1. Qualitative Data Collection Strategy, Populations, and Instruments
Research Rescue Lab
Dr. Kelley Wood

2. Qualitative Data Collection
Topic of Inquiry
Literature Survey
Research Questions
Abstract
Introduction
Literature Review
Research Methods
Results / Findings
Discussion
Dr. Kelley Wood
Business and Graduate Studies

3. Qualitative Data Collection
Dr. Kelley Wood
Business and Graduate Studies

4. Qualitative Data Collection
Dr. Kelley Wood
Business and Graduate Studies

5. Qualitative Data Collection
Literature Review
This chapter builds the argument, through logic, that is the basis of the study
The result of this is the Theoretical Construct, or Conceptual Map, or Literature Map
Provides the operational (measurement) definitions of the constructs or factors
Theoretical Model
Diagram, figure, map
Hierarchy, relationship, process, matrix
Dr. Kelley Wood
Business and Graduate Studies

6. Qualitative Data Collection
Research Methods
Determine the strategy for collecting data
Define the population
Develop the Data Collection Instrument
Derived from the Qualitative Theoretical Construct, or Literature Map
Dr. Kelley Wood
Business and Graduate Studies

7. Qualitative Data Collection
Research Methods
Determine the strategy for collecting data
Research problem and research questions
Explore and understand a phenomena
Little known of the constructs or factors
Little research available
New populations or groups
Dr. Kelley Wood
Business and Graduate Studies

8. Qualitative Data Collection
Research Methods
Determine the strategy for collecting data
Employs emerging methods
Theory emerges from data
Open-ended questions
Some semi-structured questions for clarification
Interview, observation, documents, media (audio/video), texts, images
Concepts to categories to themes to patterns
Interpretation
Dr. Kelley Wood
Business and Graduate Studies

9. Qualitative Data Collection
Research Methods
Determine the strategy for collecting data
Popular Strategies
Narrative
Phenomenology
Ethnography
Case study
Grounded theory
Dr. Kelley Wood
Business and Graduate Studies

10. Qualitative Data Collection
Dr. Kelley Wood
Business and Graduate Studies

11. Qualitative Data Collection
Research Methods
Role of the Researcher
Researcher has sustained intensive experience with participants
Strategic, ethical, and personal issues can arise
Discuss prior experiences with participants, setting or research problem
Indicate how these experiences may potentially shape the interpretations the researchers make during the study
Comment on the connection between the researchers and participants and the research site that may unduly influence the researcher's interpretations
Indicate steps to get IRB permissions
Dr. Kelley Wood
Business and Graduate Studies

12. Qualitative Data Collection
Research Methods
Role of the Researcher
Discuss steps to gain entry into the setting
Why was the site chosen for study?
What activities will occur at the site during the research study?
Will the study be disruptive?
How will the results be reported?
What will the gatekeeper gain from the study?
Comment about ethical issues that may arise and indicate how the research will address each
Dr. Kelley Wood
Business and Graduate Studies

13. Qualitative Data Collection
Research Methods
Define the population
Purposeful selection of the participants
What is the setting?
Who is to be included? Excluded?
The event involved?
The process involved?
Number of participants
Small numbers are recommended
Avoid saturation
Dr. Kelley Wood
Business and Graduate Studies

14. Qualitative Data Collection
Research Methods
Define the population
What is the form of the data collected?
Interview, observation
What documents, media are to be included?
Discuss the advantages and the limitations of the population and the data form
See Table 9.2 Creswell (2013, pp )
Dr. Kelley Wood
Business and Graduate Studies

15. Qualitative Data Collection
Research Methods
Develop the Data Collection Instrument
Derived from the Qualitative Theoretical Construct, or Literature Map
Dr. Kelley Wood
Business and Graduate Studies

16. Qualitative Data Collection
Theory
Construct or Factor
Concept
Becomes the…
Dr. Kelley Wood
Business and Graduate Studies

17. Qualitative Data Collection
Interview or Construct Key
Construct or Factor
Question
Becomes the…
Dr. Kelley Wood
Business and Graduate Studies

18. Qualitative Data Collection
Purpose of data collection instrument
Clarify relationships between concepts
To discover more about the phenomena of interest
To test propositions
Which is really to say we are testing the theoretical construct, or model
Dr. Kelley Wood
Business and Graduate Studies

19. Qualitative Data Collection
Interviews, Questionnaires, and Surveys
Schensul, Schensul, & LeCompte (2009, chapters 6, 7, & 8)
Ethnography
Process is predicated on the understanding that nothing is really known of a new culture to be studied
Uses scientific methodology to develop a greater understanding
Dr. Kelley Wood
Business and Graduate Studies

20. Qualitative Data Collection
Ethnography
Process is predicated on the understanding that nothing is really known of a new culture to be studied
Moves from
Open-ended Observation
Open-ended Interviews
Semi-structured Interviews
Structured (directed) Surveys
Dr. Kelley Wood
Business and Graduate Studies

21. Qualitative Data Collection
Ethnography
Process is predicated on the understanding that nothing is really known of a new culture to be studied
Follows the Mixed Methods pattern
Qualitative to Quantitative
Development of theory
Testing of theory
Dr. Kelley Wood
Business and Graduate Studies

22. Qualitative Data Collection
Ethnography
Process is predicated on the understanding that nothing is really known of a new culture to be studied
Follows the sequential mixed methods pattern
Qualitative
Development and testing of propositions
Propositions = local or low level theories
Testing
Development of theory
Dr. Kelley Wood
Business and Graduate Studies

23. Qualitative Data Collection
Developing the instrument
Follow the continuum of abstraction
Observation
Description of domains, macro-structural features, cultural continuities
Interviews
Description of constructs or factors, sub-factors, identification of cultural variation
Dr. Kelley Wood
Business and Graduate Studies

24. Qualitative Data Collection
Developing the instrument
Follow the continuum of abstraction
Questionnaire
Refined description of constructs or factors, sub-factors, identification of cultural variation
Survey
Identification of variables, testing of associations and predictive models
Dr. Kelley Wood
Business and Graduate Studies

25. Qualitative Data Collection
Constructing the instrument
Variable (concept) development
Domain to Factors to Variables (concepts)
Example
Domain – Work:
Construct or Factor - Satisfaction with job
Variables (concepts)
Compensation, autonomy, motivation, relationships – coworkers and supervisors or management Position, advancement, relevance, decision making power, support
Dr. Kelley Wood
Business and Graduate Studies

26. Qualitative Data Collection
Interviews
Dr. Kelley Wood
Business and Graduate Studies

27. Qualitative Data Collection
Open-ended interviews
Schensul, Schensul, & LeCompte (1999, chapter 6)
Purpose of the open-ended interview
Explore undefined domains
Identify new domains
Break known domains into factors and subfactors
Obtain contextual and historical information to orient the research
Build understanding and positive relationships with the study population
To understand the individual lived experiences of participants
To understand participant’s meaning schemas
Dr. Kelley Wood
Business and Graduate Studies

28. Qualitative Data Collection
Think of the interview in the continuum of ethnographic methodology
Qualitative
Open-ended observation
Structured observation
Observe for specific constructs, interactions, behaviors
Open-ended interview
Open-ended questions
Semi-structured questionnaire
Semi-directed questions
Dr. Kelley Wood
Business and Graduate Studies

29. Qualitative Data Collection
And the continuum of the data developed
Qualitative
Open-ended observation
Determine initial constructs and domains
Structured observation
Refine domains and constructs
Dr. Kelley Wood
Business and Graduate Studies

30. Qualitative Data Collection
And the continuum of the data developed
Qualitative
Open-ended interview
Deeper understanding of domains and constructs
Determine factors that comprise the domains and constructs
The factors are your Dependent and Independent Variables
Semi-structured questionnaire
Specific understanding of factors (variables)
Determine subfactors that comprise the factors
Dr. Kelley Wood
Business and Graduate Studies

31. Qualitative Data Collection
Interview questions relate to a factor
Do not go as deep as the variable (concept)
Develop data that relates to your research questions
Purpose of the questions
Open-ended questions
Inspire a narrative account of the participant’s experience
Inspire the participant to relate naturally
Not to meet an expectation
Applied to a limited population
Dr. Kelley Wood
Business and Graduate Studies

32. Qualitative Data Collection
Open-ended questions
Represent the factors in the domain
Inclusive of a factor or multiple factors
Do not lead the response or express bias
Prepare probing and clarifying questions
Neutral agreement
Repeat what is said as a question
Ask for more information
Ask for their opinion
Ask for clarification of discrepancies
Ask for clarification of terms and acronyms
Dr. Kelley Wood
Business and Graduate Studies

33. Business and Graduate Studies
Exercise 1
In the handout
Dr. Kelley Wood
Business and Graduate Studies

34. Qualitative Data Collection
Questionnaires
Dr. Kelley Wood
Business and Graduate Studies

35. Qualitative Data Collection
Open-ended and semi-structured interviews
Schensul, Schensul, & LeCompte (1999, chapter 7)
Purpose of the semi-structured interview
Clarify central domains and factors
Operationalize factors into variables (concepts)
Develop a preliminary hypothesis
Develop the qualitative base for a quantitative survey
Dr. Kelley Wood
Business and Graduate Studies

36. Qualitative Data Collection
Think of the questionnaire in the continuum of ethnographic methodology
Dr. Kelley Wood
Business and Graduate Studies

37. Qualitative Data Collection
Open-ended observation
Structured observation
Observe for specific constructs, interactions, behaviors
Open-ended interview
Open-ended questions
Semi-structured questionnaire
Semi-directed questions
Quantitative
Survey
Closed-ended questions
Dr. Kelley Wood
Business and Graduate Studies

38. Qualitative Data Collection
And the continuum of the data developed
Dr. Kelley Wood
Business and Graduate Studies

39. Qualitative Data Collection
Open-ended observation
Determine initial constructs and domains
Structured observation
Refine domains and constructs
Open-ended interview
Deeper understanding of domains and constructs
Determine factors that comprise the domains and constructs
The factors are your Dependent and Independent Variables
Semi-structured questionnaire
Specific understanding of factors (variables)
Determine subfactors that comprise the factors
Quantitative
Survey
Measuring the subfactors
Dr. Kelley Wood
Business and Graduate Studies

40. Qualitative Data Collection
Questions link back directly to a Construct or a Factor
Develop data that relates to your research questions
Purpose of the questions
Semi-structured questions
Semi-directed
Provide focus
Not leading
Question does not contain the expected answer
Not closed
Applied to a larger population with a limited interpretation
Dr. Kelley Wood
Business and Graduate Studies

41. Qualitative Data Collection
Developing semi-structured questions
Use terms and phrases that the participant
Will understand
Are appropriate to their context
Keep the length minimal
Avoid leading questions
Avoid ‘two for one’ questions
Dr. Kelley Wood
Business and Graduate Studies

42. Qualitative Data Collection
Developing semi-structured questions
Avoid negatively phrased questions
Avoid rank ordering
Save for the survey
Avoid questions that require directions or tasks to complete
Avoid yes or no questions
Be sensitive to cultural context or social meanings in the questions
Dr. Kelley Wood
Business and Graduate Studies

43. Qualitative Data Collection
Developing semi-structured questions
Ordering the semi-structured questions
Temporally – use an arc of time
Earliest to latest
Complexity – use an arc of complexity
Least to most complex
Group by topic or domain
Topically similar questions together
Abstraction – use an arc of abstraction
Most concrete to most abstract
Threat level
Least sensitive to most threatening
Dr. Kelley Wood
Business and Graduate Studies

44. Qualitative Data Collection
Using both Open-ended and Semi-Structured Questions
Lead with open-ended questions
Opens the participant up
Refreshes their sense of the experience
Transition
Briefly review what you have heard to clarify
Allow them to correct or modify
Discuss purpose of the next section without giving too many specifics
The next section may ask the participant to repeat or clarify
Move to semi-structured questions
Dr. Kelley Wood
Business and Graduate Studies

45. Qualitative Data Collection
Using both Open-ended and Semi-Structured Questions
Transition
Briefly review what you have heard to clarify
Allow them to correct or modify
Closing comments from participant
Ask them if there is anything that they wished you asked
Or that occurred to them that they would like to share
Dr. Kelley Wood
Business and Graduate Studies

46. Qualitative Data Collection
Research article showing a coding key
Jehn, K. A. (1997) A qualitative analysis of conflict types and dimensions in organizational groups. Administrative Quarterly 42(3) retrieved from ProQuest Social Sciences Journals
While you are developing your instruments
Interview, Questionnaire, or Survey
Develop a coding key
Dr. Kelley Wood
Business and Graduate Studies

47. Business and Graduate Studies
Exercise 2
In the handout
Dr. Kelley Wood
Business and Graduate Studies