Professional Documents
Culture Documents
Chapter 8
Qualitative Research
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Learning Objectives
Understand . . . how qualitative methodologies differ from quantitative methodologies the controversy surrounding qualitative research the types of decisions that use qualitative methodologies the different qualitative research methodologies
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Most of what influences what we say and do occurs below the level of awareness. Thats why we need new techniques: to get at hidden knowledge to get at what people dont know they know. Jerry Zaltman
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Data Collection
Data Analysis
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Qualitative Research
Group Interviews Observation Focus Groups
Ethnography
IDIs
Case Studies
Action Research
Grounded Theory
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Qualitative Research
Content Analysis Artifacts Behavioral Observations
Trace Evidence
Other Techniques
Debriefings
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Data Sources
People Organizations Texts
Environments Artifacts/ media products
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Psychology
Sociology
Semiotics
Anthropology
Communication
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Theory Building
Theory Testing
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Pretasking Activities
Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures
Construct a story
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Researcher characteristics
Schedule
Factors
Types of participants
Topics Budget
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NonProbability Sampling
Purposive Sampling
Snowball Sampling
Convenience Sampling
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Qualitative Sampling
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Interviewer Responsibilities
Recommends topics and questions Controls interview Plans location and facilities Proposes criteria for drawing sample Writes screener Recruits participants Develops pretasking activities Prepares research tools Supervises transcription Helps analyze data Draws insights Writes report
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Interview Formats
Unstructured
Semi-structured Structured
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Distinctions
Interviewer creativity
Interviewer skill
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Individual
Group
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Group Interview
Orient the researcher to a field of inquiry and the language of the field Explore a range of attitudes, opinions, and behaviors Observe a process of consensus and disagreement Issues of public interest or common concern Issues where little is known or of a hypothetical nature Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues
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Sequential interviewing
Life histories
Types
Cultural interviews
Ethnography
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Projective Techniques
Laddering Association
Semantic Mapping
Sensory sorts
Sentence Completion
Cartoons
Component Sorts
Imagination Exercises
Thematic Apperception
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Group Interviews
Dyads Triads Mini-Groups Small Groups (Focus Group) Supergroups
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Online
Videoconference
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Case Study
Action Research
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Key Terms
Action research Case study CAPI Content analysis Creativity session Ethnography Focus groups Group interview IDI
Convergent interviewing Critical incident technique Cultural interviews Grounded theory Life histories Oral history Sequential interviewing
Interview
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Key Terms
Qualitative research Quantitative research Recruitment screener Triangulation