the abcs of qualitative research
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The ABCs of Qualitative Research. Tuesday, March 4, 2014 The presentation will begin at Noon. For in-person participants: Please sign in and help yourself to refreshments For webinar participants: You should hear music playing in the background. - PowerPoint PPT PresentationTRANSCRIPT
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TUESDAY, MARCH 4 , 2014THE PRESENTATION WILL BEGIN AT NOON
The ABCs of Qualitative Research
For in-person participants:Please sign in and help yourself to refreshments
For webinar participants:You should hear music playing in the background. If not, please go to Meeting>Audio Setup Wizard and follow the stepsIf you have questions, please enter them in the CHAT area.
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NICOLE L. STURGESASSISTANT DIRECTOR
CENTER FOR SURVEY RESEARCH
THE ABCs OF QUALITATIVE RESEARCH
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SESSIONAGENDA
Qualitative research definedQualitative vs. QuantitativeMethods for collecting
qualitative dataIn-depth interviewing/focus
group discussionsKey study design
considerationsQualitative analysis optionsReporting and presenting
your qualitative dataCSR qualitative servicesQuestions?
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WHAT IS QUALITATIVE RESEARCH?
Allows researchers to delve deeper and gather an in-depth understanding of a particular topic
The “whys?” and “hows?”
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QUALITATIVE VS. QUANTITATIVE RESEARCH
Qualitative QuantitativeObjectives(when to use)
• Exploration and discovery• Context and depth• Interpretation
• Quantify• Generalize information
about a population• Describe characteristics
of a population
Examples Focus groups, in-depth interviews, etc.
Telephone surveys, web surveys, etc.
Data format Text Numerical Flexibility in study design
• Data collection and questions adjusted based on discussion and what is learned
• Stable from beginning to end
Cost • Can be a cheaper option • Typically more expensive – pay interviewers, phone bill, sample, etc.
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QUALITATIVE DATA COLLECTION METHODS
Interviews In-depth one-on-one interviews with a trained interviewer
Focus Groups Small group interview, usually 6 to 10 people lead by an
experienced moderator
Participant Observation Recording behaviors of people in their own environment
Other Self-reports of knowledge or attitude, including: field logs or diaries
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IN-DEPTH PERSONAL INTERVIEWS
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IN-DEPTH PERSONAL INTERVIEWS
One-on-One with trained interviewer Can be conducted face-to-face or via telephone Typically last 30-60 minutes
Useful when you want detailed information about an individual’s thoughts or behaviors
Useful for more personal or sensitive topics
Some examples: Program evaluation Needs assessment Instrument development
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ADVANTAGES CHALLENGES
Provides more detailed information with little burden for the respondent
Respondents can feel more comfortable to open up and discuss
Utilize non-verbal communication in your research
Flexibility
Time consuming
Not generalizable
Dependent on the skills of the interviewer
ADVANTAGES VS. CHALLENGES OF IN-DEPTH INTERVIEWS
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QUALITATIVE INTERVIEWERS
Interviewing requires a high level of training and skill
Understand what you are trying to get out of interviews Filter and draw out information Keep respondent on track
Use proper interviewing techniques Active listening Avoiding yes/no and leading questions Avoiding bias/no personal opinions Probing Patience
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FOCUS GROUPS
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FOCUS GROUPS
Small group discussions/interviews led by a trained moderator
Useful when: Looking for a range of ideas or feelings from people Trying to understand differences between groups or
categories of people Information is needed to help design a quantitative
study (i.e. survey instrument development) Trying to clarify data already collected from a
quantitative study
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ADVANTAGES CHALLENGES
Group dynamic
Utilize non-verbal communication in your research
Flexibility
Client or sponsor involvement
Need a trained focus group moderator
The dominant personality
Time consuming
Not generalizable
ADVANTAGES VS. CHALLENGES OF FOCUS GROUPS
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TRAINED FOCUS GROUP MODERATOR
Highly skilled and trained in moderating skills
Proper techniques including: Active listening Probing Flexibility and patience Group interaction skills Pleasant personality – make people feel comfortable
An untrained moderator will not yield high quality data!
CSR has trained moderators
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STUDY DESIGN CONSIDERATIONS FOR IN-DEPTH INTERVIEWS AND FOCUS
GROUPS
KEY CONSIDERATIONS
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LOGISTICS
How many groups to conduct/people to interview? Considerations
Breadth and depth of research on your topic/issue; may need a literature review
Your population Level of analysis needed Basic logistics (budget, travel, availability, etc.)
Saturation, or the point when you have heard a variety of ideas and you are no longer getting new information
Krueger & Casey (2000) suggest the rule of thumb is 3-4 focus groups with any one type of participant.
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MORE LOGISTICS
Consider your participants when setting the date and time for your session or interview. Focus groups typically last 1-2 hours In-depth interviews last 30 minutes to an hour
Location Easily accessible, convenient, good parking
Room considerations Private – able to close a door Quiet with minimal distractions For focus groups consider:
Large table that is conducive to group discussion Availability of food or catering Examples - Hotel meeting rooms, community rooms, libraries, etc.
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FOCUS GROUP FACILITY RENTAL
• Room on Penn State Harrisburg campus in Church Hall
• Comfortably seats 15
• Ample parking
• Private viewing room with a one-way mirror
• Audio/visual equipment available
• IT support
• Other services available, contact CSR if interested [email protected]
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RECRUITING PARTICIPANTS
How do you find participants? List Random mailing/phone screening Advertisements/flyers Key stakeholder groups Onsite intercepts Piggyback Snowball recruiting
Over-recruit or create a waiting list
Recruiting is the most challenging and time-consuming part of qualitative data collection!
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TIPS AND STRATEGIES TO HELP YOU RECRUIT RECRUITING
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BOOST YOUR RECRUITING NUMBERS
Offer incentives – worth the investment! Money Food Gift cards
Show the importance of participationMake personal contactPre-notification letter or emailSend a confirmation letter or email Make reminder calls to each participant
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LINE OF QUESTIONING
Remember your research question!
Open-ended and conversational
Clear and easy to say
Stick with short
How many? Focus Groups - 8 to 12 questions In-depth Interviews - Up to 15 questions
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FUNNEL APPROACHOne way to help you design your moderator’s guide or in-depth interview guide.
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
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• Greet participants as they arrive
• Engage in small talk
• Make participants feel comfortable
• Pre-session activities
• Informed consent forms (if applicable)
• Intake form (demographics)
• Answer questions
• Address concerns
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
Greeting & Pre-Session Activities
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• Start of your questioning
• Thank participants
• Give your name and names of any other researchers in the room
• Purpose of the focus group or interview
• Confidentiality
• Duration
• Instructions
• Reminder if audio recording
• Introductions of participants
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
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• Introduce discussion topic
• Broad, open-ended questions
• Easier to answer to encourage participation
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
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• Specific questions that will answer your main research goals
• Plan to spend most of your time here
• Be sure to probe and clarify responses to get as much information as you can
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
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• Wrap up discussion
• If time allows, give participants time to provide additional comments
• Thank participants for their time and effort
Greeting (Pre-Session)
Opening/Welcome
Introductory Questions
Key Question
sClosing
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DATA ANALYSIS OPTIONS AND SHOWCASING YOUR QUALITATIVE DATA
ANALYSIS & REPORTING
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ANALYZING QUALITATIVE DATA
• What the participants say during the interview or discussion is the essential data
• Notes, audio or video files, and transcripts can all capture your data
• Purpose helps drive analysis of your qualitative data
• Identify key themes/topics
• Use quotes for support
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Qualitative Analysis Software
• Many software options available
• Helps researchers to organize, code, and analyze non-numerical data
• Is this the right tool for me to analyze my qualitative data?
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QUALITATIVE ANALYSIS SOFTWARE
Nvivo Atlas.ti DedooseData formats
Word docs, PDFs, spreadsheets, audio and video files, social media data, web pages, and more
Text, graph, audio and video formats; transcription work can also be done in the software
Numbers, text, transcripts or photos
Data coding Robust pattern auto-coding
Auto-coding available No auto-coding
Visuals Range of visualization options for data
Visualization options available
Over 40 interactive data visualizations
Compatibility
Desktop (Windows; working on Mac)
Desktop (not compatible with Mac)
Web-based (can use on Windows or Mac)
Cost Educational = $670Government = $1,340Free 30 day trial
Educational = $670Government = $1,290Free trial but with limitations
Monthly fee of $12.95 (less if multiple users)Free 30 day trial
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REPORTING
What is the purpose of your report? *NOTE: this should be determined at the beginning of your research
project!Brief or full report?Five principles of reporting (Krueger/Casey
2000) Get to your point quickly! Make sure your report is clear and conveys your ideas
effectively Enlighten your audience If possible, involve others in the study and reporting Use multiple reporting strategies (narrative, audio,
video, visuals, etc.)
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“JAZZ UP” YOUR REPORT
Can include visualization tools from qualitative analysis software
Word clouds www.wordle.net www.worditout.com
Pull quotes throughout your reportCharts/tablesMapsAudio or video clips
Consider your audience and what you are trying to convey with your report!
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CSR QUALITATIVE RESEARCH SERVICES
Study design Interview guide /intake form
development Literature reviews Sampling Recruiting Logistics Moderating services In-depth interviewing Interviewer training Transcription Analysis Reporting FREE cost estimates!
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OTHER CSR RESEARCH SERVICES
Telephone surveys (both landline and cell phone calling)
Penn State Poll – statewide omnibus poll
20-seat call center on Penn State Harrisburg campus
Web surveys Digital Dashboards Research workshops and
lectures FREE cost estimates and
much more!Visit our website for more information
http://csr.hbg.psu.edu
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