1. Qualitative Research Methods

2. Types of Qualitative Research Methods
Observations
Interviews
Case Studies

3. General Characteristics (Coolican, 2004)
Provide a rich range of information
Subjective
Reflect the natural environment of behavior
Loosely structured (or unstructured)
High ecological validity

4. General Characteristics (cont) (Coolican, 2004)
High in reflexivity
Close contact between researchers and participants helps for understanding meaning and context
They are an emic approach to understanding behavior by investigating the unique perspective of people

5. General Characteristics (cont) (Coolican, 2004)
Research strategies are flexible and are conducted in the real world
Data analysis focuses on themes that emerge from the data

6. General Characteristics (cont) (Coolican, 2004)
Uses Purposive Samples
Selects participants with specific characteristics for a particular purpose
Allows for some generalization to a larger group
Snowball samples
Theoretical samples

7. OBSERVATIONS

8. Characteristics of Observations
Observers view people in natural settings
Observers collect data that goes beyond objective facts and write detailed observations called thick descriptions
Data are analyzed with inductive content analysis

9. Types of Observations
Overt observations are when the researcher tells the group s/he is conducting research (ie, they know they are being observed); increases participant expectancy which may alter the participants’ natural behavior (Hawthorne Effect)
Covert observations are when the researcher pretends to be an ordinary member of the group and observes in secret. Though participant expectancy is less of a problem, ethical dilemmas occur with deception

10. Strengths of Observational Research
High in ecological validity (as long as researcher’s presence has not affected results)
Details accounts of behavior in natural settings
Covert observations reduce participant expectancy

11. Weaknesses of Observational Research
Covert observations pose ethical problems (deception)
Overt studies may increase participant expectancy

12. INTERVIEWS

13. Characteristics of Interviews
Purpose is to get someone’s point of view by asking questions
Often is the only way to get insights into the nature of subjective experiences and interpretations
Used to understand the meanings participants attach to certain events (ie grades)
Useful when topic is too sensitive for people to discuss in a group setting

14. Types of Interviews
Structured
* Semi-structured
Unstructured

15. Semi-Structured Interviews
Researchers have a specific topic but questions are not asked in the same way to all participants
Meant to be flexible and interactive with follow-up questions
Can be done one-to-one or in focus groups
Some use narratives (where participants tell their story) and/or vignettes (hypothetical examples)

16. How Do Focus Groups Work? A Samsung Chromebook Focus Group
A Samsung Chromebook Focus Group

17. Inductive Content Analysis (Thematic Analysis)
Interviews are transcribed using verbatim transcription or postmodern transcription
Transcripts are organized into categories according to emerging themes
Summary tables of themes is prepared
Conclusions are formulated

18. Strengths of Interviews
Good way to get someone’s point of view
Provides a rich account of someone’s experience
Detailed responses more likely
Using vignettes allow people to “tell their story”

19. Weaknesses of Interviews
Reliability (producing similar results) can be poor since different studies might use different questions
Focus group interviews may produce extreme responses
Narrative vignettes make coding a challenge
Researcher bias and demand characteristics can pollute data

20. CASE STUDIES

21. Characteristics of Case Studies
Idiographic- concentrating on unique traits of individuals or groups
Uses multiple sources of evidence for gathering case study data
Letters, s, diaries
Archival records
Interviews
Observations

22. Types of Case Studies Intrinsic
Unusual or interesting (ie, feral children)
Not easily generalized to a larger population
Extrinsic/Instrumental
Examine how individual or group experiences fit with larger theory (ie cognitive therapy)
More easily generalized

23. Strengths of Case Studies
Best choice for giving detailed descriptions of an event, organization or progress of a patient in therapy
Sensitive to context
Use multiple sources of data
Helps researchers develop new theories
May be only way to study a unique behavior (ie, brain damage)

24. Weaknesses of Case Studies
Ethical problems (confidentiality and anonymity) often plague case studies
Poor population validity since data comes from specific people or groups
Researcher bias can be a problem if s/he does not objectively select data sources
Time consuming