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MANG7001 Research Methods 2011-12: Collecting Qualitative Data
MANG7001 Research Methods 2011-12: Collecting Qualitative Data
Sohail Yunis
e-mail : mmsy1o07@soton.ac.uk
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Population
Sample
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Observation
Life Histories
Multiple Methods
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Purposive sampling
Snowball sampling
Convenience sampling
Quota sampling
Saunders et al (2009)
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Observation
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Observation
Observational techniques are methods by which an
individual or individuals gather first hand data on
events, processes, or behaviours.
Observer can use senses and technology to recoded
events , process or behaviours.
Extended period of time
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Observation
Can be
Non-participatory
Semi-participatory
Participatory
Can be
Structured and unstructured
Can be
Covert and overt
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Advantages of observation
Explains what is going on here?
Heightens researcher awareness
Useful in researchers own organisation
Experience emotions for real
Lots of useful data
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Disadvantages of observation
Observer effect
Very time consuming
Ethical dilemmas
Role conflict (researcher vs colleague)
Observer bias (going native)
Very demanding (physically and emotionally)
Access issues
Data recording difficulties
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Interviews
Definition
A purposeful discussion between two or more people
Use in research:
Preliminary: helps to clarify issues when formulating
research proposals
Data gathering: provides rigorous data for subsequent
analysis
Validation: helps to explore whether research
conclusions are reasonable
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Forms of interview
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Saunders et al (2006)
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Structured Interviews
All questions (and most responses) are pre-determined
Researcher is administering a questionnaire
Approaches - Face-to-face, telephone, webcam
Gathering structured data:
Higher response rate than postal questionnaires
Researcher has ability to clarify questions, not
possible with questionnaire
No unexpected issues can be explored
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Semi-structured Interviews
Based on list of themes & issues
Used to focus discussion
No rigid list is adhered to
Approach - Face-to-face
List of themes may be advised to interviewee
Usually more emergent, less pre-defined, data
Flexibility to explore particular and/or unexpected issues
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Unstructured Interviews
Based on ideas of issues, but no list of questions or
themes
Mostly face-to-face
Non-directive: researcher follows issues and themes as
they emerge
In-depth: research may concentrate on key emergent
issues without feeling need to cover pre-determined list
of questions/themes
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Focus Groups
Also called Group Interview
Unstructured & Free flowing
Research = Facilitator
Raise questions, let the group discuss
Multiple views
Group evaluation
Identify key themes
Potential problem of group think
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Types of questions
Closed vs. open
Where do you live?
What time is it?
Are you happy with your current supplier?
Would you like to find a better supplier?
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http://changingminds.org/techniques/questioning/open_closed_questions.htm
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Types of questions
Who, why, where, when, how and what
Closed vs. open
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http://changingminds.org/techniques/questioning/open_closed_questions.htm
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Types of questions
To Do
Probing can you tell me more about that?
Active listening so what youre saying is
Avoid
Loaded/biased
Double barrelled
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Saunders et al (2009)
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Practical Issues
Location
Recording data
Tape/video recording
Gives accurate account
Can concentrate on questioning & listening;
BUT intrusive?
Note taking
Difficulty of writing, listening, and questioning
Taking notes after the interview may be dangerous, as relying
on accurate memory
Transcription
Feeding back results
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2. Smart
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Reflexive diaries
Daily record of actions, events, thoughts
Quantitative (logs) or qualitative (diaries)
Alternative to direct observation
Issues of bias, motivation, misreporting
Use as a basis for subsequent in-depth interviews
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Photo/video diaries
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Life Histories
Unstructured interviews combined with
personal documents (diaries, letters, photos)
Look back in detail over an entire life course
Try to make sense of their organisational
reality
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Narrative in Research
Originates in linguistics
Used as research method & tool in
various disciplines including:
Information Systems, Accounting,
Economics, Organisational Behaviour
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Organizational Storytelling
http://www.organizational-storytelling.org.uk/
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Other considerations
mono method
Vs. multiple methods
(more than one data collection
(single data collection
and analysis procedure)
and analysis procedure)
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Remember!
Any one data collection methods not inherently
better than any other method.
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