2: Qualitative research Flashcards
Why do qualitative research? 2 reasons
To gain more in-depth understanding:
- How n why the observed outcomes are generated
- learn unexpected, not searched-for insights
3 types of qualitative data
1- interviews
2- observations (all kinds of behaviors: ethnography!)
3- documents, incl. multimedia
Sampling (interviewees) for qualitative research:
2 attributes
- is crucial: limits conclusions
- sample is usually small
Conducting a qualitative interview: 5=3+1+1 basics around
before:
- as appropriate to case: either familiarize w topic ahead, or position as unfamiliar
- choose appropriate site
- ensure confidentiality
during:
- remember it’s not about you
after:
- use continue improvement
Conducting a qualitative interview: 4=1+3 guidelines
1 guideline for no bias:
- avoid why Qs, say how come or tell me more, so ppl don’t rationalize
3 flow guidelines:
- flow from general to specific
- use open-ended Qs
- manage topic flow
In qualitative interviews, use probes: def + 5=2+1+2 examples
Strategical short verbal or nonverbal responses to elicit more info w/o interrupting flow:
2 verbal:
- repeater probe
- OK / I see (but don’t reinforce)
1 semiverbal:
- hum
2 nonverbal:
- nod
- short silence
3 projective methods in qualitative interviews:
From psychotherapy:
cmc
1- sentence completion > tell story
2- symbolic matching eg to animal pics
3- have interviewees make a collage
Projective methods: why?
People are better able to project feelings on other (entities) than to attribute them to themselves.
Coding for qualitative interviews: def + 2 suggestions
= Assign categorizing labels to chunks of interview text
- Iterative process to do throughout, after each interview
- SW like Nvivo helps
Key 5=1+2+2 steps of conducting research via qualitative interviews
li.s.i.c.a.!
before:
0- review research lit.!!!
during:
1- sampling
2- interviews
after:
3- coding
4- analysis
2 suggestions for qualitative interview analysis
- beginning: be aware since start of lenses you use
- ending: visualize, but careful to not make numerical what is not
Qualitative vs quantitative data relationship in 3 considerations
- are both needed to understand reality
- quant can help qual: BEFORE identify sample of representative vs outliers cases; AFTER test generality of qual
- qual can help quant: BEFORE research design AFTER interpret results
in-depth interviews = define w 3 attributes + goal
- more than 1h
- ask informant about topic they are knowledgeable in
- using guideline or protocol
- goal: gain in-depth understanding
interview guideline Vs protocol
List of Qs Vs (Memorised) list of topics
In qualitative interview do not: 7=1+3+3 negative suggestions
- talk about yourself (LOL!)
3 suggestions for no bias:
- take notes (makes informant self-conscious)
- reinforce some answers
- ask why
3 flow suggestions:
- ask yes/no question
- interrupt flow, but circle back
- let conversation go COMPLETELY off topic <> it’s good to explore a bit
