Qualitative Data Collection

1. Qualitative Data Collection JN602 Week 08 Veal Chapter 7, CDS Chapter 6

2. Outline • Discuss the assumptions of qualitative research • Describe how qualitative researchers respond to the demands of accuracy and replicability • Explain the process of planning and conducting a research interview • Discuss the face-to-face, telephone and computer-assisted interview • Explain the process of planning and conducting a focus group • Describe non-participant and participant observational studies • Identify other special data sources • Describe the ethical issues involved in qualitative research

3. The nature of qualitative methods (Veal, 2005) • Use of qualitative rather than quantitative information: a large amount of ‘rich’ information about a small number of subjects • Assumes that reality is socially and subjectively constructed • Researcher’s task is to uncover meanings rather than test pre-established hypotheses: usually inductive rather than deductive • Assumes people are best able to describe their own situation, beliefs, motivations etc.

4. Assumptions of qualitative research (CDS) • Emphasis on understanding • Perspectival view • Discover patterns • Indwelling • Human-as-an-instrument • Hidden tacit knowledge

5. Accuracy and Replicability • Trustworthiness • Verification • Acknowledging subjectivity and bias • Process and sequence • Interpretation • Referential adequacy • Transparency

6. Some advantages of qualitative methods (Veal, 2005) • Understanding/explaining personal experiences of individuals • Focus on subjects' own understanding and interpretations • Researcher experiences issues from a participant's perspective • Reports presented in a narrative rather than a statistical form – more interesting/understandable for non-experts • Useful in examining personal changes over time • Focus on human-interest issues that are meaningful to managers

7. Management contexts for qualitative research • Corporate culture – exploring the way groups or networks of individuals operate in the working environment • Consumer decision-making – exploring how customers actually interact with suppliers and products and services • Work-life balance – examining how employees allocate time and resources across their different life roles

8. The qualitative research process

9. Qualitative sample designs • Representative of population • Non-probability methods • No systematic bias • Avoid ‘paralysis by analysis’

11. The range of qualitative methods (Veal, 2005) • In-depth interviews • Small number of subjects • Checklist rather than a formal questionnaire • Tape-recording + verbatim transcript • 30 minutes to several hours; repeat interviews possible. • Group interviews/focus groups • Conducted with a group • Interaction between subjects + interaction between interviewer and subject.

12. The range of qualitative methods - continued (Veal, 2005) • Participant observation • Researcher is actual participant along with subjects • Researcher known as researcher, or incognito. • Analysis of texts • Can include print, audio-visual, artefacts • Ethnography • Use a number of the above techniques - borrowed from anthropology • Biographical research • Individual full or partial life histories • In-depth interviews, documentary evidence + subjects' own written accounts.

13. In-depth interviews (Veal, 2005) • Nature • Lengthy, probing interview • Encourages subject to talk • Often tape-recorded + verbatim transcript • Often uses checklist rather than questionnaire – see Fig. 7.2

14. In-depth interviews: purpose • For research where: • Number of subjects is small - quantitative research not appropriate; • Information from subjects expected to vary considerably; or • Exploratory/preliminary stage in planning a larger study, possibly quantitative.

15. Interviewer responses • Whyte’s hierarchy of interviewer responses: • 'Uh-huh‘ • 'That's interesting‘ • Reflection - Repeating the last statement as a question • Probe - Inviting explanations of statements • Back tracking • New topic

16. Interviewing techniques • Pattern of an Interview • Listening • Questioning • Paraphrasing • Probing • Summarising • Non-verbal behaviour

17. Pattern of Interview(CDS Fig.6.2 p.139)

18. Ritual Pass time Reason Rules Preview Activity Questions Final comments Summary Exit Phases of the interview

19. The interview schedule • A means for structuring interviews • May include: • Open questions • Closed questions • “Laddering” and probing: further exploration for “richer” data

20. Checklist

21. Focus groups/group interviews (Veal, 2005) • Nature • Interviewer becomes a ‘facilitator’ of the discussion • Group members interact with each other as well as the facilitator • Used when: • an important group may be too small to be picked up in a sample survey • The interaction/discussion process among group members is of interest • Alternative to in-depth interview when multiple interviews not practicable

22. Focus groups - methods • Group size: 5-12 members • Discussion typically tape-recorded • Written summary prepared from the tape • Facilitator role similar to interviewer in in-depth interview • Facilitator: • leads discussion through the range of topics of interest • ensures that all members ‘have their say’ – avoid domination by one or more group members

23. Issues in designing focus groups • Logistics • Group Composition • Homogeneity • Representation • Strangers vs acquaintances • Size of group

24. Conducting the Focus Group • Use pattern of interview as guide • Specific considerations • Facilitator team • Recording • Use of visual aids • Thinking time • Group dynamics

25. Participant observation • Nature • Researcher participates in the social process being studied – eg. as employee • Observing people in their natural work setting or in lab setting • Purpose • To study situations where complex/detailed information required from a group: • Group dynamics • Inter-personal relationships/dealings

27. Roles of the Researcher • Complete participant The researcher becomes a memberof the subject group. • Complete observer The researcher does not take part in group activities. Researcher located in a hidden position. • Observer as participant The researcher observes but is stilluninvolved. Their status known to subject group. • Participant as observer Participate and observe. Full awareness of subject Group.

29. The overlap • Between the collection and analysis of data • Interviewer involvement in the collection process requires reflection and reflexivity

30. Reflexivity Reflexivity is used to identify areas of potential bias and to manage them so their influence on the research process and findings is minimal. Total objectivity is not possible. Each person’s values, attitudes and beliefs are the result of a combination of factors including historical context, socioeconomic status, culture, gender … Consider the different social standing, cultural background,and ethnicity, between researcher and subject/participant. Identify the power differences(political context) and how they can lead to exploitation andmisinterpretation of the subject’sreality. (Source: L. Gottschalk)

31. Casual Telephone Interviewers Required • Are you interested in being paid to discuss important issues with regional & rural residents? • The Centre for Regional Innovation and Competitiveness (CRIC) is a research centre based within the School of Business. We are currently seeking suitable persons to join our team of telephone survey interviewers How to apply: • Please call David Lynch (Research Associate, CRIC) on 03 5327 9487 or email your CV to: d.lynch@ballarat.edu.au

32. What is involved? • No selling involved • Friendly working environment • Casual work with a good hourly rate • Flexible roster – mornings, afternoons & evenings with some weekend shifts available (so you can work around your study commitments!) • Convenient on-campus location • Potential for long-term work interviewing regional and rural residents and businesses • No experience necessary as you will be provided with full training • Play an important role in the University’s research activities

33. What are we looking for? • You will need: • Great telephone manner and reading skills • Good computer keyboard and typing skills • A genuine interest in regional and rural issues • A good work ethic and attitude • To be reliable when committing to shifts • Work is on a project-by-project basis • Positions available immediately • Applications accepted on an ongoing basis