demystifying qualitative research
Post on 20-Oct-2014
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Qualitative vs.
Quantitative ~ Never Ending Saga
What is the Phenomenon?
• Scientific• Astronomical• Mechanical• Biological• Economical• Political• Technological• Social
Is Reality Objective?
YES
Quantitative Research
NO
Qualitative Research
Quantitative Research
Sum of parts IS EQUAL TO
Whole
Qualitative Research
Sum of partsIS NEVER EQUAL TO
Whole
Applications of Qualitative Research
Phenomenon is• Abstract• Complex• Novel
Type of Reasoning
Theory
Data
Reality
Data
Reality
Theory
Deduction Induction
Quantitative Qualitative
vs.
Quantitative Research
• Objective• What? How much? • Test hypotheses• Measure & Test• Researcher is least involved• Larger Samples (Statistical
generalization)• Simple random, Stratified,
Systematic• Statistical analysis
techniques
Qualitative Research
• Subjective• How? Why?• Explore propositions• Observe & Interpret• Researcher is highly
involved• Smaller samples
(Analytical generalization)• Purposive, theoretical
sampling• Content analysis techniques
Qualitative Research Methods
Observation
• Researcher observes the phenomenon• Non-participative (Obtrusive)• Participative• Record videos of participant behavior, take
field notes, or just observe & remember
In-depth Interview
• Understand respondent’s perspectives on a particular phenomenon in their own words
• Probe latent / unobservable feelings, attitudes of respondents
• Structured / Semi-structured / Unstructured• Audio recording is MUST
Ethnography
• Study society’s culture• Detail daily routine of participants• Emic (objective) vs. etic (subjective)• Observe behavior, artifacts, physical setting
etc.
Focus Group Discussions
• Typically involves 5 to 10 people in a group, apart from a moderator.
• Present themselves, respond to other’s views• Consensus is ‘not’ an objective!• Moderator may use discussion guide• Audio / video recording
Projective Techniques
• Explore deeply held attitudes and motivations• Respondents ‘may not be aware’ of these
attitudes!• Word association, sentence completion test,
Thematic Apperception Test (TAT)
Narratives Inquiry
• Similar to interviews• Understand historical events, meaning behind
them• Difficult for respondents to recollect, and
express
Netnography
Step 1 •Planning and Entree•Relevant, Active, Interactive, Substantial, Heterogeneous, Data-rich
Step 2•Data Collection•Text, Images, Graphics, Social interactions, Interviews, Reflective
field notes
Step 3 •Data Analysis•Coding, CAQDAS
Step 4
•Maintaining Ethics•Public vs. private community, consent from community members,
avoid causing any harm to community members, cite and credit community members with their consent
Step 5 •Representation and Evaluation
(Kozinets, 2002, 2010)
Data Analysis
• Content analysis• Computer Assisted Qualitative Data Analysis
Softwares (CAQDAS) – NVivo, Atlasti
Mixed Method
• Qualitative followed by Quantitative• Quantitative followed by Qualitative
Reliability
• Standardize data collection process, protocols• Document every aspect• Inter-rater checks
Validity
• Descriptive (Factual certainty)• Interpretive (Conceptual accuracy)• Theoretical (Postulated relationships)• External (Replicability)
Qualitative Research ProcessRaw data
Prepare transcript
Content analysis
Build Theory
Report
Qualities of Qualitative Researcher
• Sensitive• Involved• Curious • Interpretive• Empathetic• Patient
Success Mantra!
Data Collection
Data AnalysisReflection
Quantitative or Qualitative???
Both Either Or
Thank you