paper iii qualitative research methodology. qualitative research is designed to reveal a specific...
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Several unique aspects of qualitative research contribute to rich, insightful results: Interaction among respondents, as they build on each other’s comments and ideas. The dynamic nature of the interview or group discussion process, which engages respondents more actively than is possible in more structured survey. The opportunity to probe ("Help me understand why you feel that way") enabling the researcher to reach beyond initial responses and rationales. Why does qualitative research work?TRANSCRIPT
Paper IIIQualitative research
methodology
Qualitative research is designed
to reveal a specific target audience’s range of behavior
and the perceptions that drive
it with reference to specific topics
or issues. It uses in-depth studies of small
groups of people to guide and
support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive.
Wha
t is
Quali
tativ
e Re
sear
ch?
Several unique aspects of qualitative research
contribute to rich, insightful results:Interaction among respondents, as they
build on each other’s comments and ideas.
The dynamic nature of the interview or
group discussion process, which engages
respondents more actively than is possible
in more structured survey. The opportunity to probe ("Help me
understand why you feel that way") enabling
the researcher to reach beyond initial
responses and rationales.
Why
doe
s
quali
tativ
e re
sear
ch w
ork?
The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during
analysis.
Why
doe
s
quali
tativ
e res
earc
h wo
rk
Thus, it adds a human aspect to research that is not present in most quantitative data.
Why does qualitative research work?
Objective 1.1Distinguish between
qualitative and quantitative data.
Distinguish:
Objective 1.1Th
eorie
s and
Pra
ctice
•Make clear the differences between two or more concepts.
From what we just learned and from reflecting on your previous IA, what differences do we initially see with Qualitative and
Quantitative data?
Psychological data come in many
different forms, depending on the
phenomenon the researcher is interested
in. The methods used for this data are
usually experimentation and surveysIn Quantitative research, the data are in
the form of “numbers” that are easy to
summarize and submit to statistical
analysis. Quantitative data are usually meant for
generalization beyond the sample from
which the data are drawn- as the data is
usually representative of a larger
population.
Disti
ngui
shin
g be
twee
n
quali
tativ
e an
d qu
antit
ative
dat
a?
In essence, quantitative measurement must be objective and statistically valid.
Simply put, it’s about numbers, objective hard data.
Quantitative data usually derives from large representative samples.
Meas
urin
gQu
antit
ative
Dat
a
Descriptive Statistical Data
AnalysisUsed to construct simple descriptions about the characteristics of a set of quantitative data and to summarize
the information in the data. Inferential Data Analysis:
2 PURPOSES Estimates the characteristics of a
population from data gathered on a
sample. Tests for significant DIFFERENCES
between groups and significant
RELATIONSHIPS between variables.
Way
s of a
nalyz
ing
Quan
titat
ive D
ata
Be able to draw inference outside of the sample is highly important with qualitative data.The goal of qualitative data is
usually strong generalizability to other situations.
Drawing inference
Attempting to explain behavior. Be able to draw inference
outside of the sample is highly
important with quantitative data. The goal of quantitative data is
usually strong generalizability to other situations. To quantify
data and generalize results from a sample to larger or other
populations. Sampling of quantitative data are usually random.
Aim/Purpose of Quantitative Data
Structured techniques such as online questionnaires, surveys, likert-scaled interviews. Usually large quantity and
less time consuming.
Data Collection
Qualitative research data are gathered
through direct interaction with participants-for example, through one to
one or group interviews, or by observations in the field.The data consists of text-for example,
from transcripts or field notes. Textual
data are open ended and flexible-it is
know as rich data (it is usually open for
interpretation).Because the data are rich, they are not
as easy to analyze, and there is not
single way to approach analysis.
Char
acte
ristic
s of
Quali
tativ
e Dat
a
Qualitative research data are gathered
through direct interaction with participants-for example, through one to
one or group interviews, or by observations in the field.The data consists of text-for example,
from transcripts or field notes. Textual
data are open ended and flexible-it is
know as rich data (it is usually open for
interpretation).Because the data are rich, they are not
as easy to analyze, and there is not
single way to approach analysis.
Char
acte
ristic
s of
Quali
tativ
e Dat
a
Different sampling techniques are used to gather qualitative data. Purposive sampling, Snowball sampling, Convenience sampling.
Small samples are usually ideal and specific groups are targeted.
Generalizability is usually not the aim of qualitative data. It not usually intended to draw further inference than from its intended sample.
Char
acte
ristic
s
of qu
alita
tive d
ata
Inductive Content AnalysisUsed to construct key themes
and general concepts of qualitative research transcripts. This is usually done to generate theory and summarize the raw data. W
ays o
f ana
lyzin
g Qu
alita
tive
Data
Attempting to describe behavior.• To gain an understanding of
underlying reasons and motivations• To provide insights into the
setting of a problem, generating ideas and/or hypotheses for later quantitative research• To uncover prevalent trends
in thought and opinion
Aim/Purpose of Qualitative Data
Semi-Structured or Unstructured techniques such as observations, interviews, and observations. Usually very small and
specific group. Hard to collect, more time consuming.
Data Collection
Questions about 1.1?
Take the next 5 minutes to outline the general ideas from this objective in your notebook (from the notes that you have). Have a great lunch!
Reflection