Cooper And Schindler's Criteria For Qualitative Research?

As NCR Corporation considered its move from Dayton, OH, to Duluth, GA, sufficient qualitative research was necessary. At the most basic level, the (added article) qualitative research seeks to understand and interpret the data available in a given situation. Unlike quantitative research, the goal of qualitative research is not measurement but rather understanding. Cooper and Schindler (2014) provide several uses for qualitative research, including job analysis, productivity enhancement, benefits management, and process understanding, to name a few. Additionally, Tracy (2010) summarizes eight “criteria for excellent qualitative research.” The author summarizes that, in order for qualitative research to be of highest quality, the study must focus on a worthy topic, must be richly rigorous, must be characterized by sincerity, credibility, and resonance, must provide a significant contribution to current knowledge, must be ethical, and must have meaningful coherence. Thus, in order for NCR Corporation to make wise, effective decisions regarding their move, it was necessary to consider these qualities in their research. There are several aspects or types of qualitative research that NCR Corporation could have conducted in order to reach their decision to move their world …show more content…
For instance, focusing on job analysis, coupled with population and education statistics for the Duluth/Atlanta area, would show that the move to Duluth would have more potential to enhance the workforce of the world headquarters than remaining in Dayton. This information would also play into the analysis of productivity enhancement, in that an enhanced workforce may provide greater productivity. Finally, the more dynamic, culturally-diverse area of Duluth may provide greater potential for new product development, sales analysis, and understanding market