Qualitative-Research-s-(Research-).ppt

QualitativeResearchMethods IpkinAnthonyWong PhDInstituteForTourismStudies Ch4 2 Ch8 3 ThreeCategoriesofResearch Qualitativeresearch researchinvolvingcollecting analyzing andinterpretingdatabyobservingwhatpeopledoandsayThe softside ofresearchResponsesdonotusuallyinvolvenumbersexceptifyoucodethem i e quantifyqualitativeanswers Quantitativeresearch researchinvolvingtheuseofstructuredquestionsinwhichresponseoptionshavebeenpredeterminedandalargenumberofrespondentsinvolvedThe hardside ofresearchResponsesinvolvenumbers Table6 1QualitativeVersusQuantitativeResearch Ch8 5 ThreeCategoriesofResearch Pluralistic ormixed research combinationofbothquantitativeandqualitativeresearchmethodsinordertogaintheadvantagesofbothQualitativeResearchusuallycomesfirstOpenresearchers eyesGainfirst handknowledgeHelpcrystallizetheproblemServesasafoundationforquantitativeresearchQuantitativeResearchusuallycomesnext Example GilletteSupportsEqualRightsforWomen ACloseShave PinkPassionVenusintroducedin2003 ThesalesofGillette swomen sproductsareexpectedtoincreasetomorethan 1billionby2005VenusisbasedonSensorforWomenRelyheavilyonqualitativeresearchOne on one individual interviewwith30womenfromdifferentsegmentsofthepotentialtargetmarketProvidesextensiveoftherespondent sfeelingsinamorepersonalsettingFindings WomenshaveverydifferentlyfrommenWomenshavemoresurfaceareathanmenbutonlyshavetwoorthreetimesperweekWomenprefertoshaveintheshowerandunderdimlightingButmenshaveinfrontofamirrorWomenpreferrazorswithafirmgripandthosethatgiveaclean smoothshaveAsurveywith500womenwasconductedtosubstantiate confirm thesefindings ThisisQuantitative Qualitative StepsinConductingQualitativeResearch Determinethequalitativeresearchapproach paradigm ifnecessaryDeterminethequalitativedatacollectionmethod s QualitativedataanalysisThematicanalysisStorytelling reportwriting Describethethemesandcitethedatathatgrounds i e justify thethemes Ch8 7 Approaches Paradigms ofQualitativeResearchMethods Ch8 8 I NarrativeResearch ItstudiestheexperiencesexpressedinlivedandtoldstoriesofindividualsAnarrativeisunderstoodasaspokenorwrittentextgivenanaccountofanevent actionorseriesofevents actions chronologicallyconnectedFocusingonstudying1or2individuals gatheringdatathroughthecollectionoftheirstories experiences andchronologicallyorderingthemeaningofthoseexperiences Ch8 9 II Phenomenology Itdescribesthemeaningforseveralindividualsoftheirlivedexperiencesofaconceptoraphenomenon e g preferenceofluxurybrands pathologicalgambling Internetaddiction I e describingwhatallparticipantshaveincommonastheyexperienceaphenomenonTheobjectiveistoreduceindividualexperienceswithaphenomenontoadescriptionoftheuniversalessencePhenomenologyisnotonlyadescription butitisalsoaninterpretiveprocessinwhichtheresearchermakesaninterpretationofthemeaningofthelivedexperienceBestusetounderstandagroupofindividuals commonorsharedexperiencesofaphenomenon 10 StepsforPhenomenology IdentifythephenomenonofinterestCollectdatafromindividualswhohaveexperiencedthephenomenonInterview5 25individuals Otherformsofdataincludeobservations journals art music writtenresponses films poetryAskparticipantsatleasttwobroad generalquestionsWhathaveyouexperiencedintermsofthephenomenon Whatcontextorsituationshaveyoutypicallyinfluencedoraffectedyourexperiencesofthephenomenon PhenomenologicaldataanalysisHighlightsignificantstatements sentences orquotesthatprovideanunderstandingofhowtheparticipantsexperiencedthephenomenonDevelopclustersofmeaningfromthesestatementsintothemesUsethesestatementsandthemestowriteadescriptionofwhattheparticipantsexperienced i e textualdescription andincludethecontext settingthatinfluencedhowparticipantsexperiencedthephenomenon i e structuraldescription Presenttheessenceofthephenomenon commonexperience III CaseStudy Casestudyresearchinvolvesthestudyofanissueexploredthroughoneormorecaseswithinaboundedsystem i e asettingoracontext Itisapreferredmethodwhen a howorwhyquestionsarebeingposed b theinvestigatorhaslittlecontroloverevents and c thefocusisonacontemporaryphenomenonwithareal lifecontextIttriestoilluminateadecisionorsetofdecisions whytheyweretaken howtheywereimplemented andwithwhatresultInvolvemultiplesourcesofinformation e g observations interviews audiovisualmaterials documents andreportsacasedescriptionandcase basedthemes Ch8 12 13 IV Ethnography Itisadescriptivestudyofagroupanditsbehavior characteristics andcultureTheresearcherdescribesandinterpretsthesharedandlearnedpatternsofvalues behaviors beliefs andlanguageofaculture sharinggroupItinvolvesextendedobservationsofthegroup mostoftenthroughparticipantobservationTheresearcherimmersesinthedata to daylivesofthepeopleandobservesandinterviewsthegroupparticipantsPaycloseattentiontowords metaphors symbols andstoriesfromtheparticipantsStudythemeaningofthebehavior thelanguage andtheinteractionamongmembersofthegroupResearchersmustbe presentandknown butnotinterferewithnormalbehaviors StepsforEthnography Identifyandlocateaculture sharinggrouptostudySelectculturalthemesorissuestostudyaboutthegroupBeginsbyexaminingpeopleininteractioninordinarysettingandbyattemptingtodiscernpervasivepatterns e g Gatherinformationwherethegroupworksandlives i e fieldwork Documentingdailylivesofindividualsatthesitethroughobservations interviews andcontentanalysisofwritten audiovisualmaterialsForgeaworkingsetofrulesorpatternsasthefinalproductofthisanalysisThefinalproductisaholisticculturalportraitofthegroupthatincorporatestheviewsoftheparticipants emic andtheviewsoftheresearcher etic 14 V GroundedTheory Anapproachthatmovesbeyonddescriptionandtogenerateordiscoveratheory anabstractanalyticalschemaofaprocessThistheorydevelopmentisgroundedinthedatafromthefieldthroughinteractionsandsocialprocessesofpeopleAcategoryrepresentsaunitofinformationcomposedofevents happenings andinstancesIdentifyacorephenomenonanditscategories i e themes Develophypothesesthatinterrelatethecategoriesandconsequence andastorythatdescribestheinterrelationship Ch8 15 StepsforGroundedTheoryMethod Raiseresearchquestionsto a understandhowindividualsexperiencetheprocessandidentifythestepsintheprocess b identifythecorephenomenonandcategories e g travelmotivation brandavoidance restaurantasathird place c identifythecausesandconsequences i e antecedentsandoutcomes Conduct20 60in depthinterviewstoanswerthequestionsFormcategoriesofinformationaboutthephenomenonbeingstudiesbysegmentinginformationFindseveralproperties subcategoriesorattributes withineachcategory andshowtheextremepossibilitiesonacontinuumExplorescategoriesofconditionsthatinfluencethephenomenonandtheirconsequencesOrWritea storyline thatconnectsthecategoriesEndthatthispointorempiricalverificationviaquantitativedata 16 Anthony sInsights Therearemorequalitativeresearchparadigms approachese g contentanalysisonaudiovisualmaterialsTheseapproachessharesomesimilaritiesanddifferencesHowever whattheyareincommonistheinductiveprocess i e inducetheories Whichapproachisbestdependsontheresearchobjectiveandthedataavailable i e feasibility YoudonotneedtoadheretoaspecificqualitativeresearchapproachifyousimplywantexploreasocialphenomenonwithoutgeneratingtheoriesandthemesTheterminologiesusedinqualitativeresearchvariesdependingontheresearchparadigm 17 QualitativeDataAnalysis ThematicAnalysis Ch8 18 ThematicAnalysis ThematicanalysisisageneralmethodforqualitativeanalysisoftranscriptsorothersimilartextdatasourcesItdealswithdatathatinvolvesthecreationandapplicationofcodestodataTheoutputsarethemesandtheirmeaningunitsaswellashowthemesrelatetoeachotherwithoutthedataWhatcountsasathemedependsontheory industrypractice researchexperience thedataitself andalotofcreativities ThedatabeinganalyzedmighttakeanyformsInterviewtranscript fieldnotes documents videofootage photographs Ch8 19 StepsforThematicAnalysis 1 PreparedataandtranscriptTranscribethedataintotextaccurately i e Q Asexactlyastheyarecollected 2 IdentifymeaningunitsAmeaningunits i e themeinstance property aspect attribute characteristic isastringoftextthatexpressesasinglecoherentthoughtCodeeachmeaningunitforlatertrackingandorganization3 GrouppatternedmeaningunitsIdentifyandgrouprecurringmeaningunitsTheycanbesub themes i e sub categories Ch8 20 StepsforThematicAnalysis 4 GenerateThemestatementsForeachgroupofmeaningunits identifyorgenerateawordorbriefphrasestatingthemeaningsharedinallinstancesofthemeaningunitsThesewords phasesarebasicthemes orcategories 5 CreateathematictableofthemesandmeaningunitsForeachtheme identifyallthemeaningunitswhichareexamplesofthetheme instancesofatheme 6 WriteoutasummaryofthethemesWriteabriefnarrativesummarizingthemainissuesbeinginvestigatedWriteanintroductorysentenceorparagraphtoprovidecontexttothethemestatementsWriteadeclarativesentenceoftodescribeeachthemeEnsurethatthethemestatementadequatelyandaccuratelyexpresstheiroriginalmeaning 21 Themes AthemeisalsorefertoasconceptorcategoryItisacharacteristicoranaspectofaphenomenonAnabstractrepresentationofanevent object oraction interactionthataresearcheridentifiesasbeingsignificantinthedataThatis inducethemesfromtextorothermaterialsThroughcoding groundedtheorists orsometimesreferredtoasqualitativeanalysis contentanalysts Ch8 22 CodingandThemeIdentification Coding orthematiccoding inqualitativeresearchreferstothecreationofcategories themes inrelationtodataThegroupingtogetherofdifferentinstancesofdatumunderanumbrellatermthatcanenablethemtoberegardedas ofthesametype Itisaprocessofgivingacode i e aname term adefinition anddescriptions toathemeandsub themes sub categories ReferredtoasopeningcodingTheresearchermayalsoneedtorelatethethemestoeachotherReferredtoasrelationalcoding 23 SomeThemeIdentificationTechniques WordRepetitionsListoutandcountthewordsIndigenousCategoriesLookforlocaltermsthatmaysound un familiarorusedinan un familiarwayUsedtoexplorenovelphenomenaandthemesKey words in contextLookatthekeywordsofhowtheyareusedincontextofthetextSocialsciencequeriesExaminethesettingandcontext theperspectivesoftheinformants andinformants waysofthinkingaboutpeople objects processes activities events andrelationshipsReadmore 24 ProcessinCodingandThemeIdentification Identify categorize andlabelthethemesorpatternsinyourdata Reviewyourtranscripts reports andnotes indicatingmajorthemesinthemargins MakealistofthethemesasyoureadReadthetranscriptandkeepyourevaluationquestionsinmindExample EmploymentmotivationReadthroughthetranscriptandlookforexamplesthatfitthemesrelatedto employeeneeds careergoals familyandpersonalconstraints and jobapplicationcriteria Itisperfectlyacceptabletohavealistofthemesaheadoftime basedontheory andtoaddthemesasyoureadYoucanalsocombinethemesintoasinglethemeorseparateathemeintoseveralthemesasyoureadOrganizeyourthemesandtranscriptsLinkthethemesandthetranscriptsthroughe g colors notes tables 25 Example1 Consumerneedsinrestaurants Corephenomenon Theme1 Physicalbenefits Place as Practical Cognitiveloyalty Food price ambientconditions space layout etc Theme2 Socialbenefits Place as Gathering CommunityloyaltyRemedy preventsociallonelinessthroughcompanionship aplaceforsocialgathering ameanstoshareinformation etc Theme3 Emotionalbenefits Place as Home UltimateloyaltyRemedy preventemotionallonelinessthroughemotionalsupport aplacetoexpressfeelings joy love fun etc Ch8 26 CodingandThemeIdentificationExample Example2 EmploymentMotivation CorePhenomenon Theme1 JobBenefitswiththreesub themes meaningunits properties attributes characteristics oraspects 1 PayBenefits salary bonus commission etc 2 Healthbenefits sickleave medicalinsurance etc 3 Vacation paidleave travelallowance etc Theme2 andsoon Ch8 27 CodingandThemeIdentificationExample ThematicTableExample Theme1 JobBenefitswiththreesub themes meaningunits attributes characteristics 1 PayBenefits salary bonus commission etc 2 Healthbenefits sickleave medicalinsurance etc 3 Vacation paidleave travelallowance etc Ch8 28 ThematicTableExample Ch8 29 ClassofQualitativeDataCollectionMethods ObservationsFocusgroupIn depthinterviewProjectiveOthers aside DocumentsandotherprintedmaterialsAudiovisualmaterials Ch8 30 Ch8 31 I ObservationTechniques Observationmethods techniquesinwhichtheresearcherreliesonhisorherpowersofobservationratherthancommunicatingwithapersoninordertoobtaininformation Ch8 32 ObservationTechniques Typesofobservation DirectversusindirectDisguisedversusundisguisedStructuredversusunstructuredHumanversusmechanical Ch8 33 ObservationTechniquesDirectversusIndirect Directobservation observingbehaviorasitoccursIndirectobservation observingtheeffectsorresultsofthebehaviorratherthanthebehavioritselfArchives e g salesrecordsPhysicaltraces e g litteraudit Ch8 34 ObservationTechniquesDisguisedversusUndisguised Disguisedobservation subjectisunawarethatheorsheisbeingobservedE g Mysteryshopper onlinetrackingdeviceUndisguisedobservation respondentisawareofobservationE g Laboratorysettings camerarecording PeopleMeters NielsenMedia Ch8 35 ObservationTechniquesStructuredversusUnstructured Structuredobservation researcheridentifiesbeforehandwhichbehaviorsaretobeobservedandrecordedAllotherbehaviorsareignoredUnstructuredobservation norestrictionisplacedonwhattheobserverwouldnote allbehaviorintheepisodeunderstudyismonitoredOftenusedinexploratoryresearch Ch8 36 ObservationTechniquesHumanversusMechanical Humanobservation observerisapersonhiredbytheresearcher or perhapstheobserveristheresearcherMechanicalobservation humanobserverisreplacedwithsomeformofstaticobservingdeviceOftenusedwhenitistooexpensivetousehumanobserversE g scanner onlinetrackingdevice Ch8 37 ObservationTechniquesAdvantagesofObservationalData Insightintoactual notreported behaviorsNochanceforrecallerrorSubjectsareobservedwhileengagedintheactBetteraccuracyLesscost Ch8 38 HomeDepot AnExampleofDirectObservation Shopper StoreUseProfileAveragetimeinstore 32 4 minutes Customerpartysize 1 2 persons Averageexpenditures 57 34 dollars Paymentmethod73 0 creditcard Numberofaislestraveled 5 7Requestsforassistance 0 5Stopsandlooksatitems5 4Itemshandledperstop2 1Totalitemshandled9 3Itemspurchased2 5 ProductCategoriesofPurchasesAppliances10 Handtools22 Electrical31 Plumbing14 Roofing3 Garden35 Other26 WeknowWHAT BUT Wedon tknowWHY Ch8 39 ObservationTechniquesLimitationsofObservationalData ThelimitationsinherentinqualitativeresearchSmallnumberofsubjectsInabilitytoprybeneaththebehaviorobservedSubjectiveinterpretationsMotivations attitudes andotherinternalconditionsareunobserved wedon tknowwhy Ch8 40 II FocusGroups Focusgroupsaresmallgroupsofpeoplebroughttogetherandguidedbyamoderatorthroughanunstructured spontaneousdiscussionforthepurposeofgaininginformationrelevanttotheresearchproblem Themoderator staskistoensurethatopendiscussionis focused onsomeareaofinterest Ch8 41 ObjectivesofFocusGroups TogenerateideasE g designnewproductchoicesandservicerequirementTounderstandconsumervocabularyTorevealconsumerneeds motives perceptions andattitudesaboutproductorservicesTounderstandingfindingsfromquantitativestudiesExample Warner Lambertusesfocusgroupstogainunderstandinginconsumerlifestyles values andpurchasepatterns Ch8 42 TypesofFocusGroups Traditional Select6to12personsandmeetinadedicatedroomwithone waymirrorforclientviewing forabouttwohours Thegroupsize setting anddurationcouldvaryNeedvideo voicerecording ornotetakingAnthony sRuleofThumbGroupsize lessthan10 minigroup 4 5 Duration withinanhourSetting comfortablewithfoodanddrinks Ch8 43 TypesofFocusGroups Nontraditional Onlinewithclientviewingfromdistantlocations mayhave25oreven50respondents allowclientinteraction maytakeplaceinnontraditionallocations However trytoconstrainthegrouptowithin10respondentsOnlinefocusgroupsareaformofnontraditionalfocusgroups DesigntheFocusGroupEnvironment RecruitandSelectFocusGroupParticipants SelectaModerator PreparetheDiscussionGuide orProtocol ConducttheGroupInterview Discussion PreparetheFocusGroupReport summarizefindings Figure6 5ProcedureforConductingaFocusGroup ProcedureforConductingaFocusGroup Understandtheproblemandobjectiveofthefocus group Ch8 46 FocusGroupFacilityFloorPlan Source MarketTrends ConductingtheFocusGroupInterview Participants orrespondents mustBerepresentativetothetargetmarketThemoderatormustEstablishrapport friendlyrelationship withthegroupStatetherulesofgroupinteractionSetobjectivesProbetherespondentsandprovokeintensediscussionintherelevantareasAttempttosummarizethegroup sresponsetodeterminetheextenttoagreement Table8 1FocusGroupModerators TricksoftheTrade Beprepared energized nicebutfirm andprovideacomfortableexperiencetoparticipantsBuildrapportEyecontact learnnames welcomeparticipantsDriftbackintofocusRemindthemtofocusonthetopic willcomebackonthetopic interesting butnotthesubjectofinterest talkaboutitafterwards EncouragediscussionondeeperthingsPlayna veordumb pairrespondents useprobes tellmemore why pleaseelaborate bespecific Ch8 49 TheProperUseofFocusGroups Focusgroupsshouldbeusedwhentheresearchobjectiveistoexploreordescriberatherthanpredict Howdoconsumersdescribeabetterpackage Howwouldtheydescribetheirsatisfactionwithourservice Howcouldtheydescribetheirideasforanadcampaign Ch8 50 OperationalIssuesofFocusGroups Size 6to12Who representativetothetargetmarketandsharehomogeneouscharacteristicsRecruiting useincentivesSelection whatispurpose Where conducivetogroupdiscussionWhenmoderatorgetsinvolved earlyReportingresults reportqualitativedata Ch8 51 FocusGroupsReportingandUseofResults Factorstorememberwhenanalyzingdata SomesensemustbemadebytranslatingthequalitativestatementsofparticipantsintocategoriesandthenreportingthedegreeofconsensusapparentinthefocusgroupsThatis commonthemes patternsortrends Ch8 52 FocusGroupsReportingandUseofResults Afocusgroup sanalysisshouldidentifymajorthemesaswellassalientareasofdisagreementamongtheparticipantsYoushouldalsoreportpatternsthatyouarenotexpected Table8 2WhataBrainstormingFocusGroup Sounds LikeforFujifilm Moderator Whatproblemshaveyouencounteredwithyourdigitalcamera Mary ItisabitofaproblemtohookupmyUSBcabletoit The plug in thingyonlygoesonewayandittakesmeacoupleoftriestogetitrightSally Yes andsometimesyouuseupallofyourstoragecapacitywithoutwarni