Chapter 14 Designing Qualitative Research Variety of methodologies Researcher is primary data collection instrument Participation and observation are integrated Focuses on specific interactants in specific communication contexts and events

Researcher’s Role in Qualitative Methodologies Role of researcher is integrated within the context of individuals being observed In the research context for extended periods of time Observes the communication firsthand

Forms of Participant Observation Complete participant Participant-as-observer Observer-as-participant Complete observer

Identifying the Research Focus Is the research question personally interesting or compelling? Should be contextually bound Each project will result in a unique design solution Develop a purpose statement as a road map Consider researcher’s flexibility to fit in

Consulting the Literature Become familiar with content literature Terminology or practices in this setting Theories that can be supported or refuted Become familiar with research which used the method you’re planning to use Become familiar with research techniques before gaining access

Asking or Stating the Research Objective Qualitative tends to emphasize description and explanation More common Research question or series of questions Research purpose or objective Connected to context studied

Sampling in Qualitative Studies Snowball sampling Ask participants for referrals Network sampling Seek individuals who fit profile Purposive sampling Seek individuals who meet criteria Maximum variation sampling Seek participants until data are redundant

Sampling Qualitative Data Impossible to observe every interaction of all interactants Determine the sample by identifying settings, persons, activities, events, and time Distinguish between routine, special, and untoward events Randomly selecting days and times increases the representativeness of your observations

Gaining Access Consider What would you tell the people you approach that you wanted to study? What if they asked why you want to study them? Always consider alternative ways of gaining access Researcher can still invade personal space or private conversations in public settings

Gaining Access If you take on a covert role, your acceptance by others depends on your ability to play the part Consider a gatekeeper or sponsor Will your observations provide the data you need? Is the setting suitable? Can you observe what you want to observe? Will your observations be feasible? Can you observe in such a way that you are not suspect to others?

Becoming Familiar with People and Places Draw a map of the interaction setting Take a tour Ask for relevant background

Developing Trust Trust must be addressed due to researcher’s intimate role with participants Must be addressed in first contact Trust is person-specific Trust is established over time Trust can be destroyed with one event Trust between researchers and participants is paramount

Developing Rapport Ask simple questions Maintain positive conversation posture Learn names and titles Perform commitment acts Locate key informants

Collecting Qualitative Data Observing is purposeful not accidental Be aware of the interdependence among people observed, their social situation, and the context Observe for prolonged periods of time Observation strategies Seamless container Ask questions Write descriptive then analytical notes

Field Notes Field notes – created on the spot; a sequential record of what was observed Read through and reflect immediately after leaving the scene Jot down additional detail or questions Number and date each page Take lots of notes – more than you believe are necessary

Audio or Videotaping Depends on the situation and researcher role Some people are uncomfortable with recording devices Even the best recordings cannot capture the full spectrum of nonverbal behavior Recording devices can fail Ethically maintain the recordings – they cannot be played for others or circulated

If You Can’t Take Notes Retreat to a setting away from the interaction scene Take frequent breaks so you don’t overload your memory After leaving the interaction setting, review the notes you made – add detail and ask questions

What Constitutes Data in Qualitative Research? The concept of data is broadly cast in qualitative research – ranges from public to private More continuous than discrete Field notes Recordings Written or electronic documents Photographs or maps Artifacts

Your Impact as a Researcher Your sex, age, and ethnicity affect what you observe and how you observe it Report similarities and differences that you believe affected data collection or interpretation Research teams should be diverse Males and females Age Ethnic, racial, or cultural groups

Credibility as the Criterion Credibility may replace reliability and validity Plan for and carry out the research so that findings are believable to others Use respondent validation Participants can correct errors Participants can challenge interpretations Participants can provide their perspective