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Bài giảng chương 3 - QUALITATIVE RESEARCH - Phương pháp nghiên cứu khoa học
CHAPTER QUALITATIVE RESEARCH Contents… Definition & Characteristics Qualitative vs Quantitative research Qualitative data collection Qualitative data analysis 28/05/14 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.” 28/05/14 • 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 28/05/14 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 28/05/14 II QUALITATIVE QUANTITATIVE Theory Building • • • • Understanding Interpretation How / Why Texts; detailed descriptions of events, situations, and interactions (verbal/visual) 28/05/14 Theory Testing • • • • Description Explanation What/ How many/ When Data are coded, categorized, and reduced to numbers for statistical analysis III QUALITATIVE DATA COLLECTION III.1 Sampling & Sample size Small Sample Size Purposive Sampling Snowball Sampling Convenience Sampling General rule: You should keep conducting interviews until no new insights are gained 28/05/14 III.2 Qualitative data collection techniques Group Interviews Observation Observation Ethnography Ethnography Data Data Collection Collection Techniques Techniques Action Research 28/05/14 Focus Groups Individual Individual interviews (IDIs) interviews (IDIs) Case Studies Grounded Theory 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 28/05/14 III.2.2 Group interviews • • • • • 28/05/14 Dyads (2) Triads (3) Mini-Groups (3-6) Focus Groups (6-10) Supergroups (10-20) 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 28/05/14 10 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 Topic Concerns • Detailed individual experiences, choices, biographies • Sensitive issues that might provoke anxiety • Issues of public interest or common Participants • Time-pressed participants or those difficult to recruit (e.g., elite or highstatus participants) •Participants with sufficient language skills (e.g., those older than seven) • Participants whose distinctions would inhibit participation • Participants whose backgrounds are 28/05/14 inquiry and the language of the field • Explore a range of attitudes, opinions, and behaviors • Observe a process of consensus and disagreement concern • Issues where little is known or of a hypothetical nature 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 11 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 28/05/14 12 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 28/05/14 13 IV QUALITATIVE DATA ANALYSIS QUALITATIVE vs QUANTITATIVE ANALYSIS Similarities Using reasoning to infer empirical data to abstract concept/theory Differences Quali data analysis is less standardized/more flexible Quali data analysis begins early in Applying public method/procedure the process, while still collecting data (until saturation) Comparing similarities/differences Quali data analysis creates new is the central process concepts/theory; not test them Quali data analysis is closer to raw Avoiding errors, false conclusions, data/ less abstract, less precise, context-based, more-than-one misleading inferences meaning 28/05/14 14 IV QUALITATIVE DATA ANALYSIS THREE BASIC PROCEDURE: Description – Classification - Connection • Step 1: Phenomenon description 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 28/05/14 15 IV QUALITATIVE DATA ANALYSIS THREE BASIC PROCEDURE: Description – Classification - Connection • Step 2: Phenomenon classification Purpose: to classify codes/concepts into categories Technique: axial coding Guide: + Focus to work on codes/concepts created in step + 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 28/05/14 16 IV QUALITATIVE DATA ANALYSIS THREE BASIC PROCEDURE: Description – Calssification - Connection • Step 3: Concepts 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 28/05/14 17 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 28/05/14 18 End session 28/05/14 19 ... interviews • • • • • 28/05/14 Dyads (2) Triads (3) Mini-Groups ( 3- 6) Focus Groups ( 6-1 0) Supergroups (1 0-2 0) Focus group interview • Typically consists of 6-1 0 members + a moderators leading the discussion... abstract, less precise, context-based, more-than-one misleading inferences meaning 28/05/14 14 IV QUALITATIVE DATA ANALYSIS THREE BASIC PROCEDURE: Description – Classification - Connection • Step 1:... study for cross-case analysis • Choose participants from different org levels, or different perspectives of the same situation or process 28/05/14 13 IV QUALITATIVE DATA ANALYSIS QUALITATIVE vs