demystifying qualitative research
Post on 20-Oct-2014
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Qualitative vs.
Quantitative ~ Never Ending Saga
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What is the Phenomenon?
• Scientific• Astronomical• Mechanical• Biological• Economical• Political• Technological• Social
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Is Reality Objective?
YES
Quantitative Research
NO
Qualitative Research
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Quantitative Research
Sum of parts IS EQUAL TO
Whole
Qualitative Research
Sum of partsIS NEVER EQUAL TO
Whole
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Applications of Qualitative Research
Phenomenon is• Abstract• Complex• Novel
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Type of Reasoning
Theory
Data
Reality
Data
Reality
Theory
Deduction Induction
Quantitative Qualitative
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vs.
Quantitative Research
• Objective• What? How much? • Test hypotheses• Measure & Test• Researcher is least involved• Larger Samples (Statistical
generalization)• Simple random, Stratified,
Systematic• Statistical analysis
techniques
Qualitative Research
• Subjective• How? Why?• Explore propositions• Observe & Interpret• Researcher is highly
involved• Smaller samples
(Analytical generalization)• Purposive, theoretical
sampling• Content analysis techniques
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Qualitative Research Methods
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Observation
• Researcher observes the phenomenon• Non-participative (Obtrusive)• Participative• Record videos of participant behavior, take
field notes, or just observe & remember
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In-depth Interview
• Understand respondent’s perspectives on a particular phenomenon in their own words
• Probe latent / unobservable feelings, attitudes of respondents
• Structured / Semi-structured / Unstructured• Audio recording is MUST
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Ethnography
• Study society’s culture• Detail daily routine of participants• Emic (objective) vs. etic (subjective)• Observe behavior, artifacts, physical setting
etc.
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Focus Group Discussions
• Typically involves 5 to 10 people in a group, apart from a moderator.
• Present themselves, respond to other’s views• Consensus is ‘not’ an objective!• Moderator may use discussion guide• Audio / video recording
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Projective Techniques
• Explore deeply held attitudes and motivations• Respondents ‘may not be aware’ of these
attitudes!• Word association, sentence completion test,
Thematic Apperception Test (TAT)
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Narratives Inquiry
• Similar to interviews• Understand historical events, meaning behind
them• Difficult for respondents to recollect, and
express
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Netnography
Step 1 •Planning and Entree•Relevant, Active, Interactive, Substantial, Heterogeneous, Data-rich
Step 2•Data Collection•Text, Images, Graphics, Social interactions, Interviews, Reflective
field notes
Step 3 •Data Analysis•Coding, CAQDAS
Step 4
•Maintaining Ethics•Public vs. private community, consent from community members,
avoid causing any harm to community members, cite and credit community members with their consent
Step 5 •Representation and Evaluation
(Kozinets, 2002, 2010)
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Data Analysis
• Content analysis• Computer Assisted Qualitative Data Analysis
Softwares (CAQDAS) – NVivo, Atlasti
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Mixed Method
• Qualitative followed by Quantitative• Quantitative followed by Qualitative
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Reliability
• Standardize data collection process, protocols• Document every aspect• Inter-rater checks
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Validity
• Descriptive (Factual certainty)• Interpretive (Conceptual accuracy)• Theoretical (Postulated relationships)• External (Replicability)
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Qualitative Research ProcessRaw data
Prepare transcript
Content analysis
Build Theory
Report
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Qualities of Qualitative Researcher
• Sensitive• Involved• Curious • Interpretive• Empathetic• Patient
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Success Mantra!
Data Collection
Data AnalysisReflection
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Quantitative or Qualitative???
Both Either Or
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Thank you