Analytical methods for IS professionals ISYS3015 Some qualitative methods of data collection

Today Marte Marte The IS context for qualitative methods The IS context for qualitative methods Focus group simulation Focus group simulation De-brief De-brief More qualitative methods More qualitative methods

Features of qualitative research Purpose is to understand rather than measure Is holistic and accommodates the emergent properties of real-world situations Places findings in context – historical, cultural, political Is interpretive, ie social reality is constructed through interpretation Uses naturalistic methods such as fieldwork Qualitative research in IS In creating information systems, we need to understand requirements in context Information systems are socio-technical systems embedded in and reflecting real-world social systems: cultures, organisations, teams. The technical and social are inevitably part of a whole. Combined with quantitative methodologies, qualitative research gives us rich tools for understanding the contexts in which we work, for communicating and for creating new opportunities for organisations

Qualitative data Sources of data include: participant observation participant observation interviews interviews documentary analysis documentary analysis

Interviewing and Focus Groups Observing vs questioning Observing vs questioning qualitative vs Quantitative interviewing qualitative vs Quantitative interviewing Interviewer has a general plan but not structured questions Interviewer has a general plan but not structured questions The answers to questions will shape subsequent questions The answers to questions will shape subsequent questions Focus groups Focus groups

What are focus groups? A qualitative research method A qualitative research method Group interviews Group interviews Planned and focused Planned and focused Combined with other qualitative methods Combined with other qualitative methods Combined with other quantitative methods Combined with other quantitative methods

Four Basic uses of Focus Groups Four Basic uses of Focus Groups Academic research Product marketing Evaluation research Quality Improvemen t Problem identificatio n Generating research questions Generating new product ideas Needs assessment Identifying opportunities Planning Research Design Developing new products Program development Planningintervention Implementa tion Data collection Monitoring customer response Process evaluation Assessment intervention Assessment Data analysis Refining product or marketing Outcome evaluation Assessment redesign

Considerations When to use a focus group When to use a focus group Size and sampling Size and sampling Composition Composition Selection of participants Selection of participants Moderation/facilitator Moderation/facilitator Data analysis methods Data analysis methods Ethical issues Ethical issues The power of the focus group The power of the focus group

Barbour R S and Kitzinger J. Ch1. The challenge and promise of focus groups. Developing focus group research. London, Sage You will need to understand this in any use of focus groups or discussion of them in assignments or the exam For discussion of these issues, see

Developing questions Opening – purpose/rationale, ground rules Opening – purpose/rationale, ground rules Introductory question Introductory question Transition questions Transition questions Key questions Key questions Probe questions Probe questions Ending/summary questions Ending/summary questions Unplanned questions Unplanned questions

Moderating a focus group What does the moderator do? Asks probing questions, Asks probing questions, Promotes discussion Promotes discussion Keeps discussion focused on the problem Keeps discussion focused on the problem Prepares location, equipment etc Prepares location, equipment etc Handles individual differences in the group Handles individual differences in the group Records the session Records the session

Moderating a focus group A moderator needs to have: A sound understanding of the problem A sound understanding of the problem Good listening skills Good listening skills Good interpersonal skills Good interpersonal skills Good facilitating skills Good facilitating skills A non-judgmental approach A non-judgmental approach And to have the location and equipment prepared

Tools for analysis and reporting Recording equipment Recording equipment –Tape recorder –Video –Paper –Flip charts, white boards Transcribing equipment Transcribing equipment

Things to consider Good moderating is essential Good moderating is essential The research team can learn from the participants The research team can learn from the participants There are many possible ways to carry out focus groups There are many possible ways to carry out focus groups