Preparing for Qualitative Research

1. Preparing for Qualitative Research

2. Preparing For Qualitative Research • Recall: The Situation Analysis is the springboard for identifying research opportunities/future directions • The Problem Statement identifies the most viable direction(s) and proposes the information needed to better understand them.

3. Preparing for Qualitative Research • For each informational need identified (at the end of Part I), researchers should make decisions regarding the best way to address it • The types of questions and techniques most likely to generate relevant information

4. Preparing for Qualitative Research • Developing the interview guide or discussion guide • An outline for how the researcher should proceed through an interview/discussion • Pre-testing the instrument • Mini-group

5. Other Tools Required for Qualitative Research • Recruitment Screener • An aid used to ensure that the research sample is properly selected • Informed Consent Disclosure Agreement • Document used to explain the nature of the research, time obligations required, and participant rights

6. Decisions Needed to Complete the Tools • Research method to be used • Research objectives • To investigate consumer considerations in selecting a living space • To examine who students turn to when seeking input from opinion leaders • To better understand what factors individuals weigh when choosing a career

7. Decisions Needed to Complete the Tools • Research sample/sampling criteria • Who should we recruit to participate? • What do they need to “qualify” for participation? • How specifically will we recruit participants?

8. Constructing the Discussion Guide

9. Purpose • To clarify what “asking the right questions” means • To review discussion guide format and content

10. Objective of Qualitative Research • Recall: The purpose of qualitative research is to generate insights, understanding about attitudes, interests, and opinions (AIOs) • Determines the subjective reality of the subjects

11. The Stages of Group Processes • Forming • “Inclusion stage” • Storming • “Sizing up” stage • Norming • Commonalities discovered between group members

12. The Stages of Group Processes • Performing • High energy stage of cooperation within group • Mourning • Wind-down stage

13. Opening the Discussion (Forming) • The Welcome • The overview of the topic • The ground rules • The “ice breaker” first question

14. The Art of Asking Questions The right questions are those that assess • What subjects did, experienced, noticed • How they reacted to their experiences, observations • What made them react the way they did

15. The Art of Asking Questions • What props and costumes were used in the experience • What dialog occurred (who said what to whom), and • When each event occurred (chronology)

16. The Art of Asking Questions • Questions should be open ended • Dichotomous questions should be avoided • “Why” questions should be avoided • Reframe the question to encourage spontaneity • Leading questions • Avoid “marketing speak”

17. The Art of Asking Questions: Interviewing Techniques • Validate Different Opinions • Are there any other points of view? • The Pause • Listen for “hidden treasures” • The Probe • Would you explain further? • Is there anything else? • Please give me an example of what you mean? • Summarizing, restating

18. Wind Down Comments/Questions • Summarize the main discussion points • “Is there anything you’d like to add that hasn’t been mentioned?” • “What one thought or idea would you like my client to take from this session?”

19. The Art of Asking Questions: Body Language • Restrict head nodding or facial expressions that can be misinterpreted • Neutral affirmations are acceptable (“OK,” “Uh huh”) • But avoid approval-giving words (“Right,” “Good,” “Excellent”)