Bài giảng Quản trị thương hiệu - Chapter 14 Designing Qualitative Research

Chapter 14Designing Qualitative ResearchVariety of methodologiesResearcher is primary data collection instrumentParticipation and observation are integratedFocuses on specific interactants in specific communication contexts and events1Copyright c 2001 The McGraw-Hill Companies, Inc.Researcher’s Role in Qualitative MethodologiesRole of researcher is integrated within the context of individuals being observedIn the research context for extended periods of timeObserves the communication firsthand2Copyright c 2001 The McGraw-Hill Companies, Inc.Forms of Participant ObservationComplete participantParticipant-as-observerObserver-as-participantComplete observer3Copyright c 2001 The McGraw-Hill Companies, Inc.Intimate Role of the ResearcherObservation is theory-ladenResearcher may develop social and emotional relationships Researcher may find it difficult to distance him/herself to draw conclusionsResearcher may be overinfluenced by first impressions4Copyright c 2001 The McGraw-Hill Companies, Inc.Developing TrustTrust must be addressed due to researcher’s intimate role with participantsMust be addressed in first contactTrust is person-specificTrust is established over timeTrust can be destroyed with one eventTrust between researchers and participants is paramount5Copyright c 2001 The McGraw-Hill Companies, Inc.Identifying the Research FocusIs the research question personally interesting or compelling?Should be contextually bound Each project will result in a unique design solutionDevelop a purpose statement as a road mapConsider researcher’s flexibility to fit in6Copyright c 2001 The McGraw-Hill Companies, Inc.Consulting the LiteratureBecome familiar with content literatureTerminology or practices in this settingTheories that can be supported or refutedBecome familiar with research which used the method you’re planning to useBecome familiar with research techniques before gaining access7Copyright c 2001 The McGraw-Hill Companies, Inc.Research Questions or Hypotheses?Qualitative tends to emphasize description and explanationHypotheses are rareMore commonResearch question or series of questions Research purpose or objective 8Copyright c 2001 The McGraw-Hill Companies, Inc.Gaining AccessConsiderWhat would you tell the people you approach that you wanted to study?What if they asked why you want to study them?Always consider alternative ways of gaining accessResearcher can still invade personal space or private conversations in public settings9Copyright c 2001 The McGraw-Hill Companies, Inc.Gaining AccessIf you take on a covert role, your acceptance by others depends on your ability to play the partConsider a gatekeeper or sponsorWill your observations provide the data you need?Is the setting suitable?Can you observe what you want to observe?Will your observations be feasible?Can you observe in such a way that you are not suspect to others?10Copyright c 2001 The McGraw-Hill Companies, Inc.Becoming Familiar with People and PlacesDraw a map of the interaction settingTake a tourAsk for relevant backgroundDevelop rapport Ask simple questionsLearn people’s names and titlesIdentify a key informant11Copyright c 2001 The McGraw-Hill Companies, Inc.Sampling Qualitative DataImpossible to observe every interaction of all interactantsDetermine the sample by identifying settings, persons, activities, events, and timeDistinguish between routine, special, and untoward eventsRandomly selecting days and times increases the representativeness of your observations 12Copyright c 2001 The McGraw-Hill Companies, Inc.Successful ObservationObserving is purposeful not accidentalBe aware of the interdependence among people observed, their social situation, and the contextObserve for prolonged periods of timeObservation strategiesSeamless containerAsk questionsWrite descriptive then analytical notes13Copyright c 2001 The McGraw-Hill Companies, Inc.Field NotesField notes – created on the spot; a sequential record of what was observedRead through and reflect immediately after leaving the sceneJot down additional detail or questionsNumber and date each pageTake lots of notes – more than you believe are necessary14Copyright c 2001 The McGraw-Hill Companies, Inc.Taking Notes with Audio or VideotapingDepends on the situation and researcher roleSome people are uncomfortable with recording devicesEven the best recordings cannot capture the full spectrum of nonverbal behaviorRecording devices can failEthically maintain the recordings – they cannot be played for others or circulated15Copyright c 2001 The McGraw-Hill Companies, Inc.If You Can’t Take NotesRetreat to a setting away from the interaction sceneTake frequent breaks so you don’t overload your memoryAfter leaving the interaction setting, review the notes you made – add detail and ask questions16Copyright c 2001 The McGraw-Hill Companies, Inc.What Constitutes Data in Qualitative Research?The concept of data is broadly cast in qualitative research – ranges from public to privateMore continuous than discreteField notesRecordingsWritten or electronic documentsPhotographs or mapsArtifacts17Copyright c 2001 The McGraw-Hill Companies, Inc.Analyzing Qualitative DataProcess of identifying themesBegins just after the first data collection sessionReflexive process – move back and forth between data collection and data analysis to develop and test tentative conclusionsInductive – working from specific to general18Copyright c 2001 The McGraw-Hill Companies, Inc.Analyzing Qualitative DataRead, listen to, or view every piece of data several times – immerse yourselfGet sense of overall dataStart broad list of themesReview the literature that guided your studyReview data for these themesSpend as much time analyzing data as collecting it19Copyright c 2001 The McGraw-Hill Companies, Inc.Analyzing Qualitative DataBegin at points of conflict, tension, or contradictionDevelop written summaries of themes or eventsDevelop tables or graphs Do not discard any data20Copyright c 2001 The McGraw-Hill Companies, Inc.TriangulationTriangulation – use several kinds of methods or data to validate research outcomesData triangulationInvestigator triangulationObserve at different times and intervalsObserve multiple parties over a period of timeRespondent validation21Copyright c 2001 The McGraw-Hill Companies, Inc.Threats to Reliability and ValidityObservations made over long periods of timeIndividuals observed change or matureParticipant attritionUnfamiliar with communication culture being observedPresence of a political agenda Participants develop reactive effects to observer or to being observed22Copyright c 2001 The McGraw-Hill Companies, Inc.Your Impact as a ResearcherYour sex, age, and ethnicity affect what you observe and how you observe itReport similarities and differences that you believe affected data collection or interpretationUse research teams withMales and femalesDifferent age groups representedSeveral ethnic, racial, or cultural groups represented23Copyright c 2001 The McGraw-Hill Companies, Inc.Credibility as the CriterionCredibility may replace reliability and validityPlan for and carry out the research so that findings are believable to othersUse respondent validationParticipants can correct errorsParticipants can challenge interpretationsParticipants can provide their perspective24Copyright c 2001 The McGraw-Hill Companies, Inc.