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Mgt 540 Research Methods Section 2 Qualitative Research

Mgt 540 Research Methods Section 2 Qualitative Research. How do you see the world?. “I and the Village” Chagall, Marc, 1911. Web sites for qualitative research. http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html http://www.qualitative-research.net/

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Mgt 540 Research Methods Section 2 Qualitative Research

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  1. Mgt 540 Research Methods Section 2 Qualitative Research

  2. How do you see the world? “I and the Village” Chagall, Marc, 1911

  3. Web sites for qualitative research • http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html • http://www.qualitative-research.net/ • http://www.nova.edu/ssss/QR/qualres.html • http://www.socialresearchmethods.net/kb/qual.php • http://www.qualitativeresearch.uga.edu/QualPage/methods.html

  4. The Research Wheel Deduction Proposition Global Hypothesis? Research Hypothesis Testing? Conclusions? Insight? Patterns Hypotheses Observations/ Data Induction

  5. Major Characteristics of Qualitative Research • Design Strategies • Structure - Unstructured • Data-Collection and Fieldwork • Analysis Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

  6. Major Characteristics of Qualitative Research • Design Strategies • Naturalistic inquiry • Emergent design flexibility • Purposeful sampling • (information rich – not generalizability) Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

  7. Major Characteristics of Qualitative Research • Design Strategies • Data-Collection and Fieldwork • Qualitative data • Personal experience & engagement • Empathic neutrality and mindfulness • Dynamic systems Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

  8. Major Characteristics of Qualitative Research • Design Strategies • Data-Collection and Fieldwork • Analysis • Unique case orientation • Inductive analysis, creative synthesis • Holistic perspective • Context sensitivity • Voice, perspective and reflexivity Adopt. Fr: M.Q. Patton, 2002, Qualitative Research & Evaluation Methods, 3rd Ed., Sage Publications

  9. Qualitative Process Interviews Observation Diary methods Curiosity Gain Insight Describe Decode Translate Increase Understanding

  10. Principle qualitative Data-Gathering methods • In-depth interviews • Structured or unstructured (non-directive) • Critical Incident Technique (p. 150) • Form of focusing the respondents • Useful for larger samples • Seeking commonalities • Focus Groups / Group Interviews • Steered conversations (Moderating skills) • Exchange of ideas (social construction) • Social conditions – group think • Ethnographic • Participant observation • Concealed / semi-concealed? • Action Research

  11. Additional Techniques (cont) Diary Need for “expression” Need for some structure Encouragement to continue Confidentiality

  12. Qualitative research skills • Sensitivity • Understanding • Different constructs and concepts • Recognizing what is relevant • Skepticism • “cannot be trusted to say…” • Organization / documentation • Interpersonal skills • Interviewing (trust building) • Social interaction • Passing the “gatekeeper”

  13. How you are perceived: • Student • Amateurish, unthreatening, unskilled • Researcher • Professional, issues of access • Interview • Formal interrogation, controlled • Discussion • Less threatening, exchange • Survey • High level aggregation, limited use • It is important that the subject value the relevance of the research & respect the researcher! (ethics!)

  14. Controlling for Interview bias • If there is no “one” way… • Basic probe (do not lead!) • Explanatory probe (What do you mean?) • Focused probes (What sort…) • Silent probe (pause, silence…) • Drawing out (tell me more…) • Prompting (have you thought about..) • Mirroring or reflecting (paraphrasing)

  15. Analyzing Qualitative Data

  16. Qualitative Data Analysis Techniques • Transcript Analysis (p. 173) • Content Analysis (psuedo-Quant) • Grounded Theory • Computer aided analysis • Network Diagram (p. 194-195) • Repertory Grid Technique (p197-202) • Decipher individual perceptions • Elements • Constructs • Linking mechanisms • Complex • Different methods of organizing

  17. Additional Techniques (cont) Cognitive Mapping (p202-207) Modeling complexity Precedents, antecedents Values, attributes (see value map p205) Laddering Up : Ask “why” Down: Explore understanding

  18. Analyzing Qualitative Data Content Analysis vs Grounded • Conversation Analysis • Stability of patterns • Sequential organization (continuing) • Grounded in empirical examination • Discourse Analysis • Context • Critical = more depth • Case Analysis

  19. Grounded Analysis (Process) • Collection and analysis of data are simultaneous • Structure is derived from data • “Fits” the data

  20. Stages of Analysis Approach #1 (Original – overview) • Comparing incidents applicable to each category • Integrating categories and their properties • Delimiting the theory • Writing the theory

  21. Stages of Analysis (p177-179)Approach #2 (text, more focused) • Familiarization • Reflection • Conceptualization • Cataloguing concepts • Re-coding • Linking • Re-evaluation

  22. Analysis • Role of computer? • Tool • Still relies on the judgment of the researcher • Uses quantitative methods to analyze qualitative data.

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