GSBS6002

1. GSBS6002 Fundamentals of Qualitative Analysis On successful completion of this module, you will be able to discuss the role of qualitative methods in supporting managerial decisions, identify and explain the strengths and weaknesses of different qualitative methods, explain the context in which each qualitative method is most applicable and justify managerial decisions based on analysis of qualitative data.

2. GSBS6002: Module 2Week 7 The Role and Nature of Qualitative Analysis

3. At the conclusion of this week you should be able to: • Define qualitative data and distinguish it from quantitative data; • Describe the steps in collecting qualitative data; • List and describe various sources of qualitative data; • Explain the procedures for recording qualitative data; and • Explain the ethical issues surrounding the collection of qualitative data. Week 7: Learning Objectives

4. Quantitative Data • Structured • Large sample • Qualitative Data • Unstructured • Free-form • Smaller sample Quantitative and Qualitative Data

5. Qualitative Data “I find this job the most stressful I have ever had (including Charge sister of neonatal nursery and acting midwifery supervisor) – the emphasis on sales is counter to my understanding of customer service.” “I’ve worked in kitchens and they can be pretty stressful because there’s lots of things happening at once. The thing that’s most stressful about working in a call centre for me is that there is no release for the stress. In a kitchen you can run around and you can sing and you can do things to kind of take your mind off it. But when you’ve had a bad call that call sticks with you for the rest of the day. And the next. And there’s not a lot you can do to get rid of it here.”

6. Qualitative Data • Require a more flexible approach than those involved in quantitative data collection • A recursive rather than sequential approach is often followed

7. Collecting Qualitative Data • Five inter-related steps • Identify participants and sites • Who can best help us understand the phenomena? • Acquire permission • Specification of open-ended questions • What questions will we ask? • Creation of data collection instrument • How will responses be recorded? • Implement data collection procedure

8. Sources of Qualitative Data • Selection of data source will depend on the purpose of the data • Sources of qualitative data • Observation • Interviews • Documents • Audio-visual materials

9. Observation • Observing (first-hand) people and places relevant to the phenomena of interest • Advantages • Record information as it occurs • Record actual behaviour • Study individuals that may have difficulty in verbalising their ideas • Disadvantages • Difficult to establish rapport

10. Observation Process Select a site to be observed that can help you best understand the phenomena of interest Ease into site – look around, get a general sense of the site Identify who or what to observe, when to observe and how long to observe Determine your role as the observer Conduct multiple observations to best understand the site and the individual Design a means to record notes from observation – field notes Consider what information will be recorded during observation Record descriptive and reflective field notes Make yourself known, but remain unobtrusive After observing, slowly leave the site

11. Interviews • One or more individuals are asked open-ended and/or semi-structured questions • Open-ended questions: individuals can voice their experiences unconstrained • Open-ended responses: allow individuals to create options for responding • Telephone interviews • Internet interviews • Mail interviews • Face-to-face

12. Documents • Public and private records that contain information of interest • Newspapers • Minutes from meetings • Company documentation • Personal journals and letters etc • A source of textual data • Advantages • Typically thought has been given to their creation • Ready for analysis • Disadvantages • Difficult to locate and obtain • May be incomplete, inaccurate and/or inauthentic

13. Collecting Documents • Many procedures available for collecting documents • Useful guidelines • Identify the type of document/s that can provide the information required • Consider both public and private documents • Once located, seek permission to use the document • If individuals are asked to use a diary – specify instructions • Once permission is gained inspect documents for accuracy, completeness and usefulness • Record information from the documents

14. Audio-Visual Material • As technology improves audio-visual material is becoming a more popular source of qualitative data • Steps in collecting audio-visual data • Identify the type of audio-visual material that can provide the information required • Identify audio-visual material available and obtain permission to use it • Check accuracy and authenticity of data • Collect and organise the data

15. Sources of Qualitative Data: Review

16. Activity A manager of a department store is looking to improve customer satisfaction. To aid decision making, the manager is interested in the opinions of those who have visited the department store. • Working in a team of 2 – 3 members: • Evaluate the various sources of qualitative data and identify a source that could best enhance the managers understanding of the situation.

17. Recording Qualitative Data • Essential process when collecting data! • Involves recording information through: • Protocols; • Considering problems in the field; and • Considering ethical implications.

18. Protocols • Interview protocol • Instructions for the interview process • Questions to be addressed • Provision for notes taken during the interview • Observation protocol • Provision for field notes during an observation • Site observations • Descriptive and reflective • Forms designed and used to record information obtained

19. Field Issues and Qualitative Data • Access • How long will it take to recruit individuals? • Will it be difficult to recruit? • What issues may arise during data collection?

20. Field Issues and Qualitative Data • Documents • Anticipate time required to acquire documents • Maintain a critical eye • Audio-visual Material • Consider environment if audio/video recording • Observing • What is your observational role? • Participant? • Non-participant? • Record observations immediately • Interviews • Prepare equipment • Ensure all questions are addressed

21. Ethics and Qualitative Data • Investigators may be interested in understanding personal phenomena • May require a high level of trust • Ethical guidelines: • Inform individuals about the purpose of data collection • Refrain from deceptive practices • Share information with participants • Be respectful of research site • Reciprocity • Maintain confidentiality

22. Activity Susan, a manager of a local bakery, is looking to make a change to her managerial practices. Before implementing any changes, Susan is interested in understanding employees attitudes towards the work environment. Susan plans to conduct a series of interviews with current employees. • Working in a team of 2 – 3 members: • What field, and ethical issues should be considered when using interviews as a source of qualitative data in this situation?

23. Review Points • Some points to take away from Week 7! • While quantitative data is structured, qualitative data is unstructured and free form; • The collection of qualitative data typically involves five stages beginning with the identification of participants and sites; • Qualitative data can be obtained from a range of sources: interviews (individual or group), observations, documents and audio-visual materials • It is important to consider the development of data collection protocols, field-related issues and ethical issues.