Planning an Applied Research Project Chapter 12 – Research Techniques: Observation, Focus Groups, and Other Techniques © 2014 John Wiley Sons, Inc. All.

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Presentation transcript:

Planning an Applied Research Project Chapter 12 – Research Techniques: Observation, Focus Groups, and Other Techniques © 2014 John Wiley Sons, Inc. All rights reserved.

Learning Objectives »Explain the advantages of observations, focus groups, expert panels, and content analysis »Explain the challenges of conducting objective observations »Conduct a research observation »Organize a focus group »Develop an expert panel research design »Conduct a content analysis research design »Develop a coding system © 2014 John Wiley Sons, Inc. All rights reserved.

Key Terms »Coding »Coding manual »Coding schedule »Content analysis »Delphi panel »Descriptive observation »Detached observer »Disposition »Evaluative observation »Facilitator »Focus group »Inferential observation »Inter-rater reliability »Latent content »Manifest content »Observer drift »Outside observer »Participant observer »Perceptual flooding »Pilot observation »Research blindness »Selective attention »Skilled facilitator »Time frame »Units of behavior »Units of observation © 2014 John Wiley Sons, Inc. All rights reserved.

Benefits of Observational Research »Objective way to record and notice behavior of other people »Non obtrusive way to gather information with limited involvement of the persons being observed »Structured and objective model »Numbers can be analyzed using statistical techniques © 2014 John Wiley Sons, Inc. All rights reserved.

Challenges in Conducting Observations »Observer drift »Obtaining permission »Deciding on observer role »Perceptual flooding »Recording accurately using a coding scheme »Selecting units of behavior and time frame »Selective attention © 2014 John Wiley Sons, Inc. All rights reserved.

Observational Roles »Outside observer »Participant observer »Observer as participant »Mystery shopper © 2014 John Wiley Sons, Inc. All rights reserved.

Benefits of Focus Groups »Gathering many opinions »Collecting new ideas »Sampling opinions of select participants »Enabling reactions of participants to each others’ ideas »Follow up on opinions possible »Inclusion of verbal and non-verbal behavior »Saves time and money and staff time © 2014 John Wiley Sons, Inc. All rights reserved.

Organizing Focus Groups »Clarifying the purpose of the focus group »Deciding on incentives or stipends »Selecting and inviting participants »Developing the questions to be asked in the focus group »Determining recording systems »Developing a plan for the facilitator – who will do it and why? © 2014 John Wiley Sons, Inc. All rights reserved.

Organizing Focus Groups (cont’d) »Selecting a place to hold the focus group »Creating the process for recording the conversation, both verbal and non-verbal »Reminding all the participants of the time and location »Conducting the focus group »Thanking them after the group »Analyzing the recording © 2014 John Wiley Sons, Inc. All rights reserved.

Expert Panels »Group of people who are chosen for their expertise, wisdom, or experience and who operate as a group to help solve a problem, provide insight or create predictions for the future »Effective method to collect a lot of information from professionals who do not meet but conduct their work by and other forms of communication »A Delphi Panel is one form © 2014 John Wiley Sons, Inc. All rights reserved.

Expert Panels (cont’d) »No communication among the participants »A tight time table »Careful review and editing of what you receive »The value of clear questions to start the process »The need for participants to commit to a promote review and retune of documents »How electronic communication helps the process © 2014 John Wiley Sons, Inc. All rights reserved.

Content Analysis »Objective and careful analysis of words and/or phrases in a series of documents, videos, magazines, periodicals, or in order to determine what the evidence shows »Content analysis can uncover cultural assumptions about the ways words or images are used »Content analysis can provide insights about how organizations or individuals use language, phrases or symbols to convey meaning © 2014 John Wiley Sons, Inc. All rights reserved.

Steps in Content Analysis »Selection of software (if being used) »Development of coding schedule »Coding manual »Careful training of people involved »Careful selection of documents »Clear plan of how to analyze the results © 2014 John Wiley Sons, Inc. All rights reserved.

Coding in Content Analysis »Process of recording what is in a document or set of images in a consistent and replicable manner »Requires: ˃ Determination of unit of analysis ˃ coding schedule ˃ Coding manual ˃ Training coding persons © 2014 John Wiley Sons, Inc. All rights reserved.

Review of Class Session »Anything unclear? »One thing that fascinates me about the topics in this class is … © 2014 John Wiley Sons, Inc. All rights reserved.