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Qualitative Research

Qualitative Research. Case Study 1 IS 2008-9. How to Create an Immersive Environment for Primary Literacy. Production of a Demonstrator and presented to teachers. Discussion. Voice recording made.

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Qualitative Research

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  1. Qualitative Research

  2. Case Study 1 IS 2008-9 How to Create an Immersive Environment for Primary Literacy. • Production of a Demonstrator and presented to teachers. Discussion. Voice recording made. • Production of Prototype 1 and presented to teachers. Discussion. Voice recording made. Questionnaire administered (Open and Closed). • Production of Prototype 2 and presented to teachers. Voice recording made. Questionnaire administered (Open and Closed). • Deployment with Children, Observations made. • Data analysis, Hypothesis formation.

  3. Case Study 2 IS 2009-10 Visual Semiotics in Games – How does visual content influence players’ movement and choices • Questionnaire Administered • Observations • Player played 2 x 2 minutes of Unreal. Video recording. Researcher made notes. • Movie replayed and researcher asked player to explain choices and movement. Audio Recording. • Next .. Data analysis …

  4. The Data generated in both Case Studies. • Text response to open questionnaire items • Text written by researcher during observations • Video recordings The Role of the Researcher. • Present in the generation of data • Can influence the generation of data • Is involved in the subjects’ activities

  5. Aims of Qualitative Research • Understand the phenomena from the point of view of the research participants • Interpret experiences and meanings of people • Discover themes and relationships and key words to formulate closed questions.

  6. Characteristics of Qualitative Research • Participants selected purposefully not randomly • Involves behaviour of people, opinions and feelings • Uses details of individual cases in gaining understanding • Researcher is a “participant observer”

  7. When to use Qualitative Methods • Concepts need to be developed (little previous research) • Phenomena cannot be reduced to numerical variables • Need for novel researcher-devised framework

  8. Data, Sampling and Analysis • Data Types: Text response to questionnaire, transcripts of observations, screen-shots video recordings • Purposive sampling to maximize variation • Snowball Sampling: Select a sample and ask them to recommend next sample • Data processing : summary, simplification, abstraction • Data display : tables, charts, networks

  9. Qualitative vs. Quantitative.

  10. Analysing Qualitative Data: Case Study 1 Example. Researcher’s analysis of her own observation notes/transcripts. • First reading of transcripts: Look for themes emerging. • Second reading: Look for occurrences of each theme in each transcript. Identify concepts. • Look for relationships between themes.

  11. Analysing Qualitative Data: Case Study 1 Themes from the researcher’s Observation Transcripts

  12. Analysing Qualitative Data: Case Study 1 Relationships between “Concepts” abstracted from players.

  13. Mixed Mode Research Uses both Quantitative and Qualitative Approaches • Numbers can add precision to words and narrative • Words and images can add meaning to numbers E.G. Qualitative research is used to create a theory. Quantitative research is used to test that theory E.G. Quantitative research could be used to classify behaviour, then qualitative research could investigate the intentions of the people who showed that behaviour.

  14. The Questionnaire • Cost Effective • Familiar to Most People • Reduce Bias + • Low response rate • Cannot probe responses • Respondent is unknown -

  15. General Guidance • Clarify Goals – How will you use the data? • Justify the purpose of each individual question • Keep it short (two pages?) • Begin with light and interesting items • Place the most important items in the first half • Try it out on a small sample of the target population

  16. Case Study 1: Justification of Questions Design of Questionnaire presented to the Teachers.

  17. Workflow • Define Research Aims • Identify Population and Sample • How to collect replies? • Questionnaire Design (including Pilot Survey) • Main survey • Analysis

  18. Questionnaire Design • Ask Open – Ended Questions to generate key words • Consider your mind – map • Consider your analysis approach t-test, chi-squared • Write your closed questions (types will follow).

  19. Question Types – Open vs. Closed What do you think are the reasons for football hooliganism? Do you think football hooliganism is caused by: (tick if appropriate) Lack of discipline at home Players’ behaviour on pitch Family breakdown Youth unemployment Poor schooling Violence on T.V. Other (please specify)

  20. Single vs. Multiple Response Which of the following means do you use to travel to college? Bus Car Bike What is your most usual means of travelling to college? (Tick one box only) Bus Car Bike

  21. Ranked Response Place in order of importance to you the following features of a camping holiday (Indicate by numbering from 1-5 in order where 1 is the most important) Open air Mobility Cost People Atmosphere

  22. Rated Response (Circle the number under the initials that applies. VI=Very important; I=Important; N=Neutral; U=Unimportant; VU=Very Unimportant). Indicate your view of the following aspects of a camping holiday

  23. Question Wording Some general rules can be stated on question wording: • Be concise and unambiguous • Avoid double questions • Avoid questions involving negatives • Ask for precise answers • Avoid leading questions

  24. Precise Answers Ask for precise answers if you think the information is available and there are no other constraints (e.g. too intrusive on privacy). For example: Give your age on lst September 2001 …… years is preferable to: Are you… Under 18 …. 18-65 …... Over 65 ……

  25. Question Wording - Evokes the truth. Questions must be non-threatening. - Asks for an answer on only one dimension. - Can accommodate all possible answers. What brand of computer do you own? A. IBM PC B. Apple - Has mutually exclusive options. Where did you grow up? A. country B. farm C. city - Produces variability of responses Are you against drug abuse? (circle: Yes or No)

  26. Question Wording - Follows comfortably from the previous question. - Does not presuppose a certain state of affairs Are you satisfied with your current auto insurance? (Yes or No) - Does not imply a desired answer. (Leading Question) - Does not use emotionally loaded or vaguely defined words. (e.g., most, least, majority) - Does not use unfamiliar words or abbreviations. (CPU, GPU) - Is not dependent on responses to previous questions. Avoid Branching 1. Do you currently have a life insurance policy ? (Yes or No) If no, go to question 3 2. How much is your annual life insurance premium ? - Does not ask the respondent to order or rank a series of more than five items

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