1. Qualitative research methods

2. Qualitative research You need to be able to explain: what qualitative research is, and why it is controversial. The controversy pivots on the issues of reliability and validity in a reasonable level of detail at least two specific qualitative methods, Grounded Theory and Conversation Analysis in which situations qualitative research can be a useful technique

3. Qualitative versus quantitative Most psychological research you have encountered during the course so far has been quantitative: the dependent variable is a numerical measure In qualitative research, the dependent variable codes behaviour into qualitative categories

4. Examples of quantitative measures Response time eg. 382 ms Age eg. 4 years, 3 months Extroversion IQ Spider phobia Warwick Sweetness Scale Height

5. Qualitative coding Separates things into distinct categories For example Sex : male or female Political party: conservative, liberal or labour Taste of food: sweet or sour

6. The same thing in the ‘real world’ can be sometimes be coded either quantitatively or qualitatively: Age: years and months Age: old v young infant v child pre-operational v concrete operational

7. Exercise Try that yourself. Take the following constructs and try to think of ways to code them, both quantitatively and qualitatively: 1)Spider phobia 2)Anger

8. Qualitative techniques and self- report In psychology, qualitative methods nowadays are mainly discussed in relation to coding of language: Self-report responses answers participants give to questions accounts they give of their behaviour Language, observed or elicited, but not direct responses to questions

9. Self-report responses For example, alcohol consumption: Quantitative: How many units do you drink each week? Rate (1-5) how strongly you agree with the statement “I drink more than I should” Qualitative: Tell me about your alcohol consumption

10. Self-report responses Example responses: Quantitative: How many units do you drink each week? 23, 5, 18 Rate (1-5) how strongly you agree with the statement “I drink more than I should” 1, 3, 5

11. Self-report responses Example responses: Qualitative: Tell me about your alcohol consumption “I enjoy a social drink on a night out” “I can’t wait to get home after work and follow the nightly ritual of that first G&T” “The first thing I think of when I wake up is getting out to buy some vodka.”

12. Self-report responses Note that both qualitative and quantitative data can be inherently subjective, from the participant’s point of view: Rate (1-5) how strongly you agree with the statement “I drink more than I should” Tell me about your alcohol consumption

13. Self-report responses Protocol analysis Ask someone who can perform some interesting task to tell you how they do it Eg ask a doctor to tell you how they diagnose blood infections, and select the appropriate antibiotic

14. Protocol analysis Think-aloud techniques (not retrospective) Give the doctor a description of a particular case, and ask them to “speak out loud their thoughts” as they perform the task. Write down what they say (transcript) and code it to identify key steps in thinking

15. Protocol analysis Participant: The injury is three days old? Experimenter: Yes Participant: The colour is consistent with X, but that would fade after 24 hours. That leaves Y or Z. If it is Y, then levels of p will be elevated, so I will ask for p to be tested Checks key fact (Answer from experimenter) Considers alternative X, and rejects on basis of time test Identifies remaining options (2) Selects further test

16. Language, observed or elicited Conversations therapist – client shop assistant – customer interrogator - prisoner Speeches (political language; rhetorical devices) Newspaper reports TV chat shows … anything

17. Language, observed or elicited Newspaper headlines 1)Set out sample - Eg All main headlines in The Sun on 1 st December 2008 2)Determine coding categories - Eg migration / sport / economy / other 3)Code the sample 4)Analyse the coded sample

18. Subjectivity in qualitative research Participant participant’s point of view participant’s experience of a situation Experimenter subjective coding deciding coding categories applying codes

19. Analysis of codes Can be done quantitatively % of headlines that mention ‘migration’ chi-squared Sometimes done just by sorting, collating and reporting patterns. Quotes from the data used as supporting evidence

20. Qualitative data Reliability Would two different researchers apply the same code? Validity When the doctor describes his thought process, is that really an accurate reflection of the underlying decision making process? Compare to introspection: is it valid and reliable?

21. Reliability & validity is the critical issue for qualitative research It is pretty controversial People go red in the face with anger when discussing it, believe me Now widely used in medical research In fact, many uses are rather straightforward

22. Suggestion: use in combination with quantitative methods It is good practice, in de-briefing at the end of any testing, to ask participants a couple of questions about their experience Compare to Piaget’s ‘clinical method’ Qualitative data can provide interesting hints for further research When qualitative and quantitative evidence converge, that can be useful

23. Qualitative research You need to be able to explain: what qualitative research is, and why it is controversial. The controversy pivots on the issues of reliability and validity in a reasonable level of detail at least two specific qualitative methods, Grounded Theory and Conversation Analysis in what situations qualitative research can be a useful technique

24. Online materials You will find it useful to work through the online tutorials, see module web page, and readings. There is also a link to the ‘official’ guide for undergraduate psychology projects that use qualitative methods. Read that if you plan to use qualitative methods in your project.

25. Exercise Try to think of ways to code these, both quantitatively and qualitatively: Spider phobia –SPS – a number; the bigger, the more –clinically phobic v. normal range Anger –An anger scale; measure hormones in blood; heart rate –Code verbal utterances for “aggression”

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