Qualitative Research: Data Collection Methods

Observations Indirect Observation Observing the ____ or ____ of the behavior rather then the ____ itself

Effects or results; behavior

Projective techniques can be used in conjunction with ___ ___ or ___ ___ ____

Focus groups, in-depth interviews

Projective Techniques Disadvantage (1)

High degree of interpretation bias

Projective Techniques Advantage (1)

Highly used for obtaining subconscious and sensitive information

Observation The process of observing actual ___ ___ or events and ____ them as they occur

Human behavior; recording

Projective Techniques "Participants are asked about what "___ ____" would feel, think, or do and ____ themselves it

Other people; project

Projective Techniques Sentence Completion A variation of sentence completion is ___ completion

Paragraph

Focus Groups Intent: Find out how they feel about a ____, ____, ____, or ____ and how it fits into their lives and their ___ involvement with it

Product, concept, idea, or organization; emotional

Interviews Why Choose Interviews: (3)

Through your ontological and epistemological views: -People's knowledge, views, understandings are meaningful -Talking to people is a meaningful way of generating data -You want to know about social processes, changes, organizations or meanings

Projective Techniques The ____ projection of our hidden "___" while performing required tasks

Unconscious; motives

Interviews Example of open question

What type of fashion do you like?

Interviews In-depth interviews Advantages (2)

-Allows detailed exploration of the research problem -Gains insights into specific population

Interviews Types of questions (3)

-Closed -Open -Rating

Observation Observation disadvantages (2)

-Does not provide an understanding of reasons for behavior -Costly

Observation Collection advantages (2)

-Economical method -Helps define background of research

Interviews In-depth interviews Main features: (3)

-Interactions exchange -Informal style -Thematic, topic-centered, biographical or narrative approach

Common Qualitative Methods: (3)

-Interviews -Focus groups -Case studies

Observation Observation advantages (2)

-Provides understanding of behavior -Data generalization

Interviews Aspects of Interviewers Bias: (4)

-Researcher's appearance -Nature of opening comments -Approach to questioning -Body language and behavior

Observation 2 Techniques

-Secondary Data Collection -Observation

Interviews Kinds of interview structures: (3)

-Structured -Semi-structured -Unstructured

Focus Groups Uses (3)

1. Collect qualitative data 2. Used with sensitive topics 3. Can be used alone or with other methods

Focus Groups Basics (5)

1. Define objectives of study 2. Develop questions for discussions 3. Recruit participants 4. Conduct session with moderator 5. Analyze and report results to decision makers

Focus Groups Disadvantages (9)

1. Difficult to probe individual responses 2. Quality linked to facilitator skill 3. Different analysis than surveys or even individual interviews 4. Focus group attendance is voluntary --> lack of participants? 5. Duration of each focus group needs to be brief 6. Group dynamics contaminate results 7. Groupthink --> bandwagon 8. Trustworthiness of interpretation 9. Generalization limited reliability

Projective Techniques Word association Responses are analyzed by calculating (3)

1. Frequency of same response 2. Amount of time before responses are given 3. Number of respondents who did not respond

Focus Groups Moderator must remember:(7)

1. Kindness with firmness 2. Permissiveness 3. Involvement 4. Incomplete understanding 5. Encouragement 6. Flexibility 7. Sensitivity

Focus Groups Advantages to focus groups: (7)

1. Offers good understanding of the research problem 2. Highly flexible 3. Large amounts of information in short amounts of time 4. Better understanding of group dynamics 5. Gain insights and capture individual's attitudes, perceptions, opinions, beliefs, and experiences 6. Stimulate new ideas, thoughts, and feelings about a topic 7. Uncover how social influences affect participants' responses to

Interviews 3 Phases

1. Pre-Interview 2. Interview 3. Post-Interview

Good Qualitative Research (5)

1. Researcher employs good data collection procedures 2. Researcher frames study with qualitative approach 3. Researcher captures study by writing persuasively 4. Study reflects history, culture, and experiences of researcher 5. Research is ethical

Interviews In-depth interviews Disadvantages (1)

Depends on skill of interviewer

Observations 4 kinds

Direct Indirect Disguised Undisguised

Interviews In-depth interviews A ____and ____ interview during which a single participant is probed by an experienced interviewer to uncover underlying ____, ____, ____, and ____ on a topic

Direct and personal; motivations, beliefs, attitudes, and feelings

Interviews Example of closed question

Do you like fashion?

Projective Techniques Sentence Completion: Respondents are given ____ ____ and asked to complete them with first ___ or ____ that comes to mind

Incomplete sentences, word or phrase

Observation Collection disadvantage (1)

Limited use since circumstances may by different in the current situation

Observation In cross-cultural market research, observation may be the only ___ to obtain ____

Method; data

Observations Undisguised Observation It is wise to ____ the presence of the ____ to the ____ extent possible

Minimize, observer; maximum

Observations Direct Observation Observing behavior as it ____

Occurs

Interviews Example of rating question

On a scale of 1-10 how much do you like fashion?

Observations Undisguised Observation When the ____ is unaware of the ____ to decrease ____

Respondent; observation; influencer

Observations Disguised Observation A method where the ____ is unaware that they're being ____

Respondent; observed

Focus Groups Goal: To learn and understand what people ____ and ____

Say and why

Focus Groups Morgan (1997) suggests that focus groups can be used as the ___ ___ ___ on a project

Sole research strategy

Projective Techniques Definition Based of the psychological notion that we put ____ of ____ in everything we do

Something of ourselves

Focus Groups Emphasis: Getting people to ____ at length in detail about the ____

Talk; subject

Observation is used when at least 1 of these criteria is met (4)

The phenomenon... 1. Is easily observable 2. Is a social process or a mass activity 3. Occurs at a subconscious level 4. The individuals are either unable or unwilling to communicate directly with the researcher

Projective Techniques Word association Respondents are presented with a list of ____ and asked to ___ with what word comes to mind

Words; respond