need a finite scale…how else would you
compare mean scores?!
Quant is about measurement , Qual about understanding

21. Qualitative Quantitative
Mode
Mean
Muder Chiba
Words are Qual fodder and the mode, the means to derive more
meaning! I find Quant folk to be more mean minded!

22. Qualitative view Quantitative view
Muder Chiba
The Quant researcher needs a ready structure whereas the Quali
compatriot spins structure out of context!

23. Qualitative view
I
Say
So
Quantitative view
Norms
Says
So
Muder Chiba

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26.  Data Collection – questions ,photos , videos…
 DataTranscription to provide cogent analysis base
 Content analysis to reduce data to manageable
chunks whilst retaining flavour of context
 Chunking the analysis into a ‘model’ to
explain/decide
Muder Chiba

27. Muder Chiba
Techniques are data collection agnostic –
f2f ,
online ,
Mobile ,
Social media feeds…
Analysis is human+ machine.

28.  IDI
 Dyads
 Triads
 Mini Groups
 Focus Groups
 Extended Focus Groups
 Accompanied Shopping
 DILO
 Extended Ethnography
 ObservationalTechniques
Muder Chiba
Decision based
on :
Objective,
Confidentiality
requirements
Respondent
accessibility,
Taboo topic or
not,
time and cost
…

29.  Projective
 Laddering
 Metaphor Elicitation
 Anthromorphizing
 Onion Peel
 JohariWindow
 ‘Conflict’ groups
 …
Muder Chiba

30.  Paint purchase decision for home
 Paint purchase decision for office
 Ideation for a creative brief for a toilet soap
brand
 Market estimation for a new to market
innovation
 …
Muder Chiba

31. Muder Chiba

32. muder.chiba@gmail.com
Qualitative and Quantitative Perspectives
With the Information Deluge ( think
IoT , Big Data, Engagement
Economy…) , it does not require
crystal ball gazing to determine that
Qual and Quant approaches will
need to cross-fertilise- with Quant
learning to deal with fuzziness and
context and Qual with huge sets of
data and structure …

33. muder.chiba@gmail.com
Insights@Work