Discussion Question 1 – CLO 2, CLO 3, CLO 4
Assume that you are hired as a researcher to provide consultation to the University in helping
the institution to better support the students. Based on interviews with school administrators,
you have concluded that the University is interested in improving student retention and
graduation rates. You have also formed the operational theory that student retention is
influenced by general and academic adjustment, including financial and living conditions of the
You are asked to conduct a qualitative study, either through one-on-one interviews (at least
three students) or a focus group (at least five students). In preparation for your study, Answer
the following questions
● Assess if your research is Confirmatory or Exploratory in nature, and what is the
orientation of your research and why?
● Provide your rationale for selecting data collection methods through focus group or
direct interview, and how did you address some of the main disadvantages of your
● What are some of the questions that you are planning to ask during a focus group
meeting or the interview? How will you analyze your collected data?


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Reading: Zikmund et al. (9th ed.)
○ Chapter 13: Measurement and Scaling Concepts
○ Chapter 14: Attitude Measurement
○ Chapter 15: Questionnaire Design
● Reading (optional): Jackson & Bazeley (3rd ed.)
○ Chapter 4: Advanced Coding
○ Chapter 5: Cases, Classifications, and Comparisons
○ Chapter 6: Surveys and Mixed Methods
● Video Files (optional) to watch
○ UQL NVivo 12 Introduction
○ NVivo 12 and Thematic / Content Analysis

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