2. Qualitative Research Not everything that can be counted
counts and not everything that counts can be counted. ( Albert
Einstein )
3. What is qualitative research? Qualitative research is an
approach which seeks to understand , by means of exploration, human
experience, perceptions, motivations, intentions and behavior. So,
listening and observing may give more information than sending
questions.
4. Non-experimental Research Designs This type of design is
otherwise called as weakest design. Need not obey any principles It
can have so many subdivisions
5. Reasons for Undertaking Non Experimental Studies 1. Number
of human characteristics/ independent variables are not subject to
experimental manipulation or randomization 2. Some variables cannot
ethically be manipulated 3. For some research, it is not practical
to conduct a true experiment/manipulate variables 4. For some
situations, it is more realistic to explore phenomena in more
natural manner 5. Non-experimental research is often needed to
scope out the experimental one
6. Main features of Qualitative Research 1- Exploration 2-
Inductive approach 3- Interactive and Reflective 4- Holistic 5-
Flexible
7. Main features of Qualitative Research ( cont. ) 1.
Exploration is the essential feature of qualitative approach in
order to understand the perceptions and actions of
participants.
8. Main features of Qualitative Research ( cont. ) 2.Inductive
approach: The purpose of qualitative approach is to develop
concepts and generates hypothesis. The researcher is open to ideas
which emerge from listening or observing people.
9. Main features of Qualitative Research ( cont. ) 3-
Interactive and Reflexive process The qualitative research should
be reflexive i.e. examining not only what people say and do, but
also why they say and do so.
10. Main features of Qualitative Research ( cont. ) 4- Holistic
exploration In qualitative research, participants are allowed to
put their responses in context.
11. Main features of Qualitative Research ( cont. ) 5- Flexible
methods Qualitative research relies on personal, intimate and
private world of participants. So flexible, imaginative, creative
and varied strategies are used to facilitate this process: Data
collection methods include; interviews, observations, group
discussion, analysis of video recording, letters, diaries and other
documents.
12. Common approaches in qualitative research 1- Ethnograghy 2-
Phenomenology 3- Discourse analysis 4- Grounded theory
13. Common approaches in qualitative research 1- Ethnography:
is an approach relying on the collection of data in the natural
environment. Ethnographers are interested in how the behavior of
individuals is influenced or mediated by culture in which they
live. So, human behavior can only be understood if studied in the
setting in which it occurs. As people can influence and be
influenced by the groups they live in.
14. Common approaches in qualitative research 2- Phenomenology:
It focuses on individuals' interpretation of their experience and
the ways in which they express them. The researchers task is to
describe phenomena as experienced and expressed by
individuals.
15. Common approaches in qualitative research 3- Discourse
analysis: Discourse is a term used to describe the systems we use
in communication with others. These include verbal, non-verbal and
written material. What we say, how we say it, our choice of words,
tone, timing are full of values, meanings and intentions. So,
analysis of discourse increases our understanding of human behavior
through language and interaction.
16. Common approaches in qualitative research 4- Grounded
theory: It is an inductive approach to research whereby hypotheses
and theories emerge out or are grounded in data.
17. Common approaches in qualitative research (conclusion) The
above 4 approaches are similar in that they place emphasis on
interpretation rather than objective empirical observations. They
are interactive. They are different in that; ethnography focuses on
culture, phenomenology on consciousness, discourse analysis on
language and ground theorys aim is the development of theory
through induction.
18. Limitations of Qualitative Research 1- It is anecdotal
(stories told for dramatic quality without critical evaluation) 2-
Unscientific 3- Producing findings that are not generalizable 4-
Impressionistic 5- Subjective
19. Qualitative: Data Collection Methods Four Common
techniques: Descriptive/Exploratory/Observational Interview
Questionnaires Case Studies Observation
20. Descriptive Research Purpose is to observe, describe, &
document aspects of a situation as it naturally occurs serve as a
starting point for hypothesis generation or theory development
Types: Descriptive Correlational Studies Univariate Descriptive
Studies Prevalence Studies Incidence Studies
21. Descriptive/Exploratory Survey (contd) Advantage: large
amount of information can be obtained from a large population in an
economical manner which is surprisingly accurate Disadvantages Info
tends to be superficial as breadth is emphasized Expertise in:
sampling techniques, questionnaire construction, interviewing and
data analysis to produce a reliable and valid study. Time-consuming
& sometimes costly
22. Observational Approach Observe individual behaviour and
qualitatively and/or quantitatively analyze observations e.g. How
many forms of feedback in an observed coaching situation Evaluation
Frequency Interval of behaviour Duration Must determine what
behaviours to observe What are the behaviour criteria Where will
the observations be made? Natural vs Unnatural?
23. Questionnaire Top Hints to constructing a good
questionnaire: 1. Do not use ambiguous words such as generally.
Leave reader to interpret. 2. Use short questions 3. Avoid two
questions in one! Example: Does your department have an entrance
requirement for the Masters Degree and doctoral program? 4. Avoid
technical jargon and acronyms 5. Do not lead the participant with
statements. Example: Bing one of the coldest places in the world,
would you want to live in the North Pole? 6.Do not imply the
answer. Example: Because athletes work so hard, shouldnt get more
money for carding?
24. Interviews Benefits More desirable than questionnaires
since more likely to take place degree of certainty Responses are
more likely to be reliable Can get rich data from text Can be
in-person allowing for reads off interviewed person Can be more
adaptable and flexible in re-phrasing questions to allow for
quality answers Can allow visual aids, etc
25. Interviews Helpful hints: 1. Establish rapport with
interviewed person. Seek common interests. 2. Prepare questions and
rehearse questioning 3. Make prior contact with letter or oral
letter by phone or in- person 4. Ask good questions avoid Yes or No
answers 5. Avoid inserting your opinion of participants views 6.
Keep the interviewed person on topic. Select points in the ramble
to hook back to question categories.
26. Interviews Interview Questions: 1. Devils advocate: Some
people say that NHL athletes are overpaid. What do you think? 2.
Hypothetical: Lets say that you were GM of Vancouver Canucks. Who
would you trade in January? 3. Ideal position: What do you think is
the ideal preparation course for sport management field? 4.
Interpretive: Would you say that your experience in SFL is
different from what you expected?
27. Case Studies In-depth understanding of a single situation
or phenomenon Form of descriptive research methodology Case is
deemed representative of other such situations or cases Generally
weaker in generalization but its main purpose is not to get a
population-based generalized concept Used to build theories or
inductive processes Used to examine a single person but also a
program, organization, community, specific situation
28. Case Studies 3 types Case studies 1. Descriptive- Presents
a detailed picture Gain clarity of situation Initial step in
building case for further research
29. Case Studies 3 types Case studies 2. Interpretive-
Interpret data and conceptualize the information to create a theory
E.g. the cognitive processes in choosing an intramural sport
30. Case Studies 3 factors Case studies Evaluation- Involves
description and interpretation Evaluate merit of a practice,
program, movement or event. May be provide more in-depth study than
survey approach
31. Case Study Sample Does not need to be random sampling not
deemed to be a representative conclusion Tend to use
criterion-referenced or based sampling- choose a set of criteria
and then select participant(s)
32. Case Study Gathering Data Can use interviews, observations,
document analysis all three! Flexible approach and analysis
technique can include a range of: Sorting techniques
categorization; Member checking Interpreting- creating a theory or
conclusion
33. Exercise Use the provided journal article and create a
mind- map of the various details/aspects of the qualitative
methodology Use key words to capture the methodology used!
Investigate key words that you do not understand! Start with
categories to focus your analysis: statistical methods, reliability
tests, statistical tests or descriptors. Be prepared to discuss in
a student forum.
34. Exercise Research a journal article related to any aspect
of your sport or athletes performance. Ensure that it employs
qualitative methodologies. Provide an overview of the qualitative
approach and be ready to present in a student forum. Evaluate the
effectiveness of the methodological approach to answer the research
question.