Qualitative Research 1

1. Qualitative Research 1 Dr Shona Bettany

2. Lecture Objectives • To introduce qualitative research and understand the sort of questions that can be answered using qualitative methods • To examine a broad range of research approaches (methodologies) giving an overview of the different approaches that might be used (including, but not limited to: grounded theory, phenomenology, discourse research, ethnography)

3. Importance of lectures Qual 1 and 2 • Can you identify research questions that might be more appropriately answered using qualitative research? • Can you match your own research questions to a specific qualitative method? • Do you understand the scope of qualitative research and can you identify different qualitative methodological approaches?

4. Key Issues • Qualitative research and research questions • 4 Qualitative research approaches or methodologies

5. Description of qualitative research • Inductive/abductive • Iterative • Subjective • Closeness between researcher and researched • Thick description • Can deal with ambiguity, multiplicity, contradictions • Multi methods • Researcher as involved bricoleur

6. Key Issue 1:Qualitative research questions Why and how • Interpreting and understanding meanings and behaviour • Depth not (usually) breadth • Generates data that are “rich” and time-consuming to analyze • When the topic is • Sensitive • Complex • Non measurable • Concerned with interaction and process • Examples of methodologically relevant questions in next section

7. Methodology • Why have a specific methodology? • What is a methodology? • The sort of questions you wish to answer • Personal choice/preference • Methodology in qualitative research is VERY IMPORTANT

8. Key Issue 2:Qualitative research approaches • Grounded theory • Phenomenology • Discourse theory • Ethnography

9. Grounded theory • The phrase "grounded theory" refers to theory that is developed inductively from a corpus of data • An emergent research process • Begins with a research “situation” • Sampling is defined by the choice of the research situation, aiming for diversity of respondents and is also an emergent process • Literature is also seen as part of the data collection process • The aim is to develop an understanding of, and to theorise this research situation • Methods that fit: • Unstructured/semi structured interviews, focus groups, observation, group feedback

10. The grounded theory process Assumptive research question Sample defined by question Choose Method And data collection Underlying form of question is “What (theory or explanation) emerges from an analysis of (the data collected about this phenomenon)?” Who might you ask to take part? Any ideas? Assumptive question should be generated through literature, media reports, personal experience anecdotal evidence etc. E.G. What are the consumption processes involved in ‘re-imaging’ after a significant loss of body weight? Think about the who, what, where, when, how

11. The grounded theory process Data collection Coding Dependent on method recording, field notes video… Theory generation and contribution To literature Feedback loop until “saturation” Feedback/iterations important in grounded theory, adapting sample, methods, codes and so on until saturation point is reached

12. Phenomenology • “Lived experience” • Focuses on the meaning of human experience • The aim of the research is to collect accounts of the experience of something (a phenomenon) and to identify the structures across different experiences • Your phenomenological research would produce rich descriptive accounts of experiences and then produce a framework to explain “the experience of…” that can be generalised • Sampling is defined through the phenomenon under study • Methods: the phenomenological interview, focus groups, observation and discussion with participants • Can be useful for researching sensitive subjects e.g. workplace bullying, addictive consumption, and generating a generalised experiential framework by which to understand that phenomenon

13. The phenomenological process Question generation Underlying form of question is “What is the meaning, structure, and essence of the lived experience of (a phenomenon) by (an individual or by many individuals)?” This is the basic phenomenological question. E.G. What is the lived experience of consumers in debt? Questions generated from literature, media reports, personal experience, anecdotal evidence In phenomenology frameworks, theories and concepts about the phenomenon are collected From these sources and used to inform the data collection Method The phenomenological interview Participation/observation Focus groups (?)

14. The phenomenological process Coding and thematic sorting Theory generation Locating contribution to existing frameworks

15. Discourse theory • Constructivist questions • Discourse: a shared way of talking or writing about a topic or phenomenon that constructs our ideas about what it is/how it works • Discourses construct our views and possible discussions about a phenomenon, they construct that phenomenon in language • Can reveal conceptual underpinnings shared by a discourse community • Sampling is defined by the discourse community under study • Discourse analysis is like riding a bicycle, the more you do it the better you get but there is no definitive guide to how to do it, you just need to get on and have a go…(adapted from Potter and Wetherall 1998) • Reading between the lines, the story behind the story, the hidden rules and laws that shape the way phenomena are constructed in talk and text • Methods: anything (qualitative) goes

16. Discourse theory process Question generation Questions generated from literature, media reports, personal experience, anecdotal evidence Underlying form of question is “What activities constitute (this experience/ concept or phenomenon) by (these actors)?” or “What discursive resources are used to construct (these individuals, organization or group) as (individuals, an organization or a group)?” E.G. How are new university employees at Bradford University socialized into workplace rituals? What is being constructed?

17. Discourse theory process Methods Written word – literature for new staff, diaries, transcripts, minutes of meetings Spoken word – interviews, observation, focus groups With DA many different methods may have to be used to see commonalities in constructions across data Analysis Identifying relevant constructions across talk and text Theory generation Generating a model or framework explaining the phenomenon

18. Ethnography • Is not just participant observation!! • Ethnography is about understanding the everyday activities of people within local settings • The cultural characteristics of a group • Very good for identifying and theorising cultural behaviours not easily explained (hence observation is a good method to use) • Native habitats (16/17/18/19/20th C) a remote tribal village • Native habitats (21st C) a call centre, a restaurant kitchen, a large supermarket, a home, a hospital, an office… • Captures the complexity, richness, interactions, processes, behaviours and ambiguities of the chosen research setting • Sampling: defined by the target group • Methods: anything goes, but observation should be a significant part of the design

19. The ethnographic process Question generation Questions generated from literature, media reports, personal experience, anecdotal evidence Underlying form of question is “What are the defining cultural characteristics of (group x)?” E.G. What are the cultural characteristics of a highly innovative organization? Method

20. The ethnographic process Analysis Generation of codes and themes relating to processes as well as categories Theory generation Contribution to literature

21. Fit within overall topic • Methodologies are a crucial part of a qualitative research project - methods alone will not suffice!! • Overview of some relevant methodologies