1. Preparing for Qualitative Research

2. Preparing For Qualitative Research  Recall: The Situation Analysis is the springboard for identifying research opportunities/future directions  The Problem Statement identifies the most viable direction(s) and proposes the information needed to better understand them.

3. Preparing for Qualitative Research  For each informational need identified (at the end of Part I), researchers should make decisions regarding the best way to address it  The types of questions and techniques most likely to generate relevant information

4. Preparing for Qualitative Research  Developing the interview guide or discussion guide An outline for how the researcher should proceed through an interview/discussion  Pre-testing the instrument Mini-group

5. Other Tools Required for Qualitative Research  Recruitment Screener An aid used to ensure that the research sample is properly selected  Informed Consent Disclosure Agreement Document used to explain the nature of the research, time obligations required, and participant rights

6. Decisions Needed to Complete the Tools  Research method to be used  Research objectives To investigate consumer considerations in selecting a living space To examine who students turn to when seeking input from opinion leaders To better understand what factors individuals weigh when choosing a career

7. Decisions Needed to Complete the Tools  Research sample/sampling criteria Who should we recruit to participate? What do they need to “qualify” for participation?  How specifically will we recruit participants?

8. Constructing the Discussion Guide

9. Purpose  To clarify what “asking the right questions” means  To review discussion guide format and content

10. Objective of Qualitative Research  Recall: The purpose of qualitative research is to generate insights, understanding about attitudes, interests, and opinions (AIOs)  Determines the subjective reality of the subjects

11. The Stages of Group Processes  Forming “Inclusion stage”  Storming “Sizing up” stage  Norming Commonalities discovered between group members

12. The Stages of Group Processes  Performing High energy stage of cooperation within group  Mourning Wind-down stage

13. Opening the Discussion (Forming)  The Welcome  The overview of the topic  The ground rules  The “ice breaker” first question

14. The Art of Asking Questions The right questions are those that assess 1. What subjects did, experienced, noticed 2. How they reacted to their experiences, observations 3. What made them react the way they did

15. The Art of Asking Questions 4. What props and costumes were used in the experience 5. What dialog occurred (who said what to whom), and 6. When each event occurred (chronology)

16. The Art of Asking Questions  Questions should be open ended  Dichotomous questions should be avoided  “Why” questions should be avoided Reframe the question to encourage spontaneity  Leading questions  Avoid “marketing speak”

17. The Art of Asking Questions: Interviewing Techniques  Validate Different Opinions Are there any other points of view?  The Pause Listen for “hidden treasures”  The Probe Would you explain further? Is there anything else? Please give me an example of what you mean?  Summarizing, restating

18. Wind Down Comments/Questions  Summarize the main discussion points  “Is there anything you’d like to add that hasn’t been mentioned?”  “What one thought or idea would you like my client to take from this session?”

19. The Art of Asking Questions: Body Language  Restrict head nodding or facial expressions that can be misinterpreted  Neutral affirmations are acceptable (“OK,” “Uh huh”)  But avoid approval-giving words (“Right,” “Good,” “Excellent”)