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Mgt 540Mgt 540Research MethodsResearch MethodsSection 2 Section 2 Qualitative ResearchQualitative Research

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How do you see the world?How do you see the world?

“I and the Village” Chagall, Marc, 1911

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Web sites for qualitative Web sites for qualitative researchresearch http://wilderdom.com/research/QualitativeVhttp://wilderdom.com/research/QualitativeV

ersusQuantitativeResearch.htmlersusQuantitativeResearch.html

http://www.qualitative-research.nethttp://www.qualitative-research.net// http://www.nova.edu/ssss/QR/qualres.htmlhttp://www.nova.edu/ssss/QR/qualres.html http://www.socialresearchmethods.net/kb/qhttp://www.socialresearchmethods.net/kb/q

ual.phpual.php

http://www.qualitativeresearch.uga.edu/Quhttp://www.qualitativeresearch.uga.edu/QualPage/methods.htmlalPage/methods.html

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The Research WheelThe Research Wheel

InductionInduction

DeductionDeductionPropositionProposition

ObservationsObservations/ Data/ Data

HypothesesHypothesesPatternsPatterns

Global Hypothesis?

Research Hypothesis

Testing?

Conclusions?

Insight?

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Major Characteristics of Major Characteristics of Qualitative ResearchQualitative Research

1.1. Design StrategiesDesign Strategies• Structure - UnstructuredStructure - Unstructured

2.2. Data-Collection and FieldworkData-Collection and Fieldwork

3.3. AnalysisAnalysis

Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

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Major Characteristics of Major Characteristics of Qualitative ResearchQualitative Research

1.1. Design StrategiesDesign Strategies Naturalistic inquiryNaturalistic inquiry Emergent design flexibilityEmergent design flexibility Purposeful samplingPurposeful sampling

(information rich – not (information rich – not generalizability)generalizability)

Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

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Major Characteristics of Major Characteristics of Qualitative ResearchQualitative Research

1.1. Design StrategiesDesign Strategies

2.2. Data-Collection and FieldworkData-Collection and Fieldwork Qualitative dataQualitative data Personal experience & Personal experience &

engagementengagement Empathic neutrality and Empathic neutrality and

mindfulnessmindfulness Dynamic systemsDynamic systems

Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

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Major Characteristics of Major Characteristics of Qualitative ResearchQualitative Research

1.1. Design StrategiesDesign Strategies2.2. Data-Collection and FieldworkData-Collection and Fieldwork3.3. AnalysisAnalysis

Unique case orientationUnique case orientation Inductive analysis, creative Inductive analysis, creative

synthesissynthesis Holistic perspectiveHolistic perspective Context sensitivityContext sensitivity Voice, perspective and reflexivityVoice, perspective and reflexivity

Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

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InterviewsInterviewsObservationObservationDiary methodsDiary methods

Gain Gain InsightInsight

DescribeDescribeDecodeDecodeTranslateTranslate

Increase Increase UnderstandingUnderstanding

Qualitative Process Qualitative Process

Curiosity

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Principle qualitative Data-Principle qualitative Data-Gathering methodsGathering methods In-depth interviewsIn-depth interviews

Structured or unstructured (non-directive)Structured or unstructured (non-directive) Critical Incident Technique Critical Incident Technique (p. 150)(p. 150)

Form of focusing the respondentsForm of focusing the respondents Useful for larger samplesUseful for larger samples Seeking commonalitiesSeeking commonalities

Focus Groups / Group InterviewsFocus Groups / Group Interviews Steered conversations (Moderating skills)Steered conversations (Moderating skills) Exchange of ideas (social construction)Exchange of ideas (social construction)

Social conditions – group thinkSocial conditions – group think

EthnographicEthnographic Participant observation Participant observation

Concealed / semi-concealed?Concealed / semi-concealed? Action ResearchAction Research

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Additional Techniques (cont)Additional Techniques (cont)

DiaryDiary Need for “expression”Need for “expression” Need for some structureNeed for some structure Encouragement to continueEncouragement to continue ConfidentialityConfidentiality

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Qualitative research skillsQualitative research skills

SensitivitySensitivity UnderstandingUnderstanding

Different constructs and conceptsDifferent constructs and concepts Recognizing what is relevantRecognizing what is relevant SkepticismSkepticism

““cannot be trusted to say…”cannot be trusted to say…” Organization / documentation Organization / documentation Interpersonal skillsInterpersonal skills

Interviewing (trust building)Interviewing (trust building) Social interactionSocial interaction Passing the “gatekeeper”Passing the “gatekeeper”

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How you are perceived:How you are perceived:

Student Student Amateurish, unthreatening, unskilledAmateurish, unthreatening, unskilled

ResearcherResearcher Professional, issues of accessProfessional, issues of access

InterviewInterview Formal interrogation, controlledFormal interrogation, controlled

DiscussionDiscussion Less threatening, exchangeLess threatening, exchange

SurveySurvey High level aggregation, limited useHigh level aggregation, limited use

It is important that the subject value the It is important that the subject value the relevance of the research & respect the relevance of the research & respect the researcher! researcher! (ethics!)(ethics!)

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Controlling for Interview biasControlling for Interview bias

If there is no “one” way… If there is no “one” way… Basic probe Basic probe (do not lead!)(do not lead!) Explanatory probe Explanatory probe (What do you mean?)(What do you mean?)

Focused probes Focused probes (What sort…)(What sort…)

Silent probe Silent probe (pause, silence…)(pause, silence…)

Drawing out Drawing out (tell me more…)(tell me more…)

Prompting Prompting (have you thought about..)(have you thought about..)

Mirroring or reflecting (paraphrasing)Mirroring or reflecting (paraphrasing)

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Analyzing Qualitative DataAnalyzing Qualitative Data

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Qualitative Data Analysis Qualitative Data Analysis TechniquesTechniques Transcript Analysis Transcript Analysis (p. 173)(p. 173)

Content Analysis Content Analysis (psuedo-Quant)(psuedo-Quant) Grounded TheoryGrounded Theory

Computer aided analysisComputer aided analysis Network Diagram Network Diagram (p. 194-195)(p. 194-195)

Repertory Grid Technique Repertory Grid Technique (p197-202)(p197-202) Decipher individual perceptions Decipher individual perceptions

ElementsElements ConstructsConstructs Linking mechanismsLinking mechanisms

ComplexComplex Different methods of organizingDifferent methods of organizing

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Additional Techniques (cont)Additional Techniques (cont)

Cognitive Mapping Cognitive Mapping (p202-207)(p202-207)

Modeling complexityModeling complexityPrecedents, antecedentsPrecedents, antecedentsValues, attributes Values, attributes (see value map p205)(see value map p205)

LadderingLadderingUp : Ask “why”Up : Ask “why”Down: Explore understandingDown: Explore understanding

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Analyzing Qualitative DataAnalyzing Qualitative Data

Content Analysis vs Grounded Content Analysis vs Grounded

Conversation AnalysisConversation Analysis Stability of patternsStability of patterns Sequential organization (continuing)Sequential organization (continuing) Grounded in empirical examinationGrounded in empirical examination

Discourse AnalysisDiscourse Analysis ContextContext

Critical = more depthCritical = more depth Case AnalysisCase Analysis

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Grounded Analysis Grounded Analysis (Process)(Process)

Collection and analysis of data Collection and analysis of data are simultaneousare simultaneous

Structure is derived from dataStructure is derived from data ““Fits” the dataFits” the data

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Stages of Analysis Stages of Analysis Approach #1 (Original – overview)Approach #1 (Original – overview)

1.1. Comparing incidents Comparing incidents applicable to each categoryapplicable to each category

2.2. Integrating categories and their Integrating categories and their propertiesproperties

3.3. Delimiting the theoryDelimiting the theory

4.4. Writing the theoryWriting the theory

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Stages of Analysis Stages of Analysis (p177-179)(p177-179)

Approach #2 (text, more focused)Approach #2 (text, more focused)

1.1. FamiliarizationFamiliarization

2.2. ReflectionReflection

3.3. ConceptualizationConceptualization

4.4. Cataloguing concepts Cataloguing concepts

5.5. Re-codingRe-coding

6.6. LinkingLinking

7.7. Re-evaluationRe-evaluation

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AnalysisAnalysis

Role of computer?Role of computer? ToolTool

Still relies on the judgment of the Still relies on the judgment of the researcherresearcher

Uses quantitative methods to Uses quantitative methods to analyze qualitative data.analyze qualitative data.