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Chapter 4Chapter 4

Introduction to Qualitative ResearchIntroduction to Qualitative Research

Effective in capturing complexity of Effective in capturing complexity of communication phenomenacommunication phenomena

Sensitive to social construction of meaningSensitive to social construction of meaning

Emphasizes communication environment Emphasizes communication environment of interactantsof interactants

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What is Qualitative Research?What is Qualitative Research?

Preserves the form and content of Preserves the form and content of interaction interaction Contextually boundContextually boundDiscourse is the data Discourse is the data Analyzed for its qualities – empirical, Analyzed for its qualities – empirical, inductive, and interpretiveinductive, and interpretiveAims for subjectivityAims for subjectivityAllows interactants’ voices to be heardAllows interactants’ voices to be heard

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Mutual Simultaneous ShapingMutual Simultaneous Shaping

The here and nowThe here and now

Everything influences Everything influences everything elseeverything else

Emphasis on process Emphasis on process and the holistic frame and the holistic frame of interactionof interaction

Plausible Plausible explanations built on explanations built on what is observedwhat is observed

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Inductive AnalysisInductive Analysis

From the specific to the generalFrom the specific to the general

Explanations and theories emerge from Explanations and theories emerge from the datathe data

Propositions formulated continuously Propositions formulated continuously throughout the data collection and data throughout the data collection and data analysis processanalysis process

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Model for Qualitative ResearchModel for Qualitative Research

Interdependent Interdependent stagesstages

Not linearNot linear

Cannot be planned in Cannot be planned in entiretyentirety

Top circle reflects Top circle reflects design of the projectdesign of the project

Bottom reflects Bottom reflects activities in the fieldactivities in the field

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Credibility in Qualitative ResearchCredibility in Qualitative Research

Extent to which data interpretations are Extent to which data interpretations are

– truetrue

– correctcorrect

– dependabledependable

Allows for multiple interpretations by Allows for multiple interpretations by asking “What’s plausible?”asking “What’s plausible?”

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Enhancing CredibilityEnhancing Credibility

Triangulation: use of several kinds of Triangulation: use of several kinds of methods or data to enhance credibilitymethods or data to enhance credibility– Data triangulationData triangulation– Investigator triangulationInvestigator triangulation– Interdisciplinary triangulationInterdisciplinary triangulation

Member validationMember validation– Taking research findings back to individuals Taking research findings back to individuals

who provided datawho provided data

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Conceptualizing Research Conceptualizing Research Questions for Qualitative ResearchQuestions for Qualitative Research

Based on previous literatureBased on previous literature

Broadly statedBroadly stated

NondirectionalNondirectional

Gives researcher latitude in following Gives researcher latitude in following interesting pathsinteresting paths

Specific to the interaction contextSpecific to the interaction context

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Assessing Research QuestionsAssessing Research Questions

Does the question ask Does the question ask howhow or or what?what?

Is the question nondirectional?Is the question nondirectional?

Does it reference the research site?Does it reference the research site?

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Assessing Research QuestionsAssessing Research Questions

Does the question:Does the question:– Focus on a specific type of interaction?Focus on a specific type of interaction?– Discover how meaning is developed/shared?Discover how meaning is developed/shared?– Reveal naturally occurring communication not Reveal naturally occurring communication not

suitable for study in an experiment?suitable for study in an experiment?– Reveal unanticipated phenomena/influences?Reveal unanticipated phenomena/influences?– Reveal process that occur over time?Reveal process that occur over time?– Explore the influences of the context?Explore the influences of the context?

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What Counts as DataWhat Counts as Data in Qualitative Research? in Qualitative Research?

Anything that can be observed or capturedAnything that can be observed or captured

Interpreting meaningInterpreting meaning– Researcher constructionResearcher construction– Subjective valuingSubjective valuing– Contingent accuracy Contingent accuracy

Level of evidenceLevel of evidence– Microlevel, midlevel, macrolevelMicrolevel, midlevel, macrolevel

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Making the Case Making the Case for Qualitative Researchfor Qualitative Research

AdvantagesAdvantages– Documents the unseenDocuments the unseen– Provides information about those who cannot or will Provides information about those who cannot or will

not speak for themselvesnot speak for themselves– Supplements information from quantitative studiesSupplements information from quantitative studies

LimitationsLimitations– Communication environment must be accessible Communication environment must be accessible – Interactants may change their behavior Interactants may change their behavior – Observations filtered through the researcherObservations filtered through the researcher– Time consumingTime consuming

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Threats to CredibilityThreats to Credibility

Inaccuracy or incompleteness of dataInaccuracy or incompleteness of data

Problems of interpretationProblems of interpretation– Whose interpretation is being imposed?Whose interpretation is being imposed?

Theoretical validityTheoretical validity– What about data that fail to fit the What about data that fail to fit the

interpretation?interpretation?

Selection biasSelection bias

Reactivity biasReactivity bias

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Comparing Quantitative and Comparing Quantitative and Qualitative ResearchQualitative Research

One methodology is not inherently better One methodology is not inherently better than the otherthan the other

Each has advantages and limitationsEach has advantages and limitations

Method should be selected because it Method should be selected because it helps the researcher answer hypotheses helps the researcher answer hypotheses and research questionsand research questions

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Key Differences Key Differences

QuantitativeQuantitative

Uses numbersUses numbers

Participants randomly Participants randomly selectedselected

Removes some level Removes some level of contextualityof contextuality

Relies on formal logicRelies on formal logic

QualitativeQualitative

Uses detailed Uses detailed descriptionsdescriptions

Participants selected Participants selected purposelypurposely

Deeply contextualizedDeeply contextualized

Interpretive frameInterpretive frame

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Key SimilaritiesKey Similarities

Both quantitative and qualitative methodsBoth quantitative and qualitative methods

– Rely on empirical evidenceRely on empirical evidence

– Provide useful information for describing, Provide useful information for describing, understanding, and explaining human understanding, and explaining human communication behaviorcommunication behavior

– Needed to develop complete picture of Needed to develop complete picture of communicationcommunication

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Which Method Do You Choose?Which Method Do You Choose?

Choose the method that answers “What Choose the method that answers “What do I want to know?”do I want to know?”

Which method will maximize the amount of Which method will maximize the amount of useful data generated to answer the useful data generated to answer the question posed?question posed?