Mgt 540 Research Methods Section 2 Qualitative Research

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1 Mgt 540 Research Methods Section 2 1 How do you see the world? I and the Village Chagall, Marc, Web sites for qualitative research alpage/ 3 1

2 The Research Wheel Induction Deduction Patterns Hypotheses Induction Observations / Data 4 Major Characteristics of 1. Design Strategies 2. Data-Collection and Fieldwork 3. Analysis Adopt. Fr: M.Q. Patton, 2002, & Evaluation Methods, 3 rd Ed., Sage Publications 5 Major Characteristics of 1. Design Strategies 1. Naturalistic inquiry 2. Emergent design flexibility 3. Purposeful sampling 1. (information rich not generalizability) Adopt. Fr: M.Q. Patton, 2002, & Evaluation Methods, 3 rd Ed., Sage Publications 6 2

3 Major Characteristics of 1. Design Strategies 2. Data-Collection and Fieldwork 1. Qualitative data 2. Personal experience & engagement 3. Empathic neutrality and mindfulness 4. Dynamic systems Adopt. Fr: M.Q. Patton, 2002, & Evaluation Methods, 3 rd Ed., Sage Publications 7 Major Characteristics of 1. Design Strategies 2. Data-Collection and Fieldwork 3. Analysis 1. Unique case orientation 2. Inductive analysis, creative synthesis 3. Holistic perspective 4. Context sensitivity 5. Voice, perspective and reflexivity Adopt. Fr: M.Q. Patton, 2002, & Evaluation Methods, 3 rd Ed., Sage Publications 8 Qualitative Process Curiosity Interviews Observation Diary methods Gain Insight Describe Decode Translate Increase Understanding 9 3

4 Principle qualitative methods In-depth interviews Structured or unstructured (non-directive) C.I.T. Repertory grid (see pgs ) Projective techniques Protocol analysis Group interviews Cognitive mapping 10 Qualitative research skills Sensitivity Understanding Different constructs and concepts Recognizing what is relevant Skepticism cannot be trusted to say Organization / documentation Interpersonal skills Interviewing (trust building) Social interaction Passing the gatekeeper 11 How you are perceived: Student Amateurish, unthreatening, unskilled Researcher Professional, issues of access Interview Formal interrogation, controlled Discussion Less threatening, exchange Survey High level aggregation, limited use It is important that the subject value the relevance of the research & respect the researcher! (ethics!) 12 4

5 Controlling for Interview bias If there is no one way Basic probe (do not lead!) Explanatory probe (What do you mean?) Focused probes (What sort ) Silent probe (pause, silence ) Drawing out (tell me more ) Prompting (have you thought about..) Mirroring or reflecting (paraphrasing) 13 Additional Techniques Critical Incident Technique (p95-97) Form of focusing the respondents Useful for larger samples Seeking commonalities Repertory Grid Technique (p97-101) Decipher individual perceptions Elements Constructs Linking mechanisms Complex Different methods of organizing 14 Additional Techniques (cont) Protocol Analysis (p ) Discovering underlying logic Elements & stages of decisions Immediacy Group Interviews (p ) Steered conversations Moderating skills are necessary Exchange of ideas (social construction) Social conditions group think 15 5

6 Additional Techniques (cont) Cognitive Mapping (p ) Modeling complexity Precedents, antecedents Values, attributes (see value map p108) Laddering Up : Ask why Down: Explore understanding Participant Observation (p110) Participant Observer 16 Additional Techniques (cont) Diary Need for expression Need for some structure Encouragement to continue Confidentiality 17 Analyzing Qualitative Data 18 6

7 Analyzing Qualitative Data Content Analysis vs Grounded Conversation Analysis Stability of patterns Sequential organization (continuing) Grounded in empirical examination Discourse Analysis Context Critical = more depth Case Analysis 19 Grounded Analysis (Process) Collection and analysis of data are simultaneous Structure is derived from data Fits the data 20 Stages of Analysis (p ) Approach #1 (Original overview) 1. Comparing incidents applicable to each category 2. Integrating categories and their properties 3. Delimiting the theory 4. Writing the theory 21 7

8 Stages of Analysis (p ) Approach #2 (text, more focused) 1. Familiarization 2. Reflection 3. Conceptualization 4. Cataloguing concepts 5. Re-coding 6. Linking 7. Re-evaluation 22 Analysis Role of computer? Tool Still relies on the judgment of the researcher Uses quantitative methods to analyze qualitative data. 23 8

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