1. Qualitative Techniques

2. Overview of Lecture Explore basic ideas of research methodology Explore basic ideas of research methodology Evaluating what makes qualitative research ‘good’ Evaluating what makes qualitative research ‘good’ Review and contrast qualitative research examples Review and contrast qualitative research examples Critique common data gathering techniques reviewing ethical considerations Critique common data gathering techniques reviewing ethical considerations Explore methods for data analysis Explore methods for data analysis Summarise Key Issues Summarise Key Issues

3. Research Methodology Positivist Positivist Experiments and Surveys Experiments and Surveys Quantitative Quantitative Objective Measurement Objective Measurement Independent of researcher Independent of researcher Data Collection Data Collection Questionnaires Questionnaires Secondary Sources Secondary Sources Analytical Tools Analytical Tools Statistical Techniques Statistical Techniques Anti Positivist Anti Positivist Case Studies Action research Interpretism Qualitative Qualitative Search for Meaning Subjective interpretation by researcher Data Collection Data Collection Interviews Focus Groups Secondary Sources Analytical Tools Analytical Tools Content Analysis

4. Characteristics of Good Research Positivist Positivist Validity Validity Does it tell you what you are concluding? Does it tell you what you are concluding? Reliability Reliability Can you replicate the results? Can you replicate the results? Generalisability Generalisability Can they be generalised to other people and places and times? Can they be generalised to other people and places and times? Anti Positivist Anti Positivist Validity Validity Does it have meaning richness and depth? Reliability Reliability Is it truthful? Has bias been recognised and managed? Generalisability Generalisability Can it give new or aid understanding of situations?

5. Contrasting Qualitative Research Methods What is the difference between Circus and Non- Circus Lives? What is the difference between Circus and Non- Circus Lives? Ron Beadle Ron Beadle What limits the effectiveness of ABM implementation in companies? What limits the effectiveness of ABM implementation in companies? Jane Gibbon, Karen Johnson, Jan Loughran Jane Gibbon, Karen Johnson, Jan Loughran Differences in environmental reporting practices in the UK and US Differences in environmental reporting practices in the UK and US Leigh Holland and Yee Boon Foo Leigh Holland and Yee Boon Foo

6. Common Data Gathering Techniques Textual Analysis of secondary sources Textual Analysis of secondary sources Interviews Interviews Semi structured and in-depth Semi structured and in-depth Focus Groups Focus Groups Observation Observation Participant observation Participant observation Structured Observation Structured Observation

7. Qualitative Analytical Techniques Based on Meanings expressed through words Based on Meanings expressed through words Collection results in non standardised data requiring classification into categories Collection results in non standardised data requiring classification into categories Analysis conducted using conceptualisation Analysis conducted using conceptualisation  Adapted from Saunders, Lewis and Thornhill 2003

8. Qualitative Data Analysis Understanding characteristics of language Understanding characteristics of language AND AND Discovering regularities Discovering regularities Structured Analytic strategies; Deductive (derived from theory) Structured Analytic strategies; Deductive (derived from theory) Comprehending the meaning of text or action Comprehending the meaning of text or action AND AND Reflection Reflection Researchers interpretation; Inductive Researchers interpretation; Inductive

9. Qualitative Data Analysis Disaggregating data into meaningful and related categories Disaggregating data into meaningful and related categories –Allows: –Comprehension and management –Integration of related data from different sources –Identification of key themes or patterns –Development or testing of hypothesis –Draw and verify conclusions

10. Qualitative Data Analysis Categorisation Categorisation Unitisation Unitisation Recognising Relationships Recognising Relationships Key Theme is interactive nature of process Key Theme is interactive nature of process

11. Qualitative Data Analysis – Key Strategies Using a theoretical or descriptive framework Using a theoretical or descriptive framework Use theory to formulate research questions and objectives Use theory to formulate research questions and objectives Use theory to devise a framework for analysis Use theory to devise a framework for analysis Does lead to bias and may close researchers mind Does lead to bias and may close researchers mind However does help to get started, link research to existing knowledge base However does help to get started, link research to existing knowledge base

12. Qualitative Data Analysis – Key Strategies for Deductive work Use theory to formulate research questions and objectives – use predicted explanations Use theory to formulate research questions and objectives – use predicted explanations Use theory to devise a framework for analysis Use theory to devise a framework for analysis Does lead to bias and may close researchers mind Does lead to bias and may close researchers mind However does help to get started, link research to existing knowledge base However does help to get started, link research to existing knowledge base

13. Key Issues for Success Reliability of Evidence Reliability of Evidence Has it been triangulated? Has it been triangulated? Has bias been recognised and eliminated? Has bias been recognised and eliminated? Does data have richness and depth? Does data have richness and depth? Validity of Evidence Validity of Evidence Have you asked the right subjects the right questions? Have you asked the right subjects the right questions? Generalisability Generalisability Does it have give meaning and understanding? Does it have give meaning and understanding?