Bài giảng chương 3 - QUALITATIVE RESEARCH - Phương pháp nghiên cứu khoa học

Bài giảng chương 3 - QUALITATIVE RESEARCH - Phương pháp nghiên cứu khoa học

CHAPTER 3

QUALITATIVE RESEARCH

Contents…

1 Definition & Characteristics

2 Qualitative vs Quantitative research

3 Qualitative data collection

4 Qualitative data analysis

I DEFINITION:

Qualitative research includes an “array of

interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world.”

• Aims to achieve an in-depth understanding of a

situation

• Ideal for extracting feelings, emotions, motivations, perceptions, consumer “language,” or self-described behavior.

• Example: Why a person entering a grocery store

proceeds down each aisle in turn, or heads for the rear of the store.

Qualitative Research

• Data presented in words, pictures, etc.

• May be subjective/ susceptible to human error/ bias in data collection/ interpretation.

• Results cannot be generalized

 a fundamental weakness

II QUALITATIVE  QUANTITATIVE

Theory Testing

Theory Building

of events, situations, and

interactions (verbal/visual).

and reduced to numbers for statistical analysis.

III.1 Sampling & Sample size

Purposive Sampling

Snowball Sampling

Convenience Sampling Small Sample Size

General rule:

You should keep conducting interviews until no new insights are gained.

III QUALITATIVE DATA COLLECTION

Focus Groups

III.2 Qualitative data collection techniques

Ethnography

Observation

Data Collection Techniques

Data Collection Techniques

Individual interviews (IDIs)

Individual interviews (IDIs)

Action Research

Grounded Theory Group

Interviews

III.2.1 Individual depth interview (IDI) :

• Best used for “How, Why” questions or “Story

telling” , “Feeling” questions

• Exploratory stage

• Can be unstructured, semi-structured or structured

• From broad issue to narrow topic

• Face-to-face or via telephone/online

• Situational / personal bias

• Dyads (2)

• Triads (3)

• Mini-Groups (3-6)

• Focus Groups (6-10)

• Supergroups (10-20)

III.2.2 Group interviews

Focus group interview

• Typically consists of 6-10 members + a moderators leading the discussion on a particular topic

• Used for exploratory studies/generating ideas

• Unstructured / Natural / Flexible

• May be biased by leading opinions

• Important role of the moderator

Individual Interview Focus Group Interview

Research Objective

• Explore life of individual in depth

• Create case histories through

repeated interviews over time

• Test a survey

• Orient the researcher to a field of inquiry and the language of the field

• Explore a range of attitudes, opinions, and behaviors

• Observe a process of consensus and disagreement

Topic Concerns

• Detailed individual experiences,

choices, biographies

• Sensitive issues that might provoke

anxiety

• Issues of public interest or common concern

• Issues where little is known or of a hypothetical nature

Participants

• Time-pressed participants or those

difficult to recruit (e.g., elite or

high-status participants)

•Participants with sufficient language

skills (e.g., those older than seven)

• Participants whose distinctions would

• Participants whose backgrounds are similar or not so dissimilar as to

generate conflict or discomfort

• Participants who can articulate their ideas

• Participants who offer a range of positions on issues

Interviewer / moderator qualifications

Requires training or experience.

Skills include:

• Making respondents comfortable

• Probing without making the respondent feel harassed

• Remaining neutral while encouraging participants to talk openly

• Following a participant’s flow of thought

• Extracting insights from detailed descriptive dialogue

Use their personal similarities / differences :

• Similarities to convey sympathy and understanding

• Differences to demonstrate eagerness to understand.

III.2.3.Case study method

• Combining Interviews + record analysis + observations

• To obtain multiple perspectives of a single organization, situation, event, or process

• What differences occur, why, how and with what effect

• Specific organizations/situations are selected because

they offer critical, extreme, or unusual cases

• Choose multiple subjects to study for cross-case analysis

• Choose participants from different org levels, or

different perspectives of the same situation or process.

IV

IV QUALITATIVE DATA ANALYSIS

1 QUALITATIVE vs QUANTITATIVE ANALYSIS

Similarities Differences

Using reasoning to infer empirical

data to abstract concept/theory Quali data analysis is less standardized/more flexible

Applying public method/procedure

Quali data analysis begins early in the process, while still collecting data (until saturation)

Comparing similarities/differences

is the central process Quali data analysis creates new concepts/theory; not test them

Avoiding errors, false conclusions,

misleading inferences

Quali data analysis is closer to raw data/ less abstract, less precise, context-based, more-than-one meaning

IV

IV QUALITATIVE DATA ANALYSIS

2 THREE BASIC PROCEDURE:

Description – Classification - Connection

Purpose: to form/create concepts

Technique: open coding

Guide:

+ Retrieve abstract concepts from concrete raw data

+ Locate themes & assign initial codes/labels to pieces of raw data bearing the same meanings

+ Condense mass data into codes/concepts

+ Theoretical framework may help

+ Open to change / flexible manner / back and forth

IV

IV QUALITATIVE DATA ANALYSIS

2 THREE BASIC PROCEDURE:

Description – Classification - Connection

Purpose: to classify codes/concepts into categories

Technique: axial coding

Guide:

+ Focus to work on codes/concepts created in step 1

+ Combine several closely related concepts in to more general one

by organizing them around the axis of key concepts (categories) based on similar/different attributes

+ Each axis represents a category or new concepts at higher

abstract level.

IV

IV QUALITATIVE DATA ANALYSIS

2 THREE BASIC PROCEDURE:

Description – Calssification - Connection

Purpose: to identify possible relationships among concepts to form a logical system (i.e theory)

Technique: selective coding

Guide:

+ Connect concepts / arrange them into sequences

+ Compare/contrast to identfy possible relations

+ Form overall connections among concepts

Our Practice Project Learning Effectiveness

• Use group discussion to collect qualitative data

• Analyze qualitative data and develop the model reflecting “determinants of learning performances”

• Present your results

End session 5