Qrm 210 unit 1
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This document discusses qualitative research methods. It defines qualitative research as seeking to understand opinions, experiences, and feelings through subjective data rather than numerical data. The document outlines several key characteristics of qualitative research, including that it takes place in natural settings, collects non-numerical data like words or illustrations, is concerned with processes, and analyzes data inductively by drawing out general ideas. It also discusses the need for qualitative research, ethics, and ways to link qualitative and quantitative research approaches.
Qrm 210 unit 1
- 1. Qualitative Research Methods By Asst Prof Anil Sharma 7990189234
- 2. Unit 1 • Qualitative Research: Nature, Relevance, Need, Characteristics and Limitations of Qualitative Research, Ethics in Qualitative Research, Interrelationship of Qualitative and Quantitative Research, Linking Qualitative and Quantitative Research in One Design, Combining Qualitative and Quantitative Data, Combining Qualitative and Quantitative Methods, Linking Qualitative and Quantitative Results, Triangulation. (5)
- 3. Introduction • Researchers more comfortable with quantitative • research • Quantitative methods deal with the collection and processing numerical data • Answer questions – How often? To what extent? – How much? How many … but cannot answer questions on – Why? how? In what way?
- 4. Relevance • Understanding opinions, experiences, feelings of individuals or communities to produce subjective data to make generalizations • Exploring social phenomenon or issues by examining people or communities in their natural settings • Describing cultures, social stratifications and social groups in their natural settings • Exploring relationships between individuals or communities, cultural norms, and economic and political ideas
- 5. • Qualitative research can provide insight which is not • possible to elucidate with purely quantitative data – A means for exploring and understanding the meaning individuals or groups ascribe to social or human problems – Study human behavior and social world • Help us to understand the world in which we live • and why things are the way they are
- 6. • Qualitative research answer questions on: – Why people behave the way they do – How opinions and attitudes are formed – How people are affected by the events that go on around them – How and why cultures have developed The difference between social groups
- 7. What is qualitative research? • Development of concepts which help us to understand social phenomena in natural (rather than experimental) settings, giving due emphasis to the meanings, experiences and views of the participants. Pope & Mays
- 8. • Fraenkel (2007) defined qualitative research as research studies that investigate the quality of relationships, activities, situations, or materials. • It is described by its aims, methodology, and the kind of data collected to understand the different facets of social life.
- 9. • Qualitative approaches to research are universal and holistic. They follow these beliefs: -A single reality is not observed. - Reality is based upon concepts that are distinct for each person and change over time. -What we perceive has meaning only within a given situation.
- 10. Dimensions of qualitative methods Understanding context • How economic, political, social, cultural, environmental and organizational factors influence health Understanding people • How people make sense of their experiences of health and disease Understanding interaction • How the various actors involved in different public health activities interact each other
- 11. Characteristics of Qualitative Research • 1. The direct source of data is the natural setting and the researcher is the key instrument in qualitative research. Researchers go directly to the particular setting of interest to observe and collect the needed data.
- 12. • 2. Data collected are in the form of words or illustrations rather than numbers. The kinds of data collected may include, but not limited to, audio recordings, diaries, field notes, memorandums, official records, personal comments, photographs, textbook passages, transcripts of interview, videotapes, and anything else that convey actual words or actions of people.
- 13. • 3. Qualitative research is concerned with process as well as product. The primary interest of a qualitative researcher is on how things happen and on people’s interaction with one another.
- 14. • 4. Analysis of data is taken inductively. It starts with the specific concepts of the respondents to draw out general idea or theory. To do this, a considerable amount of time is spent in collecting data before the important questions are considered.
- 15. • 5. Qualitative research deals with how people make sense out of their lives. The perspective of the subjects of a study is a major concern.
- 16. Need of Qualitative Research • Draw meaningful information about beliefs, feelings, values, and motivations that support behavior. • Learn directly from people and what is important to them. • Provide the context required to elicit qualitative results. • Identify variables important for further studies. • Determine one’s genre as a primary step to develop a quantitative survey. • Assess the usability of websites, databases, or other interactive media/services.
- 17. Ethics in Qualitative Research • The researcher can expect to deal with the following ethical issues • Worthiness of the project • Informed consent • Benefits, costs, reciprocity • Honesty and trust • Privacy, confidentiality, and anonymity • Researcher integrity and quality • Ownership of data and conclusions • Use and misuse of results • Intervention and advocacy
- 18. Interrelationship of Qualitative and Quantitative Research
- 19. Qual Vs Quan: Basic differences Qualitative Quantitative Purpose To describe a situation, gain insight to particular practice... To measure magnitude-How widespread is a practice... Format No pre-determined response categories Pre-determined response categories, standard measures Data In-depth explanatory data from a small sample Wide breadth of data from large statistically representative sample Analysis Draws out patterns from concepts and insights Tests hypotheses, uses data to support conclusion Result Illustrative explanation & individual responses Numerical aggregation in summaries, responses are clustered Sampling Theoretical Statistical
- 20. Qual Vs Quan: Analytic approaches Quantitative Qualitative Research question Fixed/Focused Broader, contextual, flexible Expected outcome Identified in advance Usually not predefined, emergent research question Hierarchy of phases Linearity Circular Confounding factors Controlled during design & analysis Searched in the field Time dimension Slower Rapid to slower
- 21. Qual Vs Quan: Data collection method Quantitative Qualitative Sampling Random sampling Open ended and less structured protocols (Flexible) Tools Structured data collection instruments Depend on interactive interviews Results Produce results that generalize, compare and summarize Produce results that give meaning, experience and views 21
- 22. DEDUCTIVE & INDUCTIVE REASONING
- 25. Linking Qualitative and Quantitative Research in One Design • Integration is an intentional process by which the researcher brings quantitative and qualitative approaches together in a study. Quantitative and qualitative data then become interdependent in addressing common research questions and hypotheses. • Quantitative, Qualitative, and Mixed Methods • If the researcher uses numbers, they are using a quantitative measure; if they use a descriptive style, it is qualitative measure; and if they are somewhere in between, it is a mixed method.
- 26. • Combining qualitative and quantitative methods. In practice, most researchers agree that combining quantitative and qualitative techniques (sometimes called “mixed method” research) produces a richer and more comprehensive understanding of a research area. • Using a combination of qualitative and quantitative data can improve an evaluation by ensuring that the limitations of one type of data are balanced by the strengths of another. This will ensure that understanding is improved by integrating different ways of knowing.
- 27. Purpose • Enriching: using qualitative work to identify issues or obtain information on variables not obtained by quantitative surveys. • Examining: generating hypotheses from qualitative work to be tested through the quantitative approach. • Explaining: using qualitative data to understand unanticipated results from quantitative data. • Triangulation (Confirming/reinforcing; Rejecting): verifying or rejecting results from quantitative data using qualitative data (or vice versa)
- 28. Approaches to Linking • Several researchers have described ways that qualitative and q • Four major approaches: • I. Antecedent or sequential; • 2. Encapsulated or nested; • 3. Concurrent; • 4. Primary/secondary combinations.
- 29. I. Antecedent or sequential • Antecedent or sequential which generally refers to using qualitative data first to develop quantitative instruments, offers many benefits. • The contributions made by analyzing qualitative data prior to quantitative data collection lie in rationalizing a study and identifying issues that need to be measured. • For example, the use of focus groups to begin to narrow a topic and develop questionnaire items is a common antecedent practice (Krueger, 1988). In this case, broad questions are used to develop survey items that can be used to assure greater validity. • Austin, Hoge, and - Austin (1990) used an open-ended format to obtain information from students about the advantages, disadvantages, or other associations that students saw resulting from serving persons with disabilities in community recreation programs. From these responses, a fixed-format instrument titled the Leisure Service Student Questionnaire was developed.
- 30. 2. Encapsulated or nested • Encapsulated or nested linkages can provide a conceptional framework for verifying and clarifying findings. Researchers may embed in-depth interviews within a quantitative study to provide a context and check on the validity of quantitative procedures. Qualitative data, for example, can aid in interpreting statistics and deciphering puzzling responses. • McAvoyet al. (1989) used encapsulated data in studying integrated wilderness adventure programs. They used structured interviews as a follow-up after pre, post, and follow-up quantitative data had been collected about trait anxiety reduction. • Forty individuals from the sample of 121 individuals used to collect quantitative data were interviewed to help the researchers understand the process of how adventure programs can result in attitude and lifestyle changes.
- 31. 3. Concurrent • When data collection occurs concurrently and interpretation is done simultaneously, the data can help to understand phenomena to a broader and deeper extent. Bullock et al. (1992) used concurrent data in an evaluation of the Easter Seals' mainstreaming model • To get data about this pro gram, Consumer satisfaction surveys, provider satisfaction surveys, and in-depth interviews with campers, campers, and service providers were used concurrently. • Bedini et al. (1993) administered quantitative questionnaires to students, parents, and teachers along with a content analysis of the implementer's notes and in depth interviews with a subsample of students to measure the results of a leisure education program. The different data sets served to corroborate the outcomes measured with each type of data. Researcher must be aware, however, that sometimes contradictory information occurs in linking two types of data concurrently. The researcher must be prepared for this possibility and will be required to address what the meaning of the contradictions if they arise.
- 32. 4. Primary/secondary combinations • Data can also be used in a primary (secondary combination within a study. In this form of linkage, a study may be primarily qualitatively driven but quantitative data are used for background. • For example, quantitative data can be used prior to the collection of qualitative data to determine what representative cases ought to be further explored. The statistics obtained from quantitative data can provide a basis for exploring issues in greater depth through qualitative data. • Quantitative information can also provide leads for future qualitative questions, correct the elite bias effect of articulate respondents, and help to confirm hypotheses or themes that emerge from qualitative data. Although neither form of data seemed to be more primary than the other, Malkin et al. (1989) based their selection criteria for open-ended interviews with female suicidal psychiatric patients on the demographic subgroups that were identified through initial quantitative data collection.
- 33. Combining Qualitative and Quantitative Methods, Linking Qualitative and Quantitative Results
- 34. • Mixing qualitative and quantitative methods is neither new nor controversial. In fact, there’s a journal dedicated to mixed- method research, aptly named, The Journal of Mixed Method Research. • Customer research lends itself well to the triangulating that a mixed-methods approach offers: identifying areas of convergence among methods to, in turn, increase the usefulness and validity of the findings. • While you can combine qualitative and quantitative methods at various points—data collection or data analysis, for example—we typically use the following three research designs (also called topologies).
- 35. Triangulation
- 36. Explanatory Sequential Design • An explanatory sequential design emphasizes quantitative analysis, which we follow with interviews or observation (qualitative measures) to help explain the quant findings.
- 37. • For example, we conducted a large comparative branding study with an internet retailer on attitudes toward the shopping experience on five mobile websites. After statistical analysis and cross-tabbing on experience levels to gauge brand attitudes, we came up with topics to further explore. We then recruited a new set of 16 participants for 1-on-1 sessions in which participants interacted with the sites used earlier and discussed their attitudes toward those sites. • This enabled us to look more closely into trends we observed in the larger sample. In this study we used a new set of 16 participants; you can also use a subset of participants from the first survey phase and dig deeper into any interesting patterns. To remember, the explanatory sequential design, think of qual explaining quant.
- 38. Exploratory Sequential Design • An exploratory sequential design starts with the qualitative research and then uses insights gained to frame the design and analysis of the subsequent quantitative component.
- 39. • For example, to develop a new questionnaire, start with a qualitative phase where you interview participants and identify phrases, questions, or terms used to help derive the items used. We used this approach to develop the SUPR-Q. • Exploratory sequential design lends itself well to usability testing. We often start with 5 to 10 participants in a classic think-aloud, moderated usability test. This exposes problem areas for which to create new tasks and survey questions, which in turn helps us refine our understanding of customer attitudes. We then launch a larger-scale, un moderated study to get a better idea of the magnitude of the problems in the larger customer population. To remember the exploratory sequential approach, think of qual to enable research questions followed by quant for validation.
- 40. Convergent Parallel Design • If you collect qualitative data and quantitative data simultaneously and independently, and if you then analyze the results, you’re executing a convergent parallel design. In the analysis phase, you often give equal weight to the quant and qual data—you look to compare and contrast the results to look for patterns or contradictions.
- 41. • For example, one team may conduct ethnographic research at customer locations while another launches a survey to a set of global customers on the same product experience. The teams then converge and compile the findings to generate insights.
- 42. • Thank you