PARTICIPANT OBSERVATION
CULTURAL ANTHROPOLOGY
ENABLES To get close and familiar with group Involvement with people In natural environment Over extended period of time
HISTORY STEMS FROM SOCIAL ANTHROPOLOGISTS
ALSO INVOLVES Finding a role within the group to
participate in some manner
LIMITED To where the group consents and
permits it ? Leads to artificial acting on behalf of
the participants
METHODS Interview
OBSERVATION
PARTICIPATION
COLLECTIVE DISCUSSIONS
ANALYSES OF PERSONAL DOCUMENTS
SELF ANALYSIS
LIFE HISTORIES
FOCUS GROUPS
QUALITATIVE RESEARCH aim to gather an in-depth understanding
of human behaviour To find out the reasons for that
behaviour Investigates why & how not just what,
where and when Smaller and focused samples are
needed rather than large samples
METHOD Ask questions in interactive group
setting
WHEN CAN THEY BE USED? Used in conjunction with participant
observation High apparent validity Results are believable Low cost Get results quickly
TYPES OF FOCUS GROUPS Two-way focus group - one focus group watches another
focus group and discusses the observed interactions and conclusion
Dual moderator focus group - one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered
Dueling moderator focus group - two moderators deliberately take opposite sides on the issue under discussion
Respondent moderator focus group - one and only one of the respondents are asked to act as the moderator temporarily
Client participant focus groups - one or more client representatives participate in the discussion, either covertly or overtly
Mini focus groups - groups are composed of four or five members rather than 6 to 12
Teleconference focus groups - telephone network is used Online focus groups- computers connected via the internet
are used
BENEFITS AND STRENGTHS Group interaction enables interaction
and stimulation of stories Finding a native common language Can help dispel the feeling of isolation if
exploring sensitive issues so can be highly ethical
PROBLEMS Less control over a group (ideas wander) Need highly trained observers and
moderators Groups can be tough to get together Numbers not large enough to be
representative of the population Results can be influenced by the
researcher Needs correct environment for subject
covered