Bài giảng Quản trị thương hiệu - Chapter 17 Reading and Writing the Qualitative Research Report

Chapter 17Reading and Writing the Qualitative Research ReportA qualitative study is not complete until the research report is writtenSignificantly different from quantitative reportResearcher analyzes data and writes the analysis in back-and-forth reflective stepsWriting the report is part of developing the interpretation of the data1Copyright c 2001 The McGraw-Hill Companies, Inc.Characteristics of Qualitative Research ReportsAuthor is a guide Helping the reader move through unfamiliar interactionHelping the reader see familiar interaction in a new wayDoes description and analysis increase readers’ understanding of how humans construct and share meaning?2Copyright c 2001 The McGraw-Hill Companies, Inc.Parts of the Qualitative Research ReportIntroductionSummary of the literatureDescription of data collection and analytical techniquesReport of the interpretation and analysesImplications of findingsFuture research3Copyright c 2001 The McGraw-Hill Companies, Inc.Preparing to WriteBecause qualitative research produces abundant data –need to judiciously edit data to a manageable amountDecide what to tell and how to tell itWhat is the basic story?Who will do the telling?Authorial voice?4Copyright c 2001 The McGraw-Hill Companies, Inc.Adopting a Writing StyleRealistAuthor narrates in third person; author almost absent; conveys the view of those observedConfessionalResearcher is present; written in first person to reveal researcher’s point of view ImpressionistLiberal use of metaphors, imagery to tell the story5Copyright c 2001 The McGraw-Hill Companies, Inc.Presenting the Core Idea or QuestionIntroductory premise to serve as frame for what followsProvide explanations Why researcher was in this particular settingWhy this setting is important or interestingOr, begin with more traditional literature review6Copyright c 2001 The McGraw-Hill Companies, Inc.Writing about the MethodWhen/where the fieldwork was conductedExtent of researcher involvement in the interaction environmentDetailed information about the participants, context, and sceneSteps and methods for analyzing the dataExtent to which data were triangulated7Copyright c 2001 The McGraw-Hill Companies, Inc.Revealing the Identity of ParticipantsKeep your agreement about confidentiality and anonymity with participantsMay need to develop fictitious namesSometimes must go beyond simply changing name of people, place, and organizationBut do not camouflage an identity so that it is misleading8Copyright c 2001 The McGraw-Hill Companies, Inc.Results and DiscussionImpossible to present all of the dataSelect and condense data in relationship to the analysesFind appropriate balance between description and analysisIdentify and present an organizing schemeDecide how to use participants’ quotes9Copyright c 2001 The McGraw-Hill Companies, Inc.Drawing and Supporting ConclusionsWhat decisions can be made given the descriptions and analyses presented?Closing paragraphsWhat has been attempted?What has been learned?What new questions have been raised?Consider statement of personal reflection10Copyright c 2001 The McGraw-Hill Companies, Inc.Revisiting Your AnalysisAnalytical skills are related to writing skillsAccuracy and exactnessEconomicalConclusions should be consistentConclusions should ring trueFramework apparent to readerExplain as much of the data as possibleHeuristic and fertile11Copyright c 2001 The McGraw-Hill Companies, Inc.Finishing the Qualitative Research ReportTitleEliminate “A Qualitative Study of . . .”Title pageAbstractOverall objective of researchBrief explanation of research methodBrief summary of results12Copyright c 2001 The McGraw-Hill Companies, Inc.Using the APA Style ManualCiting others’ workDirect citationIndirect citationCreating the reference listComplete alphabetical list by authors’ last namesIncludes all literature cited in the reportAccuracy13Copyright c 2001 The McGraw-Hill Companies, Inc.