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1 Mgt 540 Research Methods Section 2 Qualitative Research
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2 How do you see the world? “I and the Village” Chagall, Marc, 1911
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3 Web sites for qualitative research http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://wilderdom.com/research/QualitativeV ersusQuantitativeResearch.html http://www.qualitative-research.net/ http://www.qualitative-research.net/ http://www.qualitative-research.net/ http://www.nova.edu/ssss/QR/qualres.html http://www.nova.edu/ssss/QR/qualres.html http://www.nova.edu/ssss/QR/qualres.html http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.socialresearchmethods.net/kb/q ual.php http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html http://www.qualitativeresearch.uga.edu/Qu alPage/methods.html
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4 The Research Wheel Induction Deduction Proposition Observations / Data HypothesesPatterns Global Hypothesis? Research Hypothesis Testing? Conclusions? Insight?
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5 Major Characteristics of Qualitative Research 1. Design Strategies Structure - Unstructured Structure - Unstructured 2. Data-Collection and Fieldwork 3. Analysis Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications
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6 Major Characteristics of Qualitative Research 1. Design Strategies Naturalistic inquiry Emergent design flexibility Purposeful sampling (information rich – not generalizability) Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications
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7 Major Characteristics of Qualitative Research 1. Design Strategies 2. Data-Collection and Fieldwork Qualitative data Personal experience & engagement Empathic neutrality and mindfulness Dynamic systems Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications
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8 Major Characteristics of Qualitative Research 1. Design Strategies 2. Data-Collection and Fieldwork 3. Analysis Unique case orientation Inductive analysis, creative synthesis Holistic perspective Context sensitivity Voice, perspective and reflexivity Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3 rd Ed., Sage Publications
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9 InterviewsObservation Diary methods Gain Insight DescribeDecodeTranslate Increase Understanding Qualitative Process Curiosity
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10 Principle qualitative Data- Gathering methods In-depth interviews In-depth interviews Structured or unstructured (non-directive) Critical Incident Technique (p. 150) Critical Incident Technique (p. 150) Form of focusing the respondents Useful for larger samples Seeking commonalities Focus Groups / Group Interviews Focus Groups / Group Interviews Steered conversations (Moderating skills) Exchange of ideas (social construction) Social conditions – group think Ethnographic Ethnographic Participant observation Concealed / semi-concealed? Action Research Action Research
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11 Additional Techniques (cont) Diary Diary Need for “expression” Need for some structure Encouragement to continue Confidentiality
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12 Qualitative research skills Sensitivity Sensitivity Understanding Understanding Different constructs and concepts Recognizing what is relevant Recognizing what is relevant Skepticism Skepticism “cannot be trusted to say…” Organization / documentation Organization / documentation Interpersonal skills Interpersonal skills Interviewing (trust building) Social interaction Passing the “gatekeeper”
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13 How you are perceived: Student Student Amateurish, unthreatening, unskilled Researcher Researcher Professional, issues of access Interview Interview Formal interrogation, controlled Discussion Discussion Less threatening, exchange Survey Survey High level aggregation, limited use It is important that the subject value the relevance of the research & respect the researcher! (ethics!) It is important that the subject value the relevance of the research & respect the researcher! (ethics!)
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14 Controlling for Interview bias If there is no “one” way… If there is no “one” way… Basic probe (do not lead!) Explanatory probe (What do you mean?) Focused probes (What sort…) Silent probe (pause, silence…) Drawing out (tell me more…) Prompting (have you thought about..) Mirroring or reflecting (paraphrasing)
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15 Analyzing Qualitative Data
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16 Qualitative Data Analysis Techniques Transcript Analysis (p. 173) Transcript Analysis (p. 173) Content Analysis (psuedo-Quant) Grounded Theory Computer aided analysis Computer aided analysis Network Diagram (p. 194-195) Network Diagram (p. 194-195) Repertory Grid Technique (p197-202) Repertory Grid Technique (p197-202) Decipher individual perceptions Elements Constructs Linking mechanisms Complex Different methods of organizing
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17 Additional Techniques (cont) Cognitive Mapping (p202-207) Cognitive Mapping (p202-207) Modeling complexity Precedents, antecedents Values, attributes (see value map p205) Laddering Up : Ask “why” Down: Explore understanding
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18 Analyzing Qualitative Data Content Analysis vs Grounded Conversation Analysis Conversation Analysis Stability of patterns Sequential organization (continuing) Grounded in empirical examination Discourse Analysis Discourse Analysis Context Critical = more depth Case Analysis Case Analysis
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19 Grounded Analysis (Process) Collection and analysis of data are simultaneous Collection and analysis of data are simultaneous Structure is derived from data Structure is derived from data “Fits” the data
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20 Stages of Analysis Approach #1 (Original – overview) 1. Comparing incidents applicable to each category 2. Integrating categories and their properties 3. Delimiting the theory 4. Writing the theory
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21 Stages of Analysis (p177-179) Approach #2 (text, more focused) 1. Familiarization 2. Reflection 3. Conceptualization 4. Cataloguing concepts 5. Re-coding 6. Linking 7. Re-evaluation
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22 Analysis Role of computer? Role of computer? Tool Still relies on the judgment of the researcher Uses quantitative methods to analyze qualitative data.
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