Principles of Qualitative Research: Designing a Qualitative Study
Dec 19, 2019
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Principles of Qualitative Research: Designing a Qualitative Study. John W. Creswell, Ph.D. Vicki L. Plano Clark, M.S. Objectives. As a group activity, to plan a qualitative study on the topic of leadership (you may plan a study on your topic, if you wish)
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Principles of Qualitative Research: Designing a Qualitative Study John W. Creswell, Ph.D. Vicki L. Plano Clark, M.S.
Objectives • As a group activity, to plan a qualitative study on the topic of leadership (you may plan a study on your topic, if you wish) • To develop a PowerPoint presentation of this group plan • To cover some basic ideas about qualitative research (set all of us on the same footing) using the “Gunman” qualitative case study as an example • To introduce you to the idea of traditions or “types” of qualitative research Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
What we need to know to develop this plan: • What is qualitative research? • What types of problems are best suited for qualitative research? • How to write a qualitative purpose statement and research questions • What tradition or type of qualitative research best fits our research problem? • What types of qualitative data we should collect? • Identifying our procedures for analyzing the data • Assessing our software packages that will help with data analysis Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Qualitative research is an inquiry approach in which the inquirer: explores a central phenomenon (one key concept) asks participants broad, general questions collects detailed views of participants in the form of words or images What is qualitative research? Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Qualitative research is an inquiry approach in which the inquirer: analyzes and codes the data for description and themes interprets the meaning of the information drawing on personal reflections and past research and writes the final report that includes personal biases and a flexible structure. (adapted from Creswell 2002, p. 58) What is qualitative research? Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
What do we need to keep in mind when designing a qualitative study? • Focus on process as well as outcomes • Let the design emerge • Use inductive reasoning • Develop a complex picture of the phenomenon (studying many ideas with few participants and sites) • Discuss the context of the phenomenon • Follow the “scientific method” (e.g., problem, questions, method, results) Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Starting our plan • Let’s provide a title for our project Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Start with a research topic and a research problem • Identify the subject area or topic for the study • Specify the research problem: The practical issue that leads to a need for your study. • Complete these sentences: • “The topic for this study will be…” • “This study needs to be conducted because…” Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s write down the topic and the research problem leading to our study Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Now we will write a good qualitative purpose statement: • What it includes: • Single sentence • “The purpose of this study . . .” • Central phenomenon • Qualitative words (e.g. “explore,” “understand,” “discover”) • Participants • Research site Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Quantitative research Qualitative research Understanding the central phenomenon: Independent Variable Dependent Variable influences Y X Y Central Phenomenon Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s stay away from quantitative language that might mislead readers • What is not included in this statement: • Not a comparison • Not relating variables • Not proving hypotheses • Not measuring variables Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Here is a script for a good qualitative purpose statement: “The purpose of this qualitative study (replace later with type of qualitative tradition) will be to ______(understand, describe, develop, discover) the ________(central focus) for _______(participants: person, process, groups) at ______________(site)." Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Writing good qualitative research questions • Questions narrow the purpose • Two types: • Central question • The most general question you could ask • Sub questions • Sub-divides central question into more specific topics questions • Limited number Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Use good qualitative wording for these questions • Begin with words such as “how,” “what,” • Tell the reader what you are attempting to “discover,” “generate,” “explore,” “identify,” or “describe” • Ask “what happened?” to describe • Ask “What was the meaning to people of what happened?” to understand • Ask “What happened over time?” to explore a process Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Avoid words such as: • “relate” • “influence” • ”impact” • “effect” • “cause” Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Scripts to help design qualitative central questions and sub-questions: Central Question Script: (usually write only one) “What does it mean to ______________ (central phenomenon)?” “How would _________ (participants) describe __________ (central phenomenon)?" Sub-Question Script: “(What) ______________ (aspect) does ______ (participant) engage in as a _____________(central phenomenon)?” Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Write the purpose statement, central question, and sub-questions for our qualitative study Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s design the methods for this qualitative study. What to include: • Data collection • Data analysis • Data representation • Data interpretation • Data validation • The type of qualitative “tradition” we will use in our methods Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
What are the qualitative traditions? • Narrative research • Phenomenology • Ethnography • Grounded Theory • Case Study Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
The Qualitative Traditions
What criteria will we use to select a tradition? • Intent or focus • Audience • Personal training/skills • Personal comfort level with structure Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Now, let’s select a tradition for our study • Choose a qualitative tradition for our research problem. • Tell why we chose it and how it relates to the study’s purpose. Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Within this tradition, what data will we collect? • Who will be studied? • What information will be collected? Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Four considerations for selecting people/sites to study: • Can the people and sites help us learn about our central phenomenon? (purposefully select people and sites) • How many people and sites should we study? (keep sample size small) • Do we have access? (gain access) • Do we have permissions (obtain permissions) Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
What types of information can be collected in qualitative research? • Observations • Interviews • Documents • Audio-Visual Materials Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
If we choose to observe, how do we do it? • Create an observational protocol • Record descriptive notes • Record reflective notes • Decide on your observational stance • Enter site slowly • Conduct multiple observations • Summarize at end of each observation Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
If we choose to interview, how do we interview? • Decide on the type of interview to use • Individual • Focus group • Telephone • e-mail • Create an interview protocol • Ask open-ended questions (5-7) • allows the participant to create options for responding • participants can voice their experiences and perspectives • If possible, tape record and transcribe for analysis Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s write down in our plan our data collection approach • Sites to be studied • People to be studied • Permissions needed • Types of data to be collected • Forms needed for data collection Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Once we collect the data, how will we analyze it? The overall process Codes the Text for Description to be Used in the Research Report Codes the Text for Themes to be Used in the Research Report The Researcher Codes the Data (i.e., locates text segments and assigns a code to label them) Interactive Simultaneous The Researcher Reads Through Data ( i.e., obtains general sense of material) The Researcher Prepares Data for analysis ( e.g., transcribes fieldnotes) The Researcher Collects Data (i.e., a text file, such as fieldnotes, transcriptions, optically scanned material) Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
More specific steps in the analysis process • Exploring the database • Coding the data • Developing findings - a description and themes • (Re) presenting the description and themes • Interpreting the findings • Validating the findings Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
How do we first explore the database? • Obtain a general sense of the data • Write down memos on hard copy • Think about the organization of the data • Consider whether more data are needed Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Then we engage in the coding process that involves several steps: Divide text into segments of information Reduce Overlap and redundancy of codes Label segments of information with codes Collapse codes into themes Initially read through data Many Pages of Text Many Segments of Text Codes reduced to 20 30-40 codes Reduce Codes to 5-7 Themes Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
How do we divide the text into segments? (actual coding) • Transcribe the interview • Initially read through for general meaning • Determine coding frame (sentence, paragraph, or phrase) and determine what the person is saying in the coding frame • Assign code labels in left margin • Use in vivo coding (their words) when possible • Do not over code - practice “lean coding” • Stay away from interpreting comments (10 sec rule) • Look for overlap among codes • Combine codes into 5-7 themes Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
What are themes? • Themes are broad categories of information (codes grouped together) • Themes can describe a setting • Themes can describe what occurred • In the 5-7 themes, have some be: a) what you would expect; b) what you would not expect (unusual themes) • Themes can also be related (chronology, grounded theory model) Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s practice the coding procedures using a sample two-page transcript on the topic of how department chairs balance their personal and professional lives Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Describe the procedures we will use for analyzing the data Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
In this analysis process, should we use a computer program to help? Some computer programs available: Atlas.ti http://www.atlasti.de/index.htmlN6 http://www.qsrinternational.com/NVivo http://www.qsrinternational.com/Maxqda http://www.maxqda.com
Demonstration of the basic features of N6 including: • entering documents (we will enter the department chair project we have coded) • coding texts • tree diagram • searching codes Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
How will we report our findings? (What topics do we present in the findings?) • We might describe the setting • We might identify and discuss 5-7 themes (including multiple perspectives, good quotes, useful dialogue, even metaphors or analogies) • We write in detail • We try to make the narrative as realistic as possible (even note tensions/contradictions) • We report the narrative in a way consistent with our tradition • Narrative – typically a chronology • Phenomenology – typically description building toward the essence of the phenomenon • Ethnography – description of the setting and cultural themes that display the way culture-sharing works • Grounded theory – categories of information leading to a theoretical model • Case study - description of the case and themes of the case Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
As we present these findings, what visual presentations can we use to convey them? • Create a visual image of the information in a “comparison” table • Depict physical layout of the setting • Describe personal or demographic information for each person or site • Present a model of a theory Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
At the end of our study, what interpretations can we make? (Discussion section of studies) • Interpretation is stepping back – asking what all of this means; it is not neutral • Options: • We can give our own personal reflection (based on our experiences, history) • We can compare our findings with the literature • We can summarize in a general sense what we found • We also need (as shown in scholarly discussion sections) • Raise potential limitations in our study • Make suggestions for future research • Discuss the practical implications for our study Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
How do we know that our interpretation (or themes, or questions, or the entire research report) is accurate? • Member checking: Members check the accuracy of the account • Triangulation: Looking for themes across different types of data; different researchers; different participants • Others: peer review, external audit, report disconfirming evidence, clarify researcher’s stance, thick description, prolonged time in the field Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s put it all together – What topics are addressed in a proposal for a qualitative study? • Introduction • Statement of the problem (including literature) • Purpose of the study • Research questions • Delimitations and limitations Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
A qualitative proposal (cont’d) • Procedures • Characteristics of qualitative research (optional) • Qualitative research strategy • Role of the researcher • Data collection procedures • Data analysis procedures • Strategies for validating findings • Narrative structure Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
A plan for a qualitative proposal • Anticipated ethical issues • Significance of the study • Preliminary pilot findings • Expected outcomes • Appendices (interview questions, observational forms, timeline, and proposed budget) Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
Let’s review the plan we have developed collectively and share plans that you have developed on your own Office of Qualitative & Mixed Methods Research, University of Nebraska, Lincoln
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- Preferences
The Principles of Qualitative Research - PowerPoint PPT Presentation
The Principles of Qualitative Research
The principles of qualitative research. hugh willmott. research professor in ... in n.c. smith and p.dainty (eds), the management research handbook, london: routledge ... – powerpoint ppt presentation.
- Hugh Willmott
- Research Professor in Organizational Analysis
- Cardiff Business School
- Home Page http//dspace.dial.pipex.com/town/clos e/hr22/hcwhome
- Module Outline
- Introductions me and you
- Defining Qualitative Research
- Challenges of Qualitative Research
- Theoretical and practical introduction to key issues involved in the production, analysis and presentation of qualitative data
- specific reference to business and management-related fields of study.
- Develop an understanding of the main issues encountered in the process of designing and pursuing qualitative analysis
- exclusive focus on non-quantitative data
- or occurring within the context of numerical data construction and interpretation
- Theoretical traditions
- - range of different approaches, perspectives, paradigms
- Design Issues
- - alternative principles and strategies
- Data collection/construction
- - diverse ways of collecting/constructing data
- Claims and issues in social research
- - concerns about reliability, validity, generalizability, reflexivity, ethics, etc.
- Management Sciences graduate
- Relevance of social theory (across the social sciences) for study of management and organization
- Appeal of critical social theory (purpose is to change the world, not just to understand it)
- diverse forms of critical social theory
- emancipatory intent
- Critical Management Studies (CMS)
- Involvement in numerous qualitative studies
- For example
- Management of single homeless people field study
- Management control (x 2) case studies
- Strategy case studies
- Accounting Regulation field study
- Changing Employment Relations (case studies)
- plus supervision of PhD students (PR, new media, business education, strategy, ethics, new manufacturing practices, mutuals,etc)
- Topic Stance/Approach - Background
- Topic of research what is it and how did it emerge?
- Intended approach/perspective for undertaking the research what is it and why this choice?
- Background academic and anything else considered relevant
- What issues have emerged, and what has been learned about the presentation of research?
- Focus and Scope
- Defensibility of perspective
- Preparedness
- Ethics of research how deep to probe?
- Politics of research hidden agendas? judgments?
- Implicit assumptions and understandings re. meaning of research framing of questions and answers
- Management of identity as interviewer and interviewee process of negotiation
- Selective construction and (re)presentation of research findings (see above!)
- A researcher is called in by a top manager to study the effects of an innovative change programme that has recently been implemented, at great cost and with much publicity, at the managers insistence. The research shows that the programme has had little or no effect. The manager angrily instructs the researcher not to publish the study even though the researcher had said at the start that freedom to publish was a condition of doing the work. A.B.Thomas (2004), Research Skills for Management Studies, London Routledge, p. 89
- Health Warning. There is no single definitive answer to this question (just take a look at the different representations of qualitative research to be found in the numerous textbooks on the subject!). Here is one recently provided in a specialist article on the subject published in the top management journal, Academy of Management Journal)
- 1. Qualitative research is multimethod research that uses an interpretive, naturalistic approach to its subject matter (Denzin Lincoln, 1994). Qualitative research emphasizes qualities of entitiesthe processes and meanings that occur naturally (Denzin Lincoln, 2000 8).
- 2. Qualitative research often studies phenomena in the environments in which they naturally occur and uses social actors meanings to understand the phenomena (Denzin Lincoln, 1994 2).
- 3.Qualitative research addresses questions about how social experience is created and given meaning and produces representations of the world that make the world visible (Denzin Lincoln, 2000 3). Beyond this, qualitative research is particularly difficult to pin down because of its flexibility and emergent character (Van Maanen,1998 xi).
- 4. Qualitative research is often designed at the same time it is being done it requires highly contextualized individual judgments (Van Maanen, 1998 xi) moreover, it is open to unanticipated events, and it offers holistic depictions of realities that cannot be reduced to a few variables (pp 454-55)
- Multiple methods (observation, interviewing, documentation, etc)
- Focus upon naturally occurring meanings
- Attention to actors frame of reference or sense-making
- Emergent in direction and interpretation
- Continuous adjustment iterative
- Holistic (opposite of fragmented or highly selective)
- Continuous exercise of judgment (craft)
- Research is a craft. Like other crafts activities are not analyzableUnexpected problems appear. Procedures are not available to describe each aspect of research activityThrough practice one learns to ask research questions, how to conduct research projects, and what to strive for when writing a research paper
- R. Daft, Learning the Craft of Organizational Research, Academy of Management Review, 8, pp 539-46 cited in A. Thomas (2004), Research Skills for Management Students, London Routledge, p. 4
- Foregrounding the significance of context and particularity
- Contesting outsiders accounts of the inside
- Resistance to pressures for reduction to set of protocols
- Development of theoretical generalization
- Formation of critical yet productive and creative ways of thinking and doing (J. Mason (2005), Qualitative Researching, London Sage, p. 4)
- Developing a type of rigor and systematicity that is appropriate to qualitative research. Key importance of reflexivity - confronting and often challenging your own assumptions, and recognising the extent to which your thoughts, action and decisions shape how you research and what you see (Mason, ibid, p. 5).
- Systematic and rigorous but not rigid
- Accountable endeavour to make it amenable to assessment
- Strategically conducted thoughtfully planned but attentive to changing circumstances
- Reflexive recurrently ask difficult questions re. role of researcher in research process (a researcher cannot be neutral, objective or detached, from the knowledge and evidence they are generating)
- Provide explanations or arguments, not mere descriptions that appear to be factual (qualitative researchers should recognize that they are producing arguments, and should be explicit about the logic on which these are based, my emphasis)
- Recognise that the distinction between qualitative and quantitative is not clear-cut.
- Recognise that research is a moral practice involving numerous moral and political dilemmas
- The meaning of qualitative research
- where are its boundaries? what are its methods? what makes it research?
- The standing of qualitative research
- is it inferior (anecdotal, illustrative) or preparatory to quantitative research?
- should qualitative research comply with the protocols and by judged by the criteria attributed to quantitative research re. validity, etc?
- The ethics of qualitative research
- is qualitative research unacceptably intrusive? What accountability is there of the researcher to the researched?
- The conduct of qualitative research
- what stance/ approach to take? Which methods to use? What skills to develop? What justifications to invoke?
- Topic and Stance/ Approach
- Safe but dull
- Risky but personally satisfying?
- P. Cryer (1996), The Research Students Guide to Success, Buckingham Open University Press
- Homan, R. (1991), The Ethics of Social Research, London Longman
- P. Jeffcutt and A. B.Thomas (1991), Understanding Supervisory Relationships in N.C. Smith and P. Dainty (eds), The Management Research Handbook, London Routledge
- M. Tayeb (1991), Inside Story The Sufferings and Joys of Doctoral Research, Organization Studies, 12 301-4
- Watson, T.J. (1994), Managing, Crafting and Researching Words, Skill and Imagination in Shaping Management Research, British Journal of Management, Special Issue, 5 77-87
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An Introduction to Qualitative Research
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