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.