adv 344k part 2 final

advantages and disadvantages of structured data

require more investment before observation, but data collection and analysis is more efficient

deductive

research we define our concepts very early in the research process, measure presence or absense

who is the primary instrument of qual research

researcher

quasi experiments

retain several components of experimental design but differ in absence of control group, lack of random selection or assignment, or use of pre- or post-test only.

What's most powerful (albeit impractical) design?

soloman four group design

quantitative tools

surveys and experiments

assumption of photovoice

that positive social change needs to originate with the people.

A X2 Test

allows us to see if there are significant differences in the frequency distributions of data across groups

post test only with control

also utilizes 2 groups of respondents and 2 measures, but differs from the above design in the way that it measures treatment effects (this design estimates treatment effects by exclusively comparing post-test measures, one measure obtained from the treatment group and one obtained from the control group)

what are the texts of qualitative analysis

transcripts of interviews videos Field notes from observation Pictures or images Printed articles or stories Blogs, emails, Webpages Etc.

passive observer

typically watches without interfering or interacting with those being observed

laundry ethnography

use of shout suggest possible line extension for the brand

In qualitative analysis

we are working with "texts" and constructing the meaning more subjectively.

quantitative analysis

we use numerical representations of the responses we gather so that we might locate "averages" and statistical relationships.

notes in qualitative methods

will suggest new concepts, causal connections, and theoretical propositions and include descriptions of methodology and researcher's thoughts and feelings

Different Types of Questions Used in Social research

• Closed-ended (fixed choice) question: a survey question that is answered using provided responses • Open-ended question: a survey question that is answered in the respondent's own words

semenatic differentials

▪ Begins with a stem: EX/ "green household cleaning products are..." ▪ Offers bipolar adjectives (opposites) and respondent indicates location of their attitude in relation to those adjectives

likert scale

▪ Has a statement that respondent indicates level of agreement to those statements ▪ Usually comes in 7 point or 5 point scales

careful note taking yields

bigger payoff

jottings

brief notes

primary focus of concern w data collection

confidentiality

Stimulated Pretest-Post-Test

controls for pre-measurement and interaction threats to internal validity, particularly in experiments dealing with consumer attitudes and knowledge, by using one group of randomly assigned respondents for the pretest measurement and a second group of randomly assigned respondents for the treatment and post-test measurements

Institutional Review Board

current federal regulations allow survey research to be exempted from formal review unless respondents can be identified and disclosure of their responses could place them at risk. However, UT requires us to have these reviewed by IRB to ensure they do not need formal review

The hallmarks of quantitative social science research are:

1. The quantification of social phenomena and 2) The use of statistics to assess the probability that a given phenomena exists as we describe it.

True experiments

1. Two comparison groups - in a simple experiment that is an experimental group (receives the "treatment" or "manipulation" and a control group (does not) 2. Variation in the independent before observing change in dep variable 3. random assignment to the two groups

simpsons example

Children in the treatment group watch an episode of The Simpsons® recorded from a television broadcast embedded with three :30 advertisements promoting physical activity. Children in the control group watch the same episode embedded with child-appropriate advertisements, but without physical activity advertisements.

Advantages/Disadvantages of active observation

Closer to the data Opportunity to interact Can direct activities to focus on areas of interest Potential to introduce bias

mintel

Consumer and market research data, aggregated Expensive (but free to you while at UT if accessed through UT) $3995.01 for each study focus on reports

two main forms of automated observation

Direct monitoring of behaviors Monitoring the products of behavior

three goals of photovoice

Enable people to record and reflect strengths and weaknesses in their environment or community. Promote sharing, critical dialogue within the community represented. Produce visual images that will resonate with stakeholders outside the project.

what is photovoice good for

Enabling marganlized people to overcome verbal or written communication barriers.

Analyzing qualitative data

Focus on "texts" Data drives identification of variables of interest. You are the "machine" that drives analysis To fulfill exploratory goals, analysis must be reflexive and iterative:

three characteristics of qual (3)

Focused on exploration, not measurement. Focused on process of gathering data, which is interactive and dynamic. Focused on subjective meaning.

complete observation

Go in and watch people, take notes, dig into the data and try to construct meaningful themes, pure observation

toothbrush ethnography

He cites his company's challenge to design a new children's toothbrush. Rather than relying on industry assumptions, his team did hands-on field research and discovered new ideas on how children actually go about brushing their teeth. Subsequently, IDEO's new take on an old product became a bestseller for their client, and caused an industry-wide re-design by other toothbrush manufacturers hold it in their fist, doesnt have motor controls that his parents have big fat toothbrushes, squishy

automated observation

Human behaviors are observed, but data is collected by machine rather than people

product involvement example

I chose "product involvement" as a concept and selected the Personal Involvement Inventory as the index I wanted to use. Remember, behind every index is a concept. An index captures a complex concept and translates it into a measurable variable. An index features many indicators that combine to make the variable that relates back to the concept

conclusoin of kaiser permanente photovoice

If you as a hospital can build better relationships in the community in which you work - you are going to have less unhealthy people seeking medical care that they cant pay for

Kaiser Permanente

In terms of the bottom line: Unhealthy communities - especially uninsured ones - are expensive to serve

indices

Indexes (indices) already have been developed to measure many concepts.

Qualitative methods of inquiry

Interviews, focus groups

Intensive (in-depth) interviewing (cont)

Involves open-ended, unstructured questioning

interpreting inferential stats

Look for significance (p-value) first. If not significant, then no meaningful differences. If significant, then study table to see where differences are.

natural observation

Natural observation takes places naturally as behaviors unfold at their own pace in their own environment

Advantages/Disadvantages of passive observation

Provides "cleanest" data Must take events as they come Can be time-consuming

Syndicated Approaches to Segmentation

Psychographics Product usage Geodemographic http://www.strategicbusinessinsights.com

qualitative research

Qualitative researchers typically begin with an explatoray research question, focus on how people live their lives

hallmarks of quantitative social science research are

The quantification of social phenomena and 2) The use of statistics to assess the probability that a given phenomena exists as we describe it.

Hypothesis

a prediction regarding testable relationships among two or more concepts (usually informed by theory

Field notes

detailed, complete, true to what was observed & and heard Note direct quotes, paraphrased quotes, researcher's observations and reflections

_ observation typically provides better, more realisitic data

disguised

tools ethnography

emotional appeal, linkage of tools has an emotional appeal, build their marketign message

which has worth ethical problems

experiments and observation

photovoice

exploratory/qualitative research that uses pictures to tell a story

generalizability

external validity, goal of experiments, the degree to which the conclusions in your study would hold for other persons in other places and at other times.

all photovoice projects have a _

facilitator

qualitative research typically involves

fieldwork

qualitative observatoin

focus groups and interviews, ethnography, inductive

xerox ethnography

how hard copying was

perception maps

identifies the dimensions consumers use to evaluate brands and their perception of brands on these dimensions

what process is qual research

inductive

great challenge of explanatory social science research

is that it is difficult to isolate a single (or small number of) powerful predictor(s) of any social phenomena

shopping while black

lack of methodology

Qualitative approaches distinguished by (2)

level of involvement for the researcher whether the research is conducted in the field

what distinguishes collecting data in qualitative

level of involvement for the researcher and whether the research is conducted in the field (versus an artificial setting)

The Pretest To Post-Test With Control:

makes certain that there is equivalency between the treatment and control groups before the start of the research

the surrounding context

map of the setting where individuals were at different times

quantitative data

measuremable, generalizable

is observation generalizable

no, purpose is exploratory

quantitative example

observational checklist

advantages and disadvantages of unstructured data

observations provide greater opportunities for in-field discoveries, but coding required for data analysis is time consuming

active observer

observer typically takes part in activities being observed

Qualitative methods of inquiry

personal interviews and focus groups, ethnography

Two Groups-Two Measure Designs

popular because of their ability to control most threats to internal validity while minimizing the number of required groups of respondents and measurements

all true experiments have a _

post test

open observation

presence is known

disgusied observation

presence is not known

An experiment can never _ a hypothesis, it can only add support

prove

inductive

qualitative, builds concepts and theories from the data

structured data

recording identifies types of data required in advance

unstructured data

records observed behaviors in verbal form, typically as a narrative

data collection is _

reflexive

confounding variable

An unforeseen, and unaccounted-for variable that jeopardizes reliability and validity of an experiment's outcome

spurious relationship

An unforeseen, and unaccounted-for variable that jeopardizes reliability and validity of an experiment's outcome. Ex: putting a bad seed in soil and thinking the outcome is bc of the soil and not the seed. Need to do multiple trials and look for patterns.

geodemographic

Analysis and grouping of people based on where they live Core premise is that similar people live in same area

human observation research can be

Can be qualitative or quantitative

artificial observation

Artificial observation records behaviors or events in context of fabricated situation ex:mystery shopper

where to find indices

PEW

Basic guidelines for analyzing qualitative data

Remember your driving research question Don't rigidly pursue your initial expectations 3. Try to account for as much of the data as you can in your results. 4. Be very explicit when you report and interpret your findings. Don't assume client will see the same things you see. Explain. Help others see what you see.

Natural observation appropriate when target behaviors are (3)

Repetitive Frequent Occur in reasonably short time frame

complete participation

Researcher enters field. Takes on the role of "participant." Think mystery shoppers

complete observation

Researcher enters the field. They try to see things as they happen, without actively participating or becoming involved. Need to be cognizant of how presence as an observer alters the situation being observed

when is qualitative observation most appropriate (4)

Seeing actual behaviors helps gain insight into those behaviors Attitudes are hard to verbalize Self-reported survey measures not likely to accurately predict behaviors (social undesireability of some honest answers) Actual behavior is part of the research question

Mixed participation/observation

Some field researchers adopt a role that involves some active participation in the setting

advantages of artificial observation (2)

Speeds up data gathering Research can control extraneous variables

process of photovoice

Starts with conceptualizing a problem Facilitating training Taking pictures Analyzing pictures Creating the story Reaching the audience policy makers, donors, media, researchers, and others who may be mobilized

secondary research

This is data that already exists and which was originally gathered for a research need other than your current one.

Primary Research

This is data you collect (or someone you hire collects just for you) and it is specifically for the identified problem.

operationalization

This is where we specify how to capture the presence, absence and amount of the concepts we are exploring.

crosstab steps

To test for significant difference between those groups - look at chi-square (X2) statistic and p-value of less than .05

Aspects of Human Observation Research

Type of situation you are researching Knowledge of observer presence Level of observer participation Form of data recording

analyzing photos

Unlike other forms of qualitative research, the participants actively analyze the data.

how is photovoice unlike other forms of qualitative research

Unlike other forms of qualitative research, the participants actively analyze the data.

question you ask in operationalization

What is the concept, how will it surface and vary within the sample (the variables), and how we will measure it with indicators?

called progressive focusing

When it appears that additional concepts need to be investigated, or new relationships explored, the analyst adjusts her data collection, adding new probes, etc

index

When several questions are used to measure one concept, the responses can be summed or averaged. This is called an index

why choose intensive interviewing

You really want to focus on what people are thinking and feeling - in their own words.