1. Qualitative Research- Part 1 DIE 4564 Research Methods

2. Overview of qualitative methods Data-gathering techniques that generate open- ended narrative data. o Words rather than numbers o Words reflect the view of the study participant, not the researcher Seeks to find themes and meanings that emerge from observation and evaluation of a situation or context. o In contrast to double-blind studies, qualitative researchers often have intense contact with a selected group of informants.

3. Overview of classic qualitative methods Observation  Field research Interviews  Individual  Group  Focus Group  Nominal Group Process  Delphi Process

4. Similarities - Both qualitative and quantitative approaches may be Descriptive Evaluative Theory building Context- sensitive Viewed on a continuum

5. Topics Appropriate for Qualitative Field Research Topics that defy simple quantification.  ex. Acceptance of new food products Attitudes and behaviors best understood in their natural setting.  Ex. Fruit and vegetable intake at school Social processes that change over time.  Ex. Use of social media

6. Sampling methods used Selective  Based on preconceived notion of when, where, and from whom the most fruitful data might come Purposeful  Selective on-going process based on analysis of data Theoretical  Purposeful focus on filling information gaps that hinder theory development

7. Special Considerations in Qualitative Field Research Roles of the Observer  Participant, Researcher, Observer  Reactivity – the problem of social research subjects potentially reacting to being studied, thus altering their behavior from what it would have normally been. How many people change what they are eating when they are recording it for the dietitian?

8. Special Considerations in Qualitative Field Research Relations to Subjects  Objectivity  “The Martian or the Native”  Reflexivity The Qualities of Good Qualitative Researches http://www.youtube.com/watch?v=cVkrVaY_KjA The Qualities of Good Qualitative Researches http://www.youtube.com/watch?v=cVkrVaY_KjA

9. Some Qualitative Field Research Paradigms Naturalism Phenomenology Ethnography Ethnomethodology Grounded Theory Case Studies Institutional Ethnography Participatory Action Research

10. Some Qualitative Field Research Paradigms Naturalism – an approach to field research based on the assumption that an objective social reality exists and can be observed and reported accurately. Phenomenology: seeks to understand how participants understand, interpret, and find meaning in their own unique life experiences and feelings

11. Some Qualitative Field Research Paradigms Ethnography – a report on social life that focuses on detailed and accurate descriptions rather than explanations. Ethnomethodology – an approach to the study of social life that focuses on the discovery of implicit, usually unspoken assumptions and agreement.

12. Some Qualitative Field Research Paradigms Grounded Theory – an inductive approach to the study of social life that attempts to generate a theory from the constant comparing of unfolding observations.  Guidelines:  Think conservatively  Obtain multiple viewpoints  Periodically step back  Maintain an attitude of skepticism  Follow the research procedures

13. Some Qualitative Field Research Paradigms Institutional Ethnography – a research technique in which the personal experiences of individuals are used to reveal power relationships and other characteristics of the institution within which they operate.

14. Some Qualitative Field Research Paradigms Case Studies – the in-depth examination of a single instance of some social phenomenon. Extended Case Method – a technique in which case study observations are used to discover flaws in and to improve existing social theories.

15. Some Qualitative Field Research Paradigms Participatory Action Research – an approach to social research in which the people being studied are given control over the purpose and procedures of the research.  Emancipatory Research – research conducted for the purpose of benefiting disadvantaged groups.

16. Conducting Qualitative Field Research Preparing for the Field  Be familiar with relevant research  Discuss your plans with others in the area  Identify and meet informants (when appropriate)  First impressions are important  Establish rapport (an open and trusting relationship)  Ethical considerations

17. Conducting Qualitative Field Research Establishing Rapport  Rapport – an open and trusting relationship, especially important in qualitative research, between researchers and the people they’re observing.

18. Conducting Qualitative Field Research Establishing Rapport

19. Conducting Qualitative Field Research Qualitative Interview – contrasted with survey interviewing, the qualitative interview is based on a set of topics to be discussed in depth rather than based on the use of standardized questions.  “Miner” or “Traveler”

20. Conducting Qualitative Field Research Stages in Complete Interviewing Process 1. Thematizing 2. Designing 3. Interviewing 4. Transcribing 5. Analyzing 6. Verifying 7. Reporting

21. Examples of Techniques In-depth and semi-structured interviews of individuals use open-ended questions to explore viewpoints. The interviewer is allowed to probe for more details about any response in order to gain fuller understanding of the participant’s experiences and perspectives. Interviews are often supplemented by other methods, such as participant diaries or journals.

22. Examples of Techniques Focus groups of about 4 to 12 people are moderated discussions led by a facilitator from the research team. The facilitator encourages participants to interact with one another and to clarify their individual and shared perspectives.

23. Focus Groups Focus Group – a group of subjects interviewed together, prompting a discussion.  Advantages: real-life data, flexible, high degree of face validity, fast, inexpensive  Disadvantages: not representative, little interviewer control, difficult analysis, interviewer/moderator skills, difficult logistically

24. Nominal Group Process* Structured method of generating consensus Participants respond in writing All responses recorded on flip chart – no debate at first. Aim is to collect all ideas. Group discusses, clarifies, removes duplicates Voting is done with a specific ranking process until consensus reached.

25. Delphi process Similar to Nominal Group Process Questionnaires mailed to panel of experts Key features  Anonymity of the participants  Structuring of information flow  Regular feedback  Role of the facilitator

26. Conducting Qualitative Field Research Recording Observations  Take detailed notes, but balance with observations  Rewrite notes with observations soon after observations with filled in details  Record everything

27. Examples of Analytic Techniques The analysis of qualitative data usually involves coding and classifying observations and deriving major and minor themes from the groups of observations. Reports of the findings of qualitative studies often incorporate quotations that express participants’ perspectives and experiences in their own words.

28. Consensus Methods The goal of some studies is to identify areas of consensus and areas of contention among individuals who are experts on a particular topic and/or a particular community or organization.

29. Delphi Method The Delphi method is a structured decision-making and forecasting process in which participants engage in several rounds of: Completing individual questionnaires A facilitator summarizing and sharing the responses Panelists reconsidering their perspectives after reflecting on the opinions expressed by others The goal is for each iteration to move the panel of experts closer to agreement.

30. Strengths Qualitative Field Research  Effective for studying subtle nuances in attitudes and behaviors and social processes over time  Field research has greater validity than survey and experimental measurements  Flexibility  Potentially inexpensive

31. Weaknesses of Qualitative Field Research  No appropriate statistical analyses  Potential problems with reliability  May confronting several ethical issues that may arise from the researcher’s direct contact with subjects.

32. 4 overall aspects of evaluating the trustworthiness of qualitative research Dependability – The extent to which participants meanings are accurately understood by the researcher Credibility – The extent to which the phenomenon of interest has been adequately described Conformability – The extent to which findings and conclusions are supported by the evidence of the data Transferability – The extent to which findings from one qualitative study are useful in understanding how people experience the target phenomenon in other settings.