Qualitative Research- Part 1

DIE 4564 Research Methods

Overview of qualitative methods

Data-gathering techniques that generate open-ended narrative data.

o Words rather than numberso Words reflect the view of the study participant, not

the researcher

Seeks to find themes and meanings that emerge from observation and evaluation of a situation or context.

o In contrast to double-blind studies, qualitative researchers often have intense contact with a selected group of informants.

Overview of classic qualitative methods

• Observation Field research

• Interviews Individual Group

Focus GroupNominal Group ProcessDelphi Process

Similarities - Both qualitative and quantitative approaches may be

• Descriptive• Evaluative• Theory building• Context- sensitive• Viewed on a continuum

Topics Appropriate for Qualitative Field Research

• Topics that defy simple quantification. ex. Acceptance of new food products

• Attitudes and behaviors best understood in their natural setting. Ex. Fruit and vegetable intake at school

• Social processes that change over time. Ex. Use of social media

Sampling methods used

• Selective Based on preconceived notion of when, where, and from

whom the most fruitful data might come

• Purposeful Selective on-going process based on analysis of data

• Theoretical Purposeful focus on filling information gaps that hinder

theory development

Special Considerations in Qualitative Field Research

• Roles of the Observer Participant , Researcher, Observer

Reactivity – the problem of social research subjects potentially reacting to being studied, thus altering their behavior from what it would have normally been.

How many people change what they are eating when

they are recording it for the dietitian?

Special Considerations in Qualitative Field Research

• Relations to Subjects Objectivity “The Martian or the Native” Reflexivity

The Qualities of Good Qualitative Researcheshttp://www.youtube.com/watch?v=cVkrVaY_KjA The Qualities of Good Qualitative Researcheshttp://www.youtube.com/watch?v=cVkrVaY_KjA

Some Qualitative Field Research Paradigms

• Naturalism• Phenomenology• Ethnography• Ethnomethodology• Grounded Theory• Case Studies• Institutional Ethnography• Participatory Action Research

Some Qualitative Field Research Paradigms

• Naturalism – an approach to field research based on the assumption that an objective social reality exists and can be observed and reported accurately.

• Phenomenology: seeks to understand how participants understand, interpret, and find meaning in their own unique life experiences and feelings

Some Qualitative Field Research Paradigms

• Ethnography – a report on social life that focuses on detailed and accurate descriptions rather than explanations.

• Ethnomethodology – an approach to the study of social life that focuses on the discovery of implicit, usually unspoken assumptions and agreement.

Some Qualitative Field Research Paradigms

• Grounded Theory – an inductive approach to the study of social life that attempts to generate a theory from the constant comparing of unfolding observations. Guidelines:

Think conservativelyObtain multiple viewpointsPeriodically step backMaintain an attitude of skepticismFollow the research procedures

Some Qualitative Field Research Paradigms

• Institutional Ethnography – a research technique in which the personal experiences of individuals are used to reveal power relationships and other characteristics of the institution within which they operate.

Some Qualitative Field Research Paradigms

• Case Studies – the in-depth examination of a single instance of some social phenomenon.

• Extended Case Method – a technique in which case study observations are used to discover flaws in and to improve existing social theories.

Some Qualitative Field Research Paradigms

• Participatory Action Research – an approach to social research in which the people being studied are given control over the purpose and procedures of the research.

Emancipatory Research – research conducted for the purpose of benefiting disadvantaged groups.

Conducting Qualitative Field Research

• Preparing for the Field Be familiar with relevant research Discuss your plans with others in the area Identify and meet informants (when appropriate)

First impressions are importantEstablish rapport (an open and trusting

relationship) Ethical considerations

Conducting Qualitative Field Research

• Establishing Rapport Rapport – an open and trusting

relationship, especially important in qualitative research, between researchers and the people they’re observing.

Conducting Qualitative Field Research

• Establishing Rapport

Conducting Qualitative Field Research

• Qualitative Interview – contrasted with survey interviewing, the qualitative interview is based on a set of topics to be discussed in depth rather than based on the use of standardized questions. “Miner” or “Traveler”

Conducting Qualitative Field Research

• Stages in Complete Interviewing Process

1. Thematizing

2. Designing

3. Interviewing

4. Transcribing

5. Analyzing

6. Verifying

7. Reporting

Examples of Techniques

• In-depth and semi-structured interviews of individuals use open-ended questions to explore viewpoints. The interviewer is allowed to probe for more details about any response in order to gain fuller understanding of the participant’s experiences and perspectives.

• Interviews are often supplemented by other methods, such as participant diaries or journals.

Examples of Techniques

• Focus groups of about 4 to 12 people are moderated discussions led by a facilitator from the research team. The facilitator encourages participants to interact with one another and to clarify their individual and shared perspectives.

Focus Groups

• Focus Group – a group of subjects interviewed together, prompting a discussion. Advantages: real-life data, flexible, high

degree of face validity, fast, inexpensive Disadvantages: not representative, little

interviewer control, difficult analysis, interviewer/moderator skills, difficult logistically

Nominal Group Process*

• Structured method of generating consensus • Participants respond in writing• All responses recorded on flip chart – no

debate at first. Aim is to collect all ideas.• Group discusses, clarifies, removes

duplicates• Voting is done with a specific ranking

process until consensus reached.

Delphi process

• Similar to Nominal Group Process• Questionnaires mailed to panel of experts• Key features

Anonymity of the participants Structuring of information flow Regular feedback Role of the facilitator

Conducting Qualitative Field Research

• Recording Observations Take detailed notes, but balance with

observations Rewrite notes with observations soon after

observations with filled in details Record everything

Examples of Analytic Techniques

• The analysis of qualitative data usually involves coding and classifying observations and deriving major and minor themes from the groups of observations.

• Reports of the findings of qualitative studies often incorporate quotations that express participants’ perspectives and experiences in their own words.

Consensus Methods

The goal of some studies is to identify areas of consensus and areas of contention among individuals who are experts on a particular topic and/or a particular community or organization.

Delphi Method

The Delphi method is a structured decision-making and forecasting process in which participants engage in several rounds of:• Completing individual questionnaires• A facilitator summarizing and sharing the

responses• Panelists reconsidering their perspectives after

reflecting on the opinions expressed by others

The goal is for each iteration to move the panel of experts closer to agreement.

Strengths Qualitative Field Research

Effective for studying subtle nuances in attitudes and behaviors and social processes over time

Field research has greater validity than survey and experimental measurements

Flexibility Potentially inexpensive

Weaknesses of Qualitative Field Research

No appropriate statistical analyses Potential problems with reliability May confronting several ethical issues that

may arise from the researcher’s direct contact with subjects.

4 overall aspects of evaluating the trustworthiness of qualitative research

• Dependability – The extent to which participants meanings are accurately

understood by the researcher

• Credibility – The extent to which the phenomenon of interest has been

adequately described

• Conformability – The extent to which findings and conclusions are supported by the

evidence of the data

• Transferability – The extent to which findings from one qualitative study are useful in

understanding how people experience the target phenomenon in other settings.