THE ABCs OF QUALITATIVE RESEARCH
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Transcript THE ABCs OF QUALITATIVE RESEARCH
The ABCs of Qualitative
Research
TUESDAY, MARCH 4, 2014
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THE ABCs OF QUALITATIVE
RESEARCH
NICOLE L. STURGES
ASSISTANT DIRECTOR
CENTER FOR SURVEY RESEARCH
Qualitative research defined
SESSION
AGENDA
Qualitative vs. Quantitative
Methods for collecting qualitative
data
In-depth interviewing/focus
group discussions
Key study design considerations
Qualitative analysis options
Reporting and presenting your
qualitative data
CSR qualitative services
Questions?
WHAT IS QUALITATIVE RESEARCH?
Allows researchers to delve deeper and gather an
in-depth understanding of a particular topic
The “whys?” and “hows?”
QUALITATIVE VS. QUANTITATIVE RESEARCH
Qualitative
Quantitative
Objectives
(when to use)
• Exploration and discovery
• Context and depth
• Interpretation
• Quantify
• Generalize information
about a population
• Describe characteristics of a
population
Examples
Focus groups, in-depth
interviews, etc.
Telephone surveys, web
surveys, etc.
Data format
Text
Numerical
Flexibility in study
design
• Data collection and questions
adjusted based on discussion
and what is learned
• Stable from beginning to
end
Cost
• Can be a cheaper option
• Typically more expensive –
pay interviewers, phone
bill, sample, etc.
QUALITATIVE DATA COLLECTION METHODS
Interviews
In-depth one-on-one interviews with a trained interviewer
Focus Groups
Small group interview, usually 6 to 10 people lead by an
experienced moderator
Participant Observation
Recording behaviors of people in their own environment
Other
Self-reports of knowledge or attitude, including: field logs or
diaries
IN-DEPTH PERSONAL
INTERVIEWS
IN-DEPTH PERSONAL INTERVIEWS
One-on-One with trained interviewer
Can be conducted face-to-face or via telephone
Typically last 30-60 minutes
Useful when you want detailed information about an individual’s
thoughts or behaviors
Useful for more personal or sensitive topics
Some examples:
Program evaluation
Needs assessment
Instrument development
ADVANTAGES VS. CHALLENGES OF
IN-DEPTH INTERVIEWS
ADVANTAGES
Provides more detailed
information with little burden for
the respondent
Respondents can feel more
CHALLENGES
Time consuming
Not generalizable
comfortable to open up and discuss
Utilize non-verbal communication
in your research
Flexibility
Dependent on the skills of
the interviewer
QUALITATIVE INTERVIEWERS
Interviewing requires a high level of training and
skill
Understand what you are trying to get out of interviews
Filter and draw out information
Keep respondent on track
Use proper interviewing techniques
Active listening
Avoiding yes/no and leading questions
Avoiding bias/no personal opinions
Probing
Patience
FOCUS GROUPS
FOCUS GROUPS
Small group discussions/interviews led by a trained
moderator
Useful when:
Looking for a range of ideas or feelings from people
Trying to understand differences between groups or categories
of people
Information is needed to help design a quantitative study (i.e.
survey instrument development)
Trying to clarify data already collected from a quantitative
study
ADVANTAGES VS. CHALLENGES OF
FOCUS GROUPS
ADVANTAGES
Group dynamic
Utilize non-verbal
communication in your
research
Flexibility
Client or sponsor involvement
CHALLENGES
Need a trained focus group
moderator
The dominant personality
Time consuming
Not generalizable
TRAINED FOCUS GROUP MODERATOR
Highly skilled and trained in moderating skills
Proper techniques including:
Active listening
Probing
Flexibility and patience
Group interaction skills
Pleasant personality – make people feel comfortable
An untrained moderator will not yield high quality
data!
CSR has trained moderators
KEY CONSIDERATIONS
STUDY DESIGN CONSIDERATIONS FOR
IN-DEPTH INTERVIEWS AND FOCUS GROUPS
LOGISTICS
How many groups to conduct/people to interview?
Considerations
Breadth and depth of research on your topic/issue; may need a
literature review
Your population
Level of analysis needed
Basic logistics (budget, travel, availability, etc.)
Saturation, or the point when you have heard a variety of ideas and
you are no longer getting new information
Krueger & Casey (2000) suggest the rule of thumb is 3-4 focus
groups with any one type of participant.
MORE LOGISTICS
Consider your participants when setting the date and time for
your session or interview.
Focus groups typically last 1-2 hours
In-depth interviews last 30 minutes to an hour
Location
Easily accessible, convenient, good parking
Room considerations
Private – able to close a door
Quiet with minimal distractions
For focus groups consider:
Large table that is conducive to group discussion
Availability of food or catering
Examples - Hotel meeting rooms, community rooms, libraries, etc.
•
Room on Penn State
Harrisburg campus
in Church Hall
•
Comfortably seats 15
•
Ample parking
•
Private viewing room
with a one-way
mirror
•
Audio/visual
equipment available
•
IT support
•
Other services
available, contact
CSR if interested
[email protected]
FOCUS GROUP FACILITY
RENTAL
RECRUITING PARTICIPANTS
How do you find participants?
List
Random mailing/phone screening
Advertisements/flyers
Key stakeholder groups
Onsite intercepts
Piggyback
Snowball recruiting
Over-recruit or create a waiting list
Recruiting is the most challenging and timeconsuming part of qualitative data collection!
TIPS AND
STRATEGIES
TO HELP
YOU
RECRUIT
RECRUITING
BOOST YOUR RECRUITING NUMBERS
Offer incentives – worth the investment!
Money
Food
Gift
cards
Show the importance of participation
Make personal contact
Pre-notification letter or email
Send a confirmation letter or email
Make reminder calls to each participant
LINE OF QUESTIONING
Remember your research question!
Open-ended and conversational
Clear and easy to say
Stick with short
How many?
Focus Groups - 8 to 12 questions
In-depth Interviews - Up to 15 questions
FUNNEL
APPROACH
One way to help you
design your
moderator’s guide or
in-depth interview
guide.
Greeting (Pre-Session)
Opening/Welcome
Introductory
Questions
Key
Questions
Closing
Greeting & PreSession Activities
•
Greet participants as
they arrive
•
Engage in small talk
•
Make participants
feel comfortable
•
Pre-session activities
•
Informed consent
forms (if applicable)
•
Intake form
(demographics)
•
Answer questions
•
Address concerns
Greeting (Pre-Session)
Opening/Welcome
Introductory
Questions
Key
Questions
Closing
•
Start of your
questioning
•
Thank participants
•
Give your name and
names of any other
researchers in the
room
•
Purpose of the focus
group or interview
•
Confidentiality
•
Duration
•
Instructions
•
Reminder if audio
recording
•
Introductions of
participants
Greeting (Pre-Session)
Opening/Welcome
Introductory
Questions
Key
Questions
Closing
•
Introduce discussion
topic
•
Broad, open-ended
questions
•
Easier to answer to
encourage
participation
Greeting (Pre-Session)
Opening/Welcome
Introductory
Questions
Key
Questions
Closing
•
Specific questions
that will answer your
main research goals
•
Plan to spend most
of your time here
•
Be sure to probe and
clarify responses to
get as much
information as you
can
Greeting (Pre-Session)
Opening/Welcome
Introductory
Questions
Key
Questions
Closing
•
Wrap up discussion
Greeting (Pre-Session)
•
If time allows, give
participants time to
provide additional
comments
Opening/Welcome
•
Thank participants
for their time and
effort
Introductory
Questions
Key
Questions
Closing
ANALYSIS & REPORTING
DATA ANALYSIS OPTIONS AND SHOWCASING
YOUR QUALITATIVE DATA
•
What the participants
say during the
interview or
discussion is the
essential data
•
Notes, audio or video
files, and transcripts
can all capture your
data
•
Purpose helps drive
analysis of your
qualitative data
•
Identify key
themes/topics
•
Use quotes for
support
ANALYZING
QUALITATIVE DATA
Qualitative
Analysis
Software
•
Many software
options available
•
Helps researchers to
organize, code, and
analyze nonnumerical data
•
Is this the right tool
for me to analyze my
qualitative data?
QUALITATIVE ANALYSIS SOFTWARE
Nvivo
Atlas.ti
Dedoose
Data formats
Word docs, PDFs,
spreadsheets, audio and
video files, social media
data, web pages, and more
Text, graph, audio and video
formats; transcription work
can also be done in the
software
Numbers, text, transcripts
or photos
Data coding
Robust pattern autocoding
Auto-coding available
No auto-coding
Visuals
Range of visualization
options for data
Visualization options
available
Over 40 interactive data
visualizations
Compatibility
Desktop (Windows;
working on Mac)
Desktop (not compatible with
Mac)
Web-based (can use on
Windows or Mac)
Cost
Educational = $670
Government = $1,340
Free 30 day trial
Educational = $670
Government = $1,290
Free trial but with limitations
Monthly fee of $12.95
(less if multiple users)
Free 30 day trial
REPORTING
What is the purpose of your report?
*NOTE: this should be determined at the beginning of your research project!
Brief or full report?
Five principles of reporting (Krueger/Casey 2000)
Get to your point quickly!
Make sure your report is clear and conveys your ideas
effectively
Enlighten your audience
If possible, involve others in the study and reporting
Use multiple reporting strategies (narrative, audio, video,
visuals, etc.)
“JAZZ UP” YOUR REPORT
Can include visualization tools from qualitative
analysis software
Word clouds
www.wordle.net
www.worditout.com
Pull quotes throughout your report
Charts/tables
Maps
Audio or video clips
Consider your audience and what you are
trying to convey with your report!
CSR QUALITATIVE RESEARCH SERVICES
Study design
Interview guide /intake form
development
Literature reviews
Sampling
Recruiting
Logistics
Moderating services
In-depth interviewing
Interviewer training
Transcription
Analysis
Reporting
FREE cost estimates!
OTHER CSR RESEARCH SERVICES
Telephone surveys (both landline
and cell phone calling)
Penn State Poll – statewide
omnibus poll
20-seat call center on Penn State
Harrisburg campus
Web surveys
Digital Dashboards
Research workshops and lectures
FREE cost estimates and much
more!
Visit our website for more information
http://csr.hbg.psu.edu
LIKE CSR ON FACEBOOK!
https://www.facebook.com/PSUCSR
Be the first to get CSR news
Learn about upcoming CSR workshops
Keep up on research trends
Connect with other researchers
Nicole L. Sturges
Assistant Director
Center for Survey
Research
[email protected]
717-948-6117
http://csr.hbg.psu.edu
QUESTIONS?