1. 1 Mgt 540 Research Methods Section 2 Qualitative Research

2. 2 How do you see the world? “I and the Village” Chagall, Marc, 1911

3. 3 Web sites for qualitative research http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://www.qualitative-research.net/ http://www.qualitative-research.net/ http://www.qualitative-research.net/ http://www.nova.edu/ssss/QR/qualres.html http://www.nova.edu/ssss/QR/qualres.html http://www.nova.edu/ssss/QR/qualres.html http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html

4. 4 The Research Wheel Induction Deduction Proposition Observations / Data HypothesesPatterns Global Hypothesis? Research Hypothesis Testing? Conclusions? Insight?

5. 5 Major Characteristics of Qualitative Research 1. Design Strategies Structure - Unstructured Structure - Unstructured 2. Data-Collection and Fieldwork 3. Analysis Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications

6. 6 Major Characteristics of Qualitative Research 1. Design Strategies  Naturalistic inquiry  Emergent design flexibility  Purposeful sampling  (information rich – not generalizability) Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications

7. 7 Major Characteristics of Qualitative Research 1. Design Strategies 2. Data-Collection and Fieldwork  Qualitative data  Personal experience & engagement  Empathic neutrality and mindfulness  Dynamic systems Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications

8. 8 Major Characteristics of Qualitative Research 1. Design Strategies 2. Data-Collection and Fieldwork 3. Analysis  Unique case orientation  Inductive analysis, creative synthesis  Holistic perspective  Context sensitivity  Voice, perspective and reflexivity Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications

9. 9 InterviewsObservation Diary methods Gain Insight DescribeDecodeTranslate Increase Understanding Qualitative Process Curiosity

10. 10 Principle qualitative Data- Gathering methods In-depth interviews In-depth interviews  Structured or unstructured (non-directive) Critical Incident Technique (p. 150) Critical Incident Technique (p. 150)  Form of focusing the respondents  Useful for larger samples  Seeking commonalities Focus Groups / Group Interviews Focus Groups / Group Interviews  Steered conversations (Moderating skills)  Exchange of ideas (social construction)  Social conditions – group think Ethnographic Ethnographic  Participant observation  Concealed / semi-concealed? Action Research Action Research

11. 11 Additional Techniques (cont) Diary Diary  Need for “expression”  Need for some structure  Encouragement to continue  Confidentiality

12. 12 Qualitative research skills Sensitivity Sensitivity Understanding Understanding  Different constructs and concepts Recognizing what is relevant Recognizing what is relevant Skepticism Skepticism  “cannot be trusted to say…” Organization / documentation Organization / documentation Interpersonal skills Interpersonal skills  Interviewing (trust building)  Social interaction  Passing the “gatekeeper”

13. 13 How you are perceived: Student Student  Amateurish, unthreatening, unskilled Researcher Researcher  Professional, issues of access Interview Interview  Formal interrogation, controlled Discussion Discussion  Less threatening, exchange Survey Survey  High level aggregation, limited use It is important that the subject value the relevance of the research & respect the researcher! (ethics!) It is important that the subject value the relevance of the research & respect the researcher! (ethics!)

14. 14 Controlling for Interview bias If there is no “one” way… If there is no “one” way…  Basic probe (do not lead!)  Explanatory probe (What do you mean?)  Focused probes (What sort…)  Silent probe (pause, silence…)  Drawing out (tell me more…)  Prompting (have you thought about..)  Mirroring or reflecting (paraphrasing)

15. 15 Analyzing Qualitative Data

16. 16 Qualitative Data Analysis Techniques Transcript Analysis (p. 173) Transcript Analysis (p. 173)  Content Analysis (psuedo-Quant)  Grounded Theory Computer aided analysis Computer aided analysis Network Diagram (p. 194-195) Network Diagram (p. 194-195) Repertory Grid Technique (p197-202) Repertory Grid Technique (p197-202)  Decipher individual perceptions  Elements  Constructs  Linking mechanisms  Complex  Different methods of organizing

17. 17 Additional Techniques (cont) Cognitive Mapping (p202-207) Cognitive Mapping (p202-207)  Modeling complexity  Precedents, antecedents  Values, attributes (see value map p205)  Laddering  Up : Ask “why”  Down: Explore understanding

18. 18 Analyzing Qualitative Data Content Analysis vs Grounded Conversation Analysis Conversation Analysis  Stability of patterns  Sequential organization (continuing)  Grounded in empirical examination Discourse Analysis Discourse Analysis  Context  Critical = more depth Case Analysis Case Analysis

19. 19 Grounded Analysis (Process) Collection and analysis of data are simultaneous Collection and analysis of data are simultaneous Structure is derived from data Structure is derived from data  “Fits” the data

20. 20 Stages of Analysis Approach #1 (Original – overview) 1. Comparing incidents applicable to each category 2. Integrating categories and their properties 3. Delimiting the theory 4. Writing the theory

21. 21 Stages of Analysis (p177-179) Approach #2 (text, more focused) 1. Familiarization 2. Reflection 3. Conceptualization 4. Cataloguing concepts 5. Re-coding 6. Linking 7. Re-evaluation

22. 22 Analysis Role of computer? Role of computer?  Tool  Still relies on the judgment of the researcher  Uses quantitative methods to analyze qualitative data.