1. Business Project Nicos Rodosthenous PhD 09/12/2014 8 09/12/2014Dr Nicos Rodosthenous1

2. Collecting primary data using semi-structured and in-depth interviews 1. Introduction  The term ‘qualitative’ is used to describe research methods and techniques which use qualitative rather than quantitative information.  Qualitative approach tends to collect a great deal of ‘rich’ information about relatively few cases instead of a limited information for a large number of cases.(quantitative research) 09/12/2014Dr Nicos Rodosthenous2

3. Collecting primary data using semi-structured and in-depth interviews 2. The qualitative research process  Generally requires a more flexible approach to overall research design and conduct than other approaches.  Most quantitative research tends to be sequential in nature. (figure 8.1)  Much qualitative research involves a more fluid relationship between the various elements of the research, called recursive approach. (figure 8.1) 09/12/2014Dr Nicos Rodosthenous3

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5. Collecting primary data using semi-structured and in-depth interviews  Quantitative and qualitative methods can both involve sequential and recursive approaches.  Grounded theory, which is concerned with the generation of theory from research, it is also used in the analysis of qualitative research process. 3. The range of methods  Qualitative techniques commonly used in tourism research include: in-depth interviews; group interviews or focus groups; participant observation; textual analysis; biographical methods and ethnography. 09/12/2014Dr Nicos Rodosthenous5

6. Collecting primary data using semi-structured and in-depth interviews 4. In-depth interviews  Usually conducted with a relatively small number of subjects  Interview guided by a checklist of topics of rather than formal questionnaire  Interviews often tape-recorded and verbatim transcript prepared  Interviews typically take at least half an hour and may extend over several hours  Repeat interviews possible 09/12/2014Dr Nicos Rodosthenous6

7. Collecting primary data using semi-structured and in-depth interviews 5. Group interviews/focus groups  Similar to in-depth interviews but conducted groups of people together than individually.  The interviewer becomes the facilitator of a discussion rather than an interviewer as such.  A group usually consists between five and twelve participants.  Usual procedure is to tape-record the discussion and for the researcher to produce a summary. 09/12/2014Dr Nicos Rodosthenous7

8. Collecting primary data using semi-structured and in-depth interviews 6. Participant observation  Researcher gathers information by being an actual participant with the subjects being studied.  Researcher may be known by the people or may be incognito.  Recording of information can create problems, especially if the researcher is incognito. 09/12/2014Dr Nicos Rodosthenous8

9. Collecting primary data using semi-structured and in-depth interviews 7. Textual analysis  Analysis of the content of ‘texts’, including print and audio-visual media.  The term text is used to include not only printed material, but also pictures, press coverage, posters, recorded music, firm and television coverage.  Studying ‘material culture’ or artifacts, may include dress fashions, national flags and archeological study of garbage. 09/12/2014Dr Nicos Rodosthenous9

10. Collecting primary data using semi-structured and in-depth interviews 8. Biographical research  Biographical research covers oral history, memory work and personal domain histories.  There are many published accounts of lives of business leaders, like the best known Walt Disney biography.  Oral history involves tape-recording eye-witness accounts of events and typically storing the tapes in an archive as a source for research. 09/12/2014Dr Nicos Rodosthenous10

11. Collecting primary data using semi-structured and in-depth interviews  In the Memory work, participants are asked to write a short account of an experience related to the research topic. i.e. holiday experience.  Personal domain histories study the various changes in life circumstances such as marriage, birth of a child, change of job. 9. Ethnography  It is an approach drawing on a variety of techniques and particularly associated with ‘cultural studies’ such as youth sub-cultures and ethic groups. 09/12/2014Dr Nicos Rodosthenous11

12. Collecting primary data using semi-structured and in-depth interviews 10. Analysis of qualitative data  Traditionally qualitative data have been analyzed manually and this continues, but in recent years computer software speed-up the whole process. (SPSS)- Statistical Package for the Social Sciences.  Regardless of whether data are analyzed manually or by computer, consideration should be given to the security and confidentiality of data and tapes. 09/12/2014Dr Nicos Rodosthenous12

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17. Collecting primary data using semi-structured and in-depth interviews B. Qualitative analysis using computer software Running Nvivo software: Starting up Creating a project Creating documents Document attributes Setting up a coding system Coding text Analysis 09/12/2014Dr Nicos Rodosthenous17

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