qualitative methods Flashcards
different types of qualitative in-depth interviews
structured
semi-structured
unstructured interviews
interview
- conducted one-on-one, between the researcher and the
participant. - They allow the respondent to provide detailed explanations in response to questions,
allowing the researcher to uncover more depth and nuanced perspectives
semi-structured interviews
involve a flexible approach where researchers use a guide with broad topics and open-ended questions, allowing for exploration and follow-up based on participant responses
structured interview
onterviewers ask all candidates the same questions in the same order, evaluating their responses against a pre-defined criteria, ensuring a consistent and fair evaluation process
unstructured interviews
a flexible, conversational approach to data collection where the interviewer doesn’t follow a predetermined set of questions but instead, guides the conversation based on the interviewee’s response
focus groups
Focus groups involve multiple participants simultaneously. Typically, they consist of
a moderator, and several other respondents.
o They reveal how individuals think, feel, or talk about topics in group settings—which
can be different than how people behave in one-on-one settings.
what might a researcher observe through focus groups
normative pressures and perspectives
group dynamics
multiple perspectives
ethnography
Ethnographies involve the insertion of a researcher into a research site, where they
observe and study their target group’s behaviour in their natural setting.
why are ethnographies useful
useful method for studying a phenomenon within its social context by doing
first-hand observations and providing detailed descriptions
close ended questions
Questions that have a set of predetermined response choices.
For example: Overall, how satisfied are you with your job? (1) “very satisfied,” (2)
“somewhat satisfied,” (3) “somewhat dissatisfied,” (4) “very dissatisfied
open-ended questions
Questions that do not have a set of predetermined response
choices—they allow a respondent to provide their own answer and explanation to the
question: “In your own words, could you describe how you felt when you were
temporarily laid off during the pandemic?
nonverbal cues
Refer to a respondent’s facial expressions, gestures, and other types
of body language, which can give hints about their mood or their underlying feelings
and thoughts about a topic.
rapport
Refers to the sense of connection that a researcher establishes with a study
participant, which may encourage them to speak in greater detail about their thoughts,
feelings, and experiences or to act more naturally while being observed
how can building rapport and noting non-verbal cues lead to richer data?
may decrease social desirability bias and therefore being more honest because they trust/don’t want to admit
Why might a researcher opt to conduct a qualitative study over a quantitative one?
when seeking to understand complex phenomena, explore subjective experiences, or generate hypotheses,
What
factors would influence this decision of qualitative or quantitative study?
the research question’s nature, the need for in-depth understanding, and the resources available
Why may a researcher conduct focus groups rather than interviews?
- less social desirability bias, people may be more honest
- can cause more authentic responses
- explore group dynamics, generate a wider range of perspectives quickly, and facilitate brainstorming
What barriers may
the researcher face if they choose focus groups over interviews?
- people speaking over each other, arguments
limitations in depth of insights and the risk of biased responses - conformity
- someone leading the conversation
Which qualitative methods may be more prone to social desirability bias?
- interviews and focus groups
- compared to anonymous
