Qualitative Methods Workshop Day 1
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This document summarizes a class on qualitative research methods. The class covered: - The differences between qualitative and quantitative research methods. Qualitative research is flexible and aims to understand experiences, while quantitative research tests hypotheses. - Various qualitative research approaches were overviewed, including interviews, focus groups, ethnography, and case studies. - Students practiced developing qualitative research questions and choosing appropriate data collection methods. - The use of narratives and storytelling in qualitative research was discussed. Different story types can help frame research questions and objectives. - Exercises had students outline their own qualitative research ideas and identify which story types their research may fit within. Developing the "research story" was emphasized.
![Qualitative Quantitative
General Framework
Develop hypotheses Test hypotheses
Reflexive & iterative categorisation Rigid categorisation
Semi-structured data collection Structured data collection
Textual data* Numerical data
In depth data Broad data
[How] [How Many]
* Text can include images, video, spoken word, literature, etc.
Adapted from: Qualitative Research Methods Overview, Family Health International](https://image.slidesharecdn.com/qualmethodsday1-110330060108-phpapp02/85/Qualitative-Methods-Workshop-Day-1-12-320.jpg)
![Qualitative Quantitative
Analytical Objectives
Describe variation Measure variation
Explain relationships Predict causal relationships
Describe characteristics Describe norms
Descriptive* Predictive
[How] [How Many]
* Qualitative methods such as Delphi surveys are used for forecasting
Adapted from: Qualitative Research Methods Overview, Family Health International](https://image.slidesharecdn.com/qualmethodsday1-110330060108-phpapp02/85/Qualitative-Methods-Workshop-Day-1-13-320.jpg)
![Qualitative Quantitative
Flexibility in Study Design
Some flexibility Fixed from beginning
Responses can affect questions Responses do not affect
asked questions asked
Design can change based upon Design based on statistical
findings methods
Open ended questions Closed questions
[How] [How Many]
Adapted from: Qualitative Research Methods Overview, Family Health International](https://image.slidesharecdn.com/qualmethodsday1-110330060108-phpapp02/85/Qualitative-Methods-Workshop-Day-1-14-320.jpg)
Qualitative Methods Workshop Day 1
- 1. Qualitative Research Methods 1 March 24th 2011, KU Leuven Jason Rutter
- 2. The day will be practically orientated.You will have to work in groups and present to us all.
- 3. But there will be plenty of breaks.
- 4. Exercise
- 5. 1.Draw a pie chart with three sections 2.List in it the three most important things to you in life 3.Divide the chart to show the relative importance of these to you. We will be reading these out!
- 6. Today’s Objectives 1. Understand the difference between quantitative and qualitative research 2. Develop a practical approach to qualitative research 3. Clarify your own qualitative research question and methods
- 7. • Juliet Corbin & Anselm Strauss, Basics of Qualitative Research:Techniques and Procedures for Developing Grounded Theory • Norman Denzin & Yvonna Lincoln, The SAGE Handbook of Qualitative Research • David Silverman, Doing Qualitative Research • Scott VanderStoep & Deidre Johnson, Research Methods For Everyday Life: Blending Qualitative and Quantitative Approaches
- 9. Did your answers fall into these categories? Life Work Health What were the exceptions?
- 10. Establish Design Questions Collection Develop Collect Data Code Data Categories Write
- 11. Planning Qualitative Research (I) • Why use qualitative methods? • Mapping the range of qualitative methods. • What can qualitative methods do and not do?
- 12. Qualitative Quantitative General Framework Develop hypotheses Test hypotheses Reflexive & iterative categorisation Rigid categorisation Semi-structured data collection Structured data collection Textual data* Numerical data In depth data Broad data [How] [How Many] * Text can include images, video, spoken word, literature, etc. Adapted from: Qualitative Research Methods Overview, Family Health International
- 13. Qualitative Quantitative Analytical Objectives Describe variation Measure variation Explain relationships Predict causal relationships Describe characteristics Describe norms Descriptive* Predictive [How] [How Many] * Qualitative methods such as Delphi surveys are used for forecasting Adapted from: Qualitative Research Methods Overview, Family Health International
- 14. Qualitative Quantitative Flexibility in Study Design Some flexibility Fixed from beginning Responses can affect questions Responses do not affect asked questions asked Design can change based upon Design based on statistical findings methods Open ended questions Closed questions [How] [How Many] Adapted from: Qualitative Research Methods Overview, Family Health International
- 15. Reactive ✴Action Research ✴Participant Observation ✴Interviews ✴Delphi ✴Phenomenography ✴Focus Groups ✴Grounded Theory ✴Ethnography ✴Diaries ✴Surveys ✴Ethnomethodology High Aggregation Low Aggregation ✴Case Study ✴Observation ✴Narrative Analysis ✴Discourse Analysis ✴Objective Hermeneutics ✴Conversation Analysis ✴Semiotics ✴Content Analysis ✴Archival Research Non Reactive
- 17. UK Branded Coffee Outlets • Turnover of £1.63 billion in 2009 • More than 11,000 outlets • Estimated 4,158 branded outlets • 64% of consumers visit at least once a week • 42% of consumers say price of coffee affects their visiting frequency • Average spend is £3.50 • Latte remains the most popular espresso-based beverage, followed by cappuccino Source: Allegra, ProjectCafe 2009
- 18. Brand Loyalty vs Convenience I am not very brand loyal and tend to visit the coffee shop which is closest to me at the time 2008 2009 2010 40 30 20 10 10 9 6 33 31 27 20 21 21 28 29 32 9 10 14 0 Agree Strongly Neither Strongly Disagree Source: Allegra, ProjectCafe 2010
- 19. “Will never told you?... Ah, Probably just as well. He would have told it wrong anyway. All the facts and none of the flavour.” Edward Bloom, Big Fish (2003)
- 21. Exercise
- 22. In groups, build a description of what happens in a coffee shop. Consider your description through the following: • The owner’s view • The work of employees/baristas • The customer experience • How does it appeal to the senses? • What difference is there between chains and independents? • Are coffee shops different in other places? • How do people interact? • How is business done? • Is the experience different for different types of people?
- 23. Qualitative Research Methods 1 March 24th 2011, KU Leuven Jason Rutter
- 24. So far.... • Differences between quantitative and qualitative methods • What qualitative research can offer • Overview of different approaches • The flexibility of qualitative methods • The importance of choosing your data collection • Working with categories • Dealing with the exceptions and the identifying what’s missing. • The importance of developing a research question
- 25. People make sense of things using narratives
- 29. Who tells the story? How do they tell it? What form does it take? What references do they use? What do they emphasise? What do they ignore? What does it tell us about them and the world the live in?
- 30. There is no story without an audience. As a qualitative researcher you are a vital element in the research process and the building of understanding.
- 31. The narrative is not the thing itself
- 32. “Both motives and actions very often originate not from within but from the situation in which individuals finds themselves.” Karl Mannheim
- 33. “A satisfactory or adequate motive is one that satisfies the questioners of an act or program.” C Wright Mills
- 35. Exercise
- 36. Explain your research to a partner considering the research story: • Who is the story about? • Where is it set? • What is the problem faced? • How will qualitative research help? • Why do you care?
- 37. Now your partner has to present your research to the group...
- 38. Planning Qualitative Research (II) • Identifying a research problem • Choosing the case(s) • Choosing a methodology
- 39. Say a lot about a little rather than a little about a lot.
- 40. A good research question will: • Organise the project giving it direction and cohesiveness • Create boundaries to your investigation • Keep you focused • Provide a framework for writing up • Point to the methods and data you will need Adapted from: K Punch, Introduction to Social Research
- 41. • Developmental Puzzle: How did X develop? • Mechanical Puzzle: How does X work? • Causal Puzzle: What causes X or what influence will X have on Y?
- 42. Most Importantly - Is your question answerable?
- 43. All good stories need a point. What are the challenges your protagonists face?
- 44. What type of story are you telling?
- 45. Story types Philip Parker The Art and Science of Screenwriting
- 46. The Romance A person is missing something or someone. There is lack and desire for that thing or person. The character struggles in overcoming all or many of the barriers between him/ herself and the object of desire. The closure of unity is eventually achieved.
- 47. The Unrecognised Virtue A virtuous person enters another world and falls in love with a powerful person in that world. The person seeks love but the power gets in the way. The person tries to help the powerful person and their virtue is eventually recognised.
- 48. The Fatal Flaw A successful person uses opportunities for personal gain, often at the expense of others. Then, seeing the damage, the person seeks to repair it, but the quality that led to success eventually leads to failure.
- 49. The Debt That Must Be Repaid A person wants something or someone, for which there is a high price. The person accepts the price but seeks to put off paying the debt. Eventually, though, they have to pay it.
- 50. The Spider and the Fly A person wants another person to do something. Lacking the influence or power to demand it, they seek to ensnare the other person, tricking them into compliance. They are successful and a new future is faced.
- 51. The Quest A person is set a task to find someone or something. The challenge is accepted and the quest is eventually won. There may or may not be a prize.
- 52. The Rites of Passage A person knows they have reached a new stage in life and seeks to find what must be done to complete the transition. They pretend that they already know, then meet a challenge that shows they do not, yet also provides the route by which they achieve the full transition.
- 53. The Wanderer A person arrives somewhere new and finds a problem there. In facing the problem they show why they left the last place. They then seek to move on, repeating the pattern.
- 54. The Character Who Cannot Be Put Down A person demonstrates prowess, but then faces a bigger challenge that tests that prowess. They succeed.
- 55. Exercise
- 56. In groups, take it in turns to present your research. As a group, decide which story type/s the research fit best with. • Who is your story about? • How did they get where they are? • What is the challenge they face? • What is their background? • What changes have/may happen? • What caused these changes? • Do you know how the story ends yet?
- 57. The Romance The Gift Taken Away A person is missing something or someone. There is lack and A person has a gift which is lost. Seeking to regain the gift leads desire for that thing or person. The character struggles in them into a new situation, to which the person eventually overcoming all or many of the barriers between him/herself and becomes reconciled. the object of desire. The closure of unity is eventually achieved. Example: Rain Man Example: When Harry Met Sally The Unrecognised Virtue The Quest A virtuous person enters another world and falls in love with a A person is set a task to find someone or something. The powerful person in that world. The person seeks love but the challenge is accepted and the quest is eventually won. There may power gets in the way. The person tries to help the powerful or may not be a prize. person and their virtue is eventually recognised. Example: Star Wars Example: Pretty Woman The Fatal Flaw The Rites of Passage A successful person uses opportunities for personal gain, often at A person knows they have reached a new stage in life and seeks to find the expense of others. Then, seeing the damage, the person seeks what must be done to complete the transition. They pretend that they to repair it, but the quality that led to success eventually leads to already know, then meet a challenge that shows they do not, yet also failure. provides the route by which they achieve the full transition. Example: Macbeth Example: Stand By Me The Debt That Must Be Repaid The Wanderer A person wants something or someone, for which there is a high A person arrives somewhere new and finds a problem there. In price. The person accepts the price but seeks to put off paying the facing the problem they show why they left the last place. They debt. Eventually, though, they have to pay it. then seek to move on, repeating the pattern. Example: Dr. Jekyll and Mr. Hyde Example: Shane The Spider and the Fly A person wants another person to do something. Lacking the The Character Who Cannot Be Put Down influence or power to demand it, they seek to ensnare the other A person demonstrates prowess, but then faces a bigger challenge person, tricking them into compliance. They are successful and a that tests that prowess. They succeed. new future is faced. Example: Die Hard Example: Double Indemnity
- 58. These stories give us: • Research area • Research field (setting) • Research objectives • Research questions • Sensitising concepts
- 59. Exercise
- 60. My research seeks to answer the questions... This is important because... In order to do this I will collect data from... This data will be collected using...
- 61. Summary
- 62. Questions.... (For next week)