Qualitative Research Methods

1. Qualitative Research Methods

2. Types of Qualitative Research Methods Observations Interviews Case Studies

3. General Characteristics(Coolican, 2004) • Provide a rich range of information • Subjective • Reflect the natural environment of behavior • Loosely structured (or unstructured) • High ecological validity

4. General Characteristics (cont)(Coolican, 2004) • High in reflexivity • Close contact between researchers and participants helps for understanding meaning and context • They are an emic approach to understanding behavior by investigating the unique perspective of people

5. General Characteristics (cont)(Coolican, 2004) • Research strategies are flexible and are conducted in the real world • Data analysis focuses on themes that emerge from the data

6. General Characteristics (cont)(Coolican, 2004) • Uses Purposive Samples • Selects participants with specific characteristics for a particular purpose • Allows for some generalization to a larger group • Snowball samples • Theoretical samples

7. OBSERVATIONS

8. Characteristics of Observations • Observers view people in natural settings • Observers collect data that goes beyond objective facts and write detailed observations called thick descriptions • Data are analyzed with inductive content analysis

9. Types of Observations • Overt observations are when the researcher tells the group s/he is conducting research (ie, they know they are being observed); increases participant expectancy which may alter the participants’ natural behavior (Hawthorne Effect) • Covert observations are when the researcher pretends to be an ordinary member of the group and observes in secret. Though participant expectancy is less of a problem, ethical dilemmas occur with deception

10. Strengths of Observational Research • High in ecological validity (as long as researcher’s presence has not affected results) • Details accounts of behavior in natural settings • Covert observations reduce participant expectancy

11. Weaknesses of Observational Research • Covert observations pose ethical problems (deception) • Overt studies may increase participant expectancy

12. INTERVIEWS

13. Characteristics of Interviews • Purpose is to get someone’s point of view by asking questions • Often is the only way to get insights into the nature of subjective experiences and interpretations • Used to understand the meanings participants attach to certain events (ie grades) • Useful when topic is too sensitive for people to discuss in a group setting

14. Types of Interviews • Structured * Semi-structured • Unstructured

15. Semi-Structured Interviews • Researchers have a specific topic but questions are not asked in the same way to all participants • Meant to be flexible and interactive with follow-up questions • Can be done one-to-one or in focus groups • Some use narratives (where participants tell their story) and/or vignettes (hypothetical examples)

16. Focus Groups How Do Focus Groups Work? https://www.youtube.com/watch?v=3TwgVQIZPsw A Samsung Chromebook Focus Group https://www.youtube.com/watch?v=qC_4uF2bHJA

17. Inductive Content Analysis(Thematic Analysis) • Interviews are transcribed using verbatim transcription or postmodern transcription • Transcripts are organized into categories according to emerging themes • Summary tables of themes is prepared • Conclusions are formulated

18. Strengths of Interviews • Good way to get someone’s point of view • Provides a rich account of someone’s experience • Detailed responses more likely • Using vignettes allow people to “tell their story”

19. Weaknesses of Interviews • Reliability (producing similar results) can be poor since different studies might use different questions • Focus group interviews may produce extreme responses • Narrative vignettes make coding a challenge • Researcher bias and demand characteristics can pollute data

20. CASE STUDIES

21. Characteristics of Case Studies • Idiographic- concentrating on unique traits of individuals or groups • Uses multiple sources of evidence for gathering case study data • Letters, emails, diaries • Archival records • Interviews • Observations

22. Types of Case Studies Intrinsic • Unusual or interesting (ie, feral children) • Not easily generalized to a larger population Extrinsic/Instrumental • Examine how individual or group experiences fit with larger theory (ie cognitive therapy) • More easily generalized

23. Strengths of Case Studies • Best choice for giving detailed descriptions of an event, organization or progress of a patient in therapy • Sensitive to context • Use multiple sources of data • Helps researchers develop new theories • May be only way to study a unique behavior (ie, brain damage)

24. Weaknesses of Case Studies • Ethical problems (confidentiality and anonymity) often plague case studies • Poor population validity since data comes from specific people or groups • Researcher bias can be a problem if s/he does not objectively select data sources • Time consuming