CH 5 Qualitative VS Quantitative Research

Research Team (in increasing reliability and validity in qualitative data)

-assumes that each team member will keep each other honest and ON TARGET.

*Audit Trail (in increasing reliability and validity in qualitative data)

(most important!!!) -permanent record of ORIGINAL DATA (researcher comments, analysis methods, etc.) used for further analysis -allows others to... 1. view original researcher's work and thought process 2. access accuracy of study's conclusions ex: written transcripts; voice recordings

+ Advantages of case studies

-A LOT of information (good for future research) -wide spectrum of evidence -can suggest WHY something occurred

Triangulation (in increasing reliability and validity in qualitative data)

-combining both qualitative AND quantitative data -you get a complete, well-rounded view of the problem.

Field Studies and when to use them

-conducted in a lab or natural environment -use when collecting data for GENERAL hypotheses and theories -type used depends on research problem, degree of cooperation from subjects/group, and ethical considerations. -4 types 1. overt observation 2. overt participation 3. covert observation 4. covert participation

Quantitative Research characteristics

-data in form of NUMBERS -BREADTH of information -CAN be measured (analyzed/interpreted with statistical manipulation; relationships between variables) -OBJECTIVE research (researcher SEPARATE from data collection) -research design CAN'T change

Qualitative Research characteristics

-data in form of WORDS (not #'s) -IN DEPTH information -CAN'T be measured (no quantitative analysis; DOESN'T depend on variables) -SUBJECTIVE research (researcher part of data collection) -research design CAN change -data analyzed by GENERAL PERCEPTIONS

- Disadvantages of focus groups

-obnoxious participants that dominate group (skewing opinions) -attendance barriers (regarding travel, childcare, etc) -NOT quantitative -depends on skill of moderator.

- Disadvantages of field studies

-experimenter bias: (it's hard to stay objective if you're participating) can fix if you use more than 1 researcher -data lacks EXTERNAL VALIDITY -reactivity: subjects' behaviors may be influenced if they're observed.

+ Advantages of field studies

-helps get background information (to frame hypothesis; determine variables) -data collected DOESN'T depend on subject's willingness to contribute. (if you're observing...) -good when quantification is difficult -usually INEXPENSIVE -data is rich in detail (especially when observing in a natural setting)

+ Advantages of in depth, one-on-one interviews

-information has A LOT OF DETAIL -more accurate responses -good for sensitive topics

- Disadvantages of case studies

-lack of scientific rigor -can't be generalized -TIME CONSUMING: there's a lot of data to be summarized

- Disadvantages of in depth, one-on-one interviews

-non random sample (no generalizing data) -sensitive to interview bias (since it's just two people)

+ Advantages of focus groups

-preliminary research about audience/topic (allows you to weed people out...) -usually INEXPENSIVE -conducted FAST -flexibility in question design and follow-up -responses are more accurate/less inhibited.

Member Checks (in increasing reliability and validity in qualitative data)

-research PARTICIPANTS view researcher's notes/conclusions and say whether THEIR WORDS were accurately described.

Field studies: overt observation

-researcher KNOWN and IDENTIFIED -observes (no participation)

Field studies: overt participation

-researcher KNOWN and IDENTIFIED -observes AND participates!

Field studies: covert observation

-researcher UNKNOWN and UNIDENTIFIED -observes (no participation) ex: trying to "fix" a computer while listening in on a team meeting.

Field studies: covert participation

-researcher UNKNOWN and UNIDENTIFIED -participates in process that's under investigation ex: Drew Barrymore in "Never Been Kissed" ex: mystery shopper

Case Studies and when to use them

-using as many DATA SOURCES as possible to investigate individual groups, organizations, events, etc. -use when researcher needs to explain/understand a phenomenon

when to use in depth, one-on-one interviews

-when population is hard to reach -population can't attend a focus group -when dealing with sensitive topics

Focus group methodology class EXample

1. Objective/goal: Determine BU students freshman experiences 2. Select sample Convenience sample of Bu students already gone through freshman year 3. # of focus groups 3 (for each class) 4. Produce material (Moderator transcript/ discussion guide) 5. Logistics Classroom in SED during class 6. Recruiting participants (Incentive as extra credit assignment) 7. Conduct focus groups 8. Analyze results (General perceptions)

types of qualitative research

1. field studies (observational research) 2. focus groups 3. in depth, one-on-one interviews 4. case studies

Focus Group Methodology (8 steps)

1. identify goals/objectives 2. select sample 3. determine # of focus groups 4. produce materials (screener/moderator guide) 5. arrange logistics 6. recruit participants 7. conduct focus groups! 8. analyze results.

Ways to increase reliability and validity in qualitative data

1. triangulation 2. audit trail 3. member checks 4. research team (recap) reliability: getting same answer upon re-measurment internal validity: measuring what you're intending to measure external validity: how well results give an accurate representation of ENTIRE population.

Focus group "screener"

asks questions based on what's important to your group composition. used to "screen" people out of the group / screener can be given to client

when to use focus groups

use to get attitudes/behaviors of a specific group of people