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Qualitative Techniques

Qualitative Techniques. Overview of Lecture. Explore basic ideas of research methodology Evaluating what makes qualitative research ‘good’ Review and contrast qualitative research examples Critique common data gathering techniques reviewing ethical considerations

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Qualitative Techniques

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  1. Qualitative Techniques

  2. Overview of Lecture • Explore basic ideas of research methodology • Evaluating what makes qualitative research ‘good’ • Review and contrast qualitative research examples • Critique common data gathering techniques reviewing ethical considerations • Explore methods for data analysis • Summarise Key Issues

  3. Positivist Experiments and Surveys Quantitative Objective Measurement Independent of researcher Data Collection Questionnaires Secondary Sources Analytical Tools Statistical Techniques Anti Positivist Case Studies Action research Interpretism Qualitative Search for Meaning Subjective interpretation by researcher Data Collection Interviews Focus Groups Secondary Sources Analytical Tools Content Analysis Research Methodology

  4. Positivist Validity Does it tell you what you are concluding? Reliability Can you replicate the results? Generalisability Can they be generalised to other people and places and times? Anti Positivist Validity Does it have meaning richness and depth? Reliability Is it truthful? Has bias been recognised and managed? Generalisability Can it give new or aid understanding of situations? Characteristics of Good Research

  5. Contrasting Qualitative Research Methods • What is the difference between Circus and Non-Circus Lives? • Ron Beadle • What limits the effectiveness of ABM implementation in companies? • Jane Gibbon, Karen Johnson, Jan Loughran • Differences in environmental reporting practices in the UK and US • Leigh Holland and Yee Boon Foo

  6. Common Data Gathering Techniques • Textual Analysis of secondary sources • Interviews • Semi structured and in-depth • Focus Groups • Observation • Participant observation • Structured Observation

  7. Qualitative Analytical Techniques • Based on Meanings expressed through words • Collection results in non standardised data requiring classification into categories • Analysis conducted using conceptualisation • Adapted from Saunders, Lewis and Thornhill 2003

  8. Qualitative Data Analysis • Understanding characteristics of language • AND • Discovering regularities • Structured Analytic strategies; Deductive (derived from theory) • Comprehending the meaning of text or action • AND • Reflection • Researchers interpretation; Inductive

  9. Qualitative Data Analysis • Disaggregating data into meaningful and related categories • Allows: • Comprehension and management • Integration of related data from different sources • Identification of key themes or patterns • Development or testing of hypothesis • Draw and verify conclusions

  10. Qualitative Data Analysis • Categorisation • Unitisation • Recognising Relationships • Key Theme is interactive nature of process

  11. Qualitative Data Analysis – Key Strategies • Using a theoretical or descriptive framework • Use theory to formulate research questions and objectives • Use theory to devise a framework for analysis • Does lead to bias and may close researchers mind • However does help to get started, link research to existing knowledge base

  12. Qualitative Data Analysis – Key Strategies for Deductive work • Use theory to formulate research questions and objectives – use predicted explanations • Use theory to devise a framework for analysis • Does lead to bias and may close researchers mind • However does help to get started, link research to existing knowledge base

  13. Key Issues for Success • Reliability of Evidence • Has it been triangulated? • Has bias been recognised and eliminated? • Does data have richness and depth? • Validity of Evidence • Have you asked the right subjects the right questions? • Generalisability • Does it have give meaning and understanding?

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