business project nicos rodosthenous phd 09/12/2014 8 09/12/2014dr nicos rodosthenous1
TRANSCRIPT
Dr Nicos Rodosthenous 1
Business ProjectNicos Rodosthenous PhD
09/12/20148
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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)
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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)
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Collecting primary data using semi-structured and in-depth interviews
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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.
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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 possible09/12/2014
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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.
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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.
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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.
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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.
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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.
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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.
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Collecting primary data using semi-structured and in-depth interviews
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Collecting primary data using semi-structured and in-depth interviews
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Collecting primary data using semi-structured and in-depth interviews
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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• Analysis09/12/2014
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