EN - 7 - Research Methods - 2022-2023 - Qualitative Methods

Research Methods
Qualitative Research Methods
Master Grande Ecole – Master of Science / M2 Concentration

Research Methods - Valérie Ballereau, Christelle Havard, Sophie Reboud, Aurore Bardey, Marta De Miguel de Blas
1
Qualitative Research Methods
Course "Research Methods"

Grande Ecole Programme – 3rd year
Research Methods - Valérie Ballereau, Christelle Havard, Sophie Reboud, Aurore Bardey, Marta De Miguel de Blas 2
Introduction
• Learning objectives of the session
• Know the different qualitative research methods and their using/utility
• Focus on specific methods of collecting data: face to face interview and projective
techniques
• Content
• Specificities of qualitative research methods : utility, modalities, limit
• Techniques to collect data dedicated to qualitative research methods
• Focus on interviews and projections
See Youtube videos :
Fundamentals of Qualitative Research Methods: What is Qualitative Research (Module 1)
https://www.youtube.com/watch?v=wbdN_sLWl88
Fundamentals of Qualitative Research Methods: Developing qualitative Research Question (Module 2)
https://www.youtube.com/watch?v=_0HxMpJsm0I
Fundamentals of Qualitative Research Methods: Scientific rigor (Module 6)
https://www.youtube.com/watch?v=7m0LVHK8a94
Specificities of qualitative research

Methods
What are they?
Wen should you use them?
How should you use them?
Research: a series of choices
Adapted from Saunders & Thornhill (2011) Research Methods for Business Students, Sixth edition, Pearson, p.128: "the Research
Onion"
Philosophy of Approaches Methodological Strategies Time Horizon Techniques and

Research choice procedures
• Positivism • Deduction • Method quantitative • Experiment • Cross-sectional • Experimentation
• Realism • Abduction • Method qualitative • Survey • Longitudinal • Survey /
• Interpretivism • Induction • Mixed methods • Archival research questionnaire
• Pragmatism • Case Study • Interviews
• Ethnography • Focus group
How can I simplify the • Action research • Observation
reality in order to study it ? • Grounded Theory • Projective
• Narrative inquiry techniques
How long is my
What is the nature of my data collection?
data? How can I be sure What is my data
Does the world they are valid? collection instrument?
exist independent Where can I find
of an observer? data?
Definition of qualitative methods
• A research strategy that aims to
• To explore in a scientific way a phenomenon that has not been investigated or
explored much yet
• To identify its main characteristics
• It generates a description and understanding of processes, mechanisms or

complex devices
• It collects textual data or information on specific behaviors or situations

related to a particular context
Interpretivism and Qualitative methods
• They are usually associated with the interpretivist philosophy as the
researcher studies a social construct.
• They occur in the very context of the phenomenon
• They often start with and inductive approach but can easily use either an abductive or
a deductive approach.
• They focus on opinions and behaviours expressed by individuals or groups
and the relationship between them.
• They suppose a great diversity of strategies for the data collection:
• Action research, case studies, ethnography, grounded theory, narrative research…
The researcher and his/her research object
• Hypothesis of "non separability" of the observer and the observed phenomenon
(interpretivism)
Context
Researcher Object
• The object is a social construct

• The social phenomenon is identified, collected and registered and thus
becomes data
• After collection, qualitative data are material elements like words,
sentences, texts but also images, symbols…
Qualitative strategies : historical
• Historical studies aim at studying historical data and putting them into
perspective with current phenomena
• They are conditioned by access to archival documents
• These data may have been produced for purposes other than those of
research, so one must be attentive to the quality of this information
• The researcher must therefore show perseverance and tenacity in order to
access and analyze the resources (content analysis)
• Ex: Ex: Luft, Joan, 1997, Long-term change in management accounting:
perspectives from historical research. Journal of Management Accounting
Research; Sarasota Vol. 9, (1997): 163-197.
Qualitative strategies : phenomenological
• Phenomenological studies aim to analyze human experiences and their

meanings
• These studies are conducted to explore little known phenomena
• They require the researcher to have an affinity for philosophical approaches
and to interact extensively with the people experiencing the phenomenon
• Ex: Student Interaction Experiences in Distance Learning Courses - A
Phenomenological Study, Sunny (Lu) Liu, 2008
https://www.westga.edu/~distance/ojdla/spring111/Liu111.html
Qualitative strategies: ethnographic
• Ethnographic studies aim to study in depth the characteristics of a
community by having its members express themselves
• These studies require immersion in the community and a significant
investment of time on the part of the researcher, with frequent interactions
with key actors in the community
• The researcher must be agile in relation to his or her research object, which
may evolve in relation to the discoveries made during the research
• Ex: Presentation of self on the Web: an ethnographic study of teenage girls’
weblogs, D. Sevick Bortree, 2007
https://doi.org/10.1080/14636310500061102
Qualitative strategies: case studies
• A case study is an in-depth study of a particular case.
• It is a research approach used when the boundaries between the
phenomenon and the context are not obvious (Yin).
• It presents a large number of requirements for the researcher, as it combines
direct observation (participant or not), interviews and various documentary
sources that complement this observation (secondary sources).
• The idea is to grasp the object studied in its dimensions of time and space as
they develop in a given social environment.
• Ex: Malkamäki, K., Hiltunen, E., & Aromaa, E. (2021). The Role of Trust in the Strategic
Management Process: A Case Study of Finnish Grocery Retail Company Kesko Ltd. South
Asian Journal of Business & Management Cases, 10(1), 21–34.
Qualitative strategies: Action research
• Action research aims to study a phenomenon in a given context and to
formulate recommendations for action
• The researcher is often totally or partially immersed in the environment
studied, and therefore has privileged access to data (observations,
documents, interviews)
• He/she can implement the recommendations formulated
• Distancing oneself from the object studied is sometimes complicated
• Ex: Mosadeghrad & Afshari, Mahnaz (2021) Quality management effects on
operating theater's productivity: a participatory action research., The TQM
Journal, Volume 33 Issue 4,
Modalities of qualitative methods
• Complex study objects
=> many variables and interrelationships to consider
• Understanding phenomena in their totality
=>many instruments for data collection and analysis
=> demanding in-depth analysis
• Data collected and analyzed are linked to the
researcher's choices and interpretations and to the
context studied
=> need to explain and justify these choices
Martineau S. (2007), L’éthique en recherche
Ethics in qualitative research qualitative : quelques pistes de réflexion, Recherches

qualitatives, Hors Série, numéro 5, pp. 70-81.
• The specificities of qualitative methods... (Martineau 2007)

• A close relationship between the researcher and his object (his interlocutors)
• The quality of the relationship that is established between the researcher and the subjects
guarantees the validity of the "data" (if the interlocutor lies, the data is biased)
• A certain "constructivist" posture => knowledge is born from dialogue with the actors, there is
therefore co-construction of knowledge, even if the researcher has the last word
• … lead to particular ethical questions about the conditions of
data collection knowledge production
• Transparency on the objectives of the research to avoid • Increased vigilance in the interpretation of the actors'
misunderstandings comments so as not to "betray" the actors' thoughts
• Attention to the quality of the exchange with the • Restitution of the results to the interlocutors for
interlocutors to allow free expression internal validation
• Respect for the confidentiality of the people and the
fields investigated
Qualitative studies: specificities
Gathering ideas, explore a phenomenon 's signification =>
Aims
« Why? How» (qualitative) vs. « How many and/or Who? » (quantitative)
Sample Small number of respondents, maximizing diversity
Data collection Face to face interviews, focus groups, observation…
Collection mean Guide for the animation, interview guide, answers recording...
Data analysis Discourse analysis/Text analysis
Expected result Understanding of the problem and its different solutions
What qualitative methods produce
• Types of results generated by qualitative methods
• The identification of recurring themes characteristic of a phenomenon
• A taxonomy
• Identification of response elements that can be used to construct a questionnaire for

a complementary quantitative study
• The formulation of hypotheses that can be verified by a complementary quantitative

study
• A conceptual model (grounded theory)
Limits of qualitative methods
• Biases introduced by the researcher
• In the determination of the object, in the choice of collection instruments and
sample, in the interpretation of the results....
• A lack of reproducibility
• The researcher's influence on the interpretive analysis of the data makes it difficult to
reproduce the study in a different context or for a different purpose
• The results of a qualitative study cannot be generalized

• Due to contextual specifics, sample size, and scope of data
Beyond these limitations…
• The objective should be more a "legitimation" rather than a "validation"
• Key Factors for "legitimation"
1. Looking for the production of representations of a phenomenon
2. Checking the consistency (of the process) and the rigor (of the data collection and
analysis)
3. Adopting a reflexive approach
4. Explain and justify choices in all stages of qualitative research: the qualitative
method, the collection instrument, the sample, the method of analysis and
interpretation
Source : Gavard-Perret M.-L.n Gotteland D., Haon C., Jolibert A. (2008), Méthodologie de la recherche en sciences de gestion, Pearson.
Qualitative study: the process
• Definition of the problem
1 • Identification of the objectives
• Research design: data collection method and sampling

2
• Designing the collection instrument

3
• Field: data collection

4
• Desk : data analysis

5
• Writing the dissertation

6
Analyze an article presenting qualitative research
• Select an academic article from those you have identified for your research
and review:
• The research objective or question
• Whether the qualitative method seems appropriate to the research objective
• The theoretical framework used
• How the qualitative methodology is described
• The quality of the sample selected (in terms of diversity, relevance of the object
studied)
• Whether the data collection technique adopted is appropriate to the research
objective
• Whether the data processing and analysis method is sufficiently detailed
• Whether the way in which the results are presented adds value to the data collected
Exercise / Application
Fundamentals of Qualitative Research Methods: Interviews (Module 3)
https://www.youtube.com/watch?v=6PhcglOGFg8
Fundamentals of Qualitative Research Methods: Focus group (Module 4)
https://www.youtube.com/watch?v=cCAPz14yjd4
Fundamentals of Qualitative Research Methods: Data Analysis (Module 5)
https://www.youtube.com/watch?v=opp5tH4uD-w
Technics to collect data for qualitative

research methods
Face to face interviews, Collective interviews, Focus groups, Observations, Projections, Netnography
Technics to collect data for qualitative methods
Individual interviews Group interviews
Identify the representations and Identify different representations and
opinions of a person opinions by highlighting the confrontation
of ideas on a subject
Projective techniques
Explore the motivations and deep Technics to collect
representations more or less data for Documents (speeches, logs,
conscious of individuals by using qualitative icons...)
graphic supports (images, Interpret documents
spontaneous drawings ....) methods produced spontaneously or
by individuals or groups
Observations (simple, verbalized) Netnography

To highlight the ways in which people act Understanding human expérience from online
and interact in a specific context social interactions and contents
Research Methods - Valérie Ballereau, Christelle Havard, Sophie Reboud, Aurore Bardey, Marta De Miguel de Blas
23
Interviews
• Individual interviews
• Aims
• Identify an individual's representations, or opinions
• In depth understanding thanks to explanations and justification of those opinions
• Focus on individual differences
• Focus group
• Aims
• Collect more data and identify a wider variety of attitudes and opinions,
• Focus on interactions between actors and their confrontation of ideas upon a topic
Group interviews
Techniques
▪ Simulated meeting of several persons at the
same place
▪ Requires preparation and organisation
▪ Presence of an animator sometimes called the
moderator
▪ Recording (by hand, audio or video) data
▪ Relies upon restricted group dynamic (K. Lewin)
Group interviews
▪ Different methods
▪ Discussion group
(without a guide)
▪ Reflexing / Focus group ▪ Group interviews recommended for
(with an interview ▪ Explore broad topics/phenomena such as
guide) group behaviors in relation to an object of
▪ Nominal group: study (social innovation or product)
alternating group and ▪ Consider the social context of a decision, a
individual work phases negotiation, a learning process
▪ Study the influence of group phenomena
on perceptions, attitudes, behaviors
Group interviews
• Group interviews can be used at different times in a
research project
1. At the beginning of the research to explore and identify
the research issues with several people involved or
requesting it
2. During the course of the research to collect data and
cross-reference it with other qualitative data
3. At the end of the research to compare the results of the
research with the participants
Observation
Observation of praxis
▪ Aim:
▪ Observation beyond words
▪ Identify the contextual elements beyond the behaviors and
words of the participants
▪ Examples :
▪ Consumer behaviour
▪ Observation of collective negotiation between social partners
▪ Techniques
▪ Observation or video recording of peoples' action in specific
situations
▪ Observation can be participating or nonparticipating
observation
Observation and discourse
Methods for verbal protocols :
▪ Aim
▪ Coupling observation and interview
▪ Have the participants express themselves on the observed
behaviors and their meaning
▪ Example
▪ Following a consumer in a supermarket during his/her
shopping and ask him/her to "think loudly"
Observation biais
▪ Selective attention bias ▪ Empathy bias
▪ Confirmation bias ▪ Charisma bias
▪ A posteriori reconstitution bias ▪ Fit bias
Netnography
• Definition
• Combination of "Network" et "Ethnography"
• Objectives
• Observe the communicative acts of members of a virtual community and seek to
make sense of them.
• It reveals interaction styles, personal narratives, community exchanges, online rules,
practices and rituals, discursive styles, innovative forms of collaboration and
organisation
VIDEO - Robert KOZINET 2015 : Founder of « netnography » (4 min’) :

https://www.youtube.com/watch?v=F8axfYomJn4
Costello, L., McDermott, M.-L., & Wallace, R. (2017). Netnography: Range of Practices, Misperceptions, and Missed Opportunities. International Journal of Qualitative
Methods. https://doi.org/10.1177/1609406917700647
Méthodes qualitatives © Valérie Ballereau, Christelle Havard, Sophie Reboud, Aurore Bardey, Marta De Miguel de Blas 30
Netnography
• Modalities
• Involves immersing oneself in a community for a long time and observing everything
that the participating members say and tell each other
• The observer focuses on the exchanges that come from the most active members
• The data collection phase must be carried out over time (several months)
• Examples
• To study virtual consumer communities (Heinonen, K. and Medberg, G. (2018), "Netnography as a
tool for understanding customers: implications for service research and practice", Journal of Services Marketing,
Vol. 32 No. 6, pp. 657-679. https://doi.org/10.1108/JSM-08-2017-0294)
• To study online fitness culture on social networking sites (Jong Stephanie T., 2016, Netnographic
research of online communities and culture, Conference: The Australian Sociological Association Conference:
Cities & Successful Societies, Fitzroy, Melbourne, Australia)
• Study employees' blogs to identify the influence of networks in individual career
management
Netnography
• Key steps :
• Define the objective (what are we trying to understand?)
• Select the digital platforms relevant to the objective (mass or niche platforms)
• Register as a member of the community and start observing it
• Declare your research intentions to the community (ethics)
• Define your community presence strategy (passive or active)
• Extract conversations and their structure
• Analyze and interpret them by bringing out the meaning
• https://www.diva-portal.org/smash/get/diva2:563001/FULLTEXT01.pdf
• https://www.dcipheranalytics.com/blog/five-steps-to-data-driven-netnography
Fundamentals of Qualitative Research Methods: Interviews (Module 3)
https://www.youtube.com/watch?v=6PhcglOGFg8
Focus on face to face interviews and

projectives techniques
Face-to-face interview?
How should you prepare it?
What should be the interviewer's behaviour during the interview?
How to deal with collected data?
Projective techniques :
Definition, modality of use, pros and cons
Individual interview
A commonly used technique, useful to collect opinions, perceptions, analysis… of
individuals among an appropriate sample
Individual interview: definition
An individual interview is…

"a method where an interviewer seeks to
foster the production by the interviewee
of a discourse on a topic selected in a
research process"
(Gavard-Perret & al., 2018, p.86)
Individual interview: different steps
Beware ! An
interview guide is
1. Prepare the interview not a survey tool!
• Write the interview guide

• Design or choose the sample
• Contact anticipated respondents
• Choose a place
Beware ! There is no such

2. Conduct the interview thing as "representative
sample" in qual
research….
3. Analyse collected data
Designing the interview guide
• Definition of the interview guide
• A written document that summarise main topics that will be
discussed during the interview
http://www.youtube.com/watch?v=tRT7VrbP-As&NR=1
• Its form should vary depending on the nature of the

interview
• Structured interview
• Semi-structured interview
• Unstructured interview
http://www.youtube.com/watch?v=Aq372b_vW8Q&NR=1
Designing the interview guide
Type of interview Aims Form of the guide
Structured Those with a pre-determined list of specific

interview Identify preexistent questions.
opinions and seek for
Semi-structured Certain topics are addressed in each interview
explanations
interview but there is a considerable amount of
flexibility in the way in which the interviews
are conducted
Unstructured An area of interest is No predetermined list of questions or few
interview explored in-depth in questions to launch the dialogue
order to identify
latent representations
Preparing an Interview Guide
• Organisation
• Arrange items
• Following a funnelling technique
• Arrange questions in blocks and keep the flow logical.
• introduction, main topic, deepening, broadening out
• Organise two categories of questions
• First level questions
• Follow up questions
• Advice from experience : max 12-15 open questions in an hour.
• Pre-test your research instrument. After the first few interviews, re-
evaluate your interview guide.
Preparing an Interview Guide
• Formulate questions that will help you answer your overall research
question.
• Keep referring back to your research objectives, questions and literature review:
What do you need to find out? Why?
• Be aware of your own bias and implicit theories.
• Choose appropriate question format
• Open / closed / mix
• Tailor terminology to respondents
• Formulate questions clearly, directly, and neutrally.
Building your sample
• Select respondents based on your research question:
• Set some parameters to help you decide which types of people you want to interview (age, social
class…)
• For qualitative research DIVERSITY of respondents is more important than
representativeness
• If you are conducting interviews in an organization: don’t let internal advisor/project
owner bias your sample
• No specific norm regarding the number, stop at:
▪ Saturation,
▪ Sufficient variety
▪ Possible analysis
Interviewers need to…
• Build trust:
• Explain the purpose of the study and why you are conducting it;
• Agree on (appropriate) confidentiality.
• Listen and watch carefully. Take extensive notes (even if you tape) – and ask for
permission to record the interview.
• Manage time well (aim for one hour) – trade off between guidance and flexibility
• Advice from experience:
• Respect the interviewee's silences
• Leave freedom for the respondent to discuss topics - once more, trade off between
guidance and flexibility
• Make no comment, no answer, no interpretation, show no surprise => no judgement
• Close interview with “Is there anything else you would like to add?”
Data analysis process
Interviews transcription
Definition of the
level of analysis
Building the conceptual

framework
Content analysis
Writing the
dissertation
Analyse interviews
5 key steps:
1. Transcribe the interviews
2. Configure the data
3. Interpret the data
4. Putting the data in relation to the theory
5. Illustrate the results
Interviews analysis: advice (1)
• Interviews transcription
• Data have to be well organised
• Interviews should be typed on electronic format
• Add your own thoughts and reflections (with your theoretical background) or any
important detail about the interview
• Sort the data according to categories:
• Some categories will be based on your literature concepts and others will emerge to
become important during analysis.
• Some data will fit into several categories.
Interviews analysis: advice (2)
• Build the analysis
• Difficulty : extract useful and meaningful information from the
multitude and the diversity of data
• Look for patterns:
• What kinds of people are saying what?
• Under which circumstances are which statements made about an idea
or a process?
• When are there deviations from the pattern?
• Is there a pattern in that too?
 All this requires skills: organisation, deep understanding,

interpretation, pattern identification
Interviews analysis: process
• Data configuration
• Step back and read data
• Come back to your conceptual framework
• Sort data corresponding to your research object
• Classify data into conceptual categories
• Codify data
• Manuel codifying
• Codifying with a free software QDA Miner Lite
• https://provalisresearch.com/fr/produits/logiciel-d-analyse-
qualitative/gratuit/#:~:text=QDA%20Miner%20Lite%20est%20une,'analyse%20d'i
mages%20fixes.
• Data interpretation
• Look for pattern
• Which type of person said what?
• Which ideas remain less expressed?
• Find explanations for this patterns
• Under which circumstances are which statements made about an idea or a
process?
• Can you identify a model of behaviour? Which is its rationale?
• Identify a typology
• What new or unexpected idea(s) appear?
• Iteration theory / data
• Step back to see:
• What is the message?
• Keeping your theoretical framework in mind, does it confirm or disconfirm what you
expected? How? Why?
• Illustration
• Step close to choose:
• Which examples/quotations illustrate the message best?
• Select the "verbatim"
• Identify the elements to put in appendix
"It has become increasingly clear since the latter half of the
20th century that knowledge is not reducible to language…
From Helenablue.hautetfort.com Thus not only does knowledge come in different forms, the
forms of its creation differ.
The idea of ineffable knowledge is not an oxymoron".
Eisner, 2008, p.5
Visual approaches in From neuronarratives.wordpress.com
Qualitative Inquiry
Why using visual inquiries From Maninott.fre
• Complete the classical data collection methodologies (interviews or

questionnaires) : make explicit potential tacit motivations, and personal
representations, that might be hidden unconsciously (from a person or a
group).
• Collect spontaneous answers with words (oral, written) or arts-based

exercises (drawing, collages…)
• Allow creative data collection that could offer a deeper and more detailed
analysis of the research object. These methods aim at pushing forward the
limits of rationality.
How do we use these data collection methods?
• Are often included in an interview guide, to complete declarative
information.
• Use indirect questioning (creativity animation tools are frequent)
• Can be done for any sample (included big ones and quantitative
From Blog.omania.com
treatment)
• Can be videotaped or registered
• Require precision and rigour in the process of the research and in data
analysis
Examples of virtual inquiries methods (Malhotra et Birks, 2006)
• Words or images association :
• Automatic inquiries :
• Present any concept or object to the audience,
• and ask them to quote words or images that come through their minds.
• More guided questioning :

• Present a list of words included "critical" words (linked with the research object
• Ask them to explain ideas, feelings, colours, smells, emotions, ….associated with this list
• Completing verbally :
• The audience is asked to develop more precisely and further a list of words.
• It might have to write a sentence, or a paragraph to develop its ideas.
From calligraphie plumart.fr
From boubouteatime.com
• Building :
• From a basic material (images, drawings, articles…), people are
asked to imagine the end of a story or a dialogue or a situation,
and develop it as much as they can (write or tell).
• With analogies by creative thinking :

• Exploit emotions of the audience, by using more creative
techniques (Chinese portrait, transposition techniques…)
• Speak as if… :
• If you were this man/woman, what would you do? Ask the audience to tell their
feelings, attitudes from another point of view.
• Examples : role playing, 3rd person technique or awake dream.
From mainspapillon.oazen.com
Advantages of these techniques
For the researcher For the answerer

• Collect different data (from classical data • Having more fun by participating to the data
collection methodologies), from less logical collection
and rational thinking of the audience. • Allow an easiest way of expression for
• Reach more accurate and personal anybody (from kids to elderly people)
information
• Limit the declarative biases in answers to
verbal questions
• Obtain different, original and in some extent
richer data.
From haveanourishinglife.blogspot.com
Main drawbacks and limits
For the researcher For the answerer

• Very difficult analysis and interpretation • Can refuse the fun inherent to these methods
• Require time to be implemented (regressive feeling)
• Can not be convinced by the seriousness of
• Experience may be important to manage the
this way to collect information
session
• Internal validity can be discussed if the
research protocol is not clearly and precisely
conducted
From 123rf.fr
Data collection examples
• http://www.visualharvesting.com/11783/524039/gallery/world-
appreciative-inquiry-conference-waic2012
From Gestion de projet – Ohio-Ballereau
From Page and Gaggiotti, 2012
References
• Saunders, M. et al. (2019), Research Methods for Business
Students, 8th Edition, Prentice Hall, Pearson Education,
London.
http://www.dawsonera.com/depp/reader/protected/external/AbstractView/S9781408212653
• Watson K., Research Methods Study Book, University of

Bradford, 2004.
• Gavard-Perret M.-L., Gotteland D., Haon C., Jolibert A.,
Méthodologie de la recherche en sciences de gestion, 2ème
édition, Pearson France, 2018. (Chapitres 3 & 7)
• Michel J.-L., Le mémoire de fin d'études dans les écoles de
commerce, Ellipses Editions, 2002.

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Research Methods

Qualitative Research Methods

Master Grande Ecole – Master of Science / M2 Concentration

Course "Research Methods"

Specificities of qualitative research

Philosophy of Approaches Methodological Strategies Time Horizon Techniques and

• It generates a description and understanding of processes, mechanisms or

• It collects textual data or information on specific behaviors or situations

• The object is a social construct

• Phenomenological studies aim to analyze human experiences and their

Ethics in qualitative research qualitative : quelques pistes de réflexion, Recherches

• The specificities of qualitative methods... (Martineau 2007)

Sample Small number of respondents, maximizing diversity

Data collection Face to face interviews, focus groups, observation…

Data analysis Discourse analysis/Text analysis

Expected result Understanding of the problem and its different solutions

• The identification of recurring themes characteristic of a phenomenon

• Identification of response elements that can be used to construct a questionnaire for

• The formulation of hypotheses that can be verified by a complementary quantitative

• A conceptual model (grounded theory)

• The results of a qualitative study cannot be generalized

• Research design: data collection method and sampling

• Designing the collection instrument

• Field: data collection

• Desk : data analysis

• Writing the dissertation

Technics to collect data for qualitative

Observations (simple, verbalized) Netnography

VIDEO - Robert KOZINET 2015 : Founder of « netnography » (4 min’) :

Focus on face to face interviews and

An individual interview is…

• Write the interview guide

Beware ! There is no such

• Its form should vary depending on the nature of the

Structured Those with a pre-determined list of specific

Building the conceptual

 All this requires skills: organisation, deep understanding,

Visual approaches in From neuronarratives.wordpress.com

• Complete the classical data collection methodologies (interviews or

• Collect spontaneous answers with words (oral, written) or arts-based

• Use indirect questioning (creativity animation tools are frequent)

• Can be videotaped or registered

• More guided questioning :

From calligraphie plumart.fr

• With analogies by creative thinking :

For the researcher For the answerer

For the researcher For the answerer

From Gestion de projet – Ohio-Ballereau

From Page and Gaggiotti, 2012

• Watson K., Research Methods Study Book, University of

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