Lecturer: Dr. Adote Anum, Dept. of Psychology Contact ...€¦ · Lecturer: Dr. Adote Anum, Dept....
Transcript of Lecturer: Dr. Adote Anum, Dept. of Psychology Contact ...€¦ · Lecturer: Dr. Adote Anum, Dept....
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College of Education
School of Continuing and Distance Education 2014/2015 – 2016/2017
Lecturer: Dr. Adote Anum, Dept. of Psychology Contact Information: [email protected]
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Session Overview
• In this Session, we will focus on another type of non-experimental research method which is the qualitative research method. This is unique in a number of ways.
• It is a multidisciplinary approach to research employed from social sciences to marketing and other non-academic endeavours.
• In qualitative research, we hold the view that the understanding of a phenomenon or psychological event comes from exploring the totality of the situation from multiple perspectives without restricting respondents to strict response regimes.
• We will explore the different characteristics of this research method and how it helps us understand human phenomena and contribute to theory.
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Session Outline
The key topics to be covered in the session are as follows:
• Topic One: Nature of Qualitative Research
• Topic Two: Types of Qualitative Research
• Topic Three: Evaluating Qualitative Research
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Reading List
• Cozby, P. C. (2004). Methods in behavioral research (8th Ed.). Mayfield Pub. Co. CA.
• http://open.lib.umn.edu/psychologyresearchmethods/ (Chapter 7, pages 141-146). Please refer to Sakai for the PDF version of this textbook.
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NATURE OF QUALITATIVE RESEARCH Topic One
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Qualitative Research
• ‘Qualitative Research…involves finding out what
people think, and how they feel - or at any rate, what
they say they think and how they say they feel. This
kind of information is subjective. It involves feelings
and impressions, rather than numbers’
• Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing,
American Marketing Association
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Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people
bring to them.
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Positivist Paradigm
• Emphasises that human reason is supreme and that
there is a single objective truth that can be discovered
by science
• Encourages us to stress the function of objects,
celebrate technology and to regard the world as a
rational, ordered place with a clearly defined past,
present and future
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Non-Positivist Paradigm
• Questions the assumptions of the positivist paradigm
• Argues that our society places too much emphasis on science
and technology
• Argues that this ordered, rational view of consumers denies
the complexity of the social and cultural world we live in
• Stresses the importance of symbolic, subjective experience
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Qualitative Research Methods
• Common Features
– Intensive contact with the sample or setting which allows for deep understanding of their life experiences
– Usually small sample
– Researcher as much as possible sets aside own values, preconceptions and attempts to understand the phenomenon from its perspective
– Seeks thick description of personal experiences, etc.
– Usually relies on quotes from participants
– Qualitative researchers often do quantify data.
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TYPES OF QUALITATIVE RESEARCH Topic Two
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Qualitative Data Collection Techniques
• In depth Interviewing
• Focus Groups
• Participant Observations
• Ethnographic Studies
• Projective Techniques
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In depth Interviews
• In-depth Interviewing – open ended or interview guides
– small number of participants, etc.
• Strengths – allow for flexible exploration of the phenomenon of interest
– conditions of data collection are more standardized eg. recording of interviews etc.
– instant clarification of issues can be sought
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In depth Interviews
• Weaknesses
– problem with generalizability
– time consuming etc.
– Depends on the expertise of the interviewer
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Focus Group Discussions
- an interview with a group of people
- unit of analysis is the group
- usually has a moderator to facilitate the interview
- group size between 6 and 12 persons
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Focus Group Discussions
• Strengths
– Greater access to shared knowledge
– allows for observation of social interaction of members
• Limitations
– some who are not vocal may not talk hence hiding their rich knowledge
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EVALUATING QUALITATIVE RESEARCH
Topic Three
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Advantages of Qualitative Research
• Deeper understanding of the phenomenon
• opportunity to seek clarification of issues instantly
• Easier to design
• Flexibly design (modify as you go on)
• Develop close contact with respondents/participants
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Disadvantages of Qualitative Res
• Subjective
• Time consuming
• Lacks external validity (small sample)
• Depends on the expertise of the researcher/interviewer
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References
• Cozby, P. C. (2004). Methods in behavioral research (8th Ed.). Mayfield Pub. Co. CA.
• http://open.lib.umn.edu/psychologyresearchmethods/ (Chapter 7, pages 141-146). Please refer to Sakai for the PDF version of this textbook.
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Thank You