TUESDAY, MARCH 4 , 2014THE PRESENTATION WILL BEGIN AT NOON

The ABCs of Qualitative Research

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NICOLE L. STURGESASSISTANT DIRECTOR

CENTER FOR SURVEY RESEARCH

THE ABCs OF QUALITATIVE RESEARCH

SESSIONAGENDA

Qualitative research definedQualitative vs. QuantitativeMethods for collecting

qualitative dataIn-depth interviewing/focus

group discussionsKey study design

considerationsQualitative analysis optionsReporting and presenting

your qualitative dataCSR qualitative servicesQuestions?

WHAT IS QUALITATIVE RESEARCH?

Allows researchers to delve deeper and gather an in-depth understanding of a particular topic

The “whys?” and “hows?”

QUALITATIVE VS. QUANTITATIVE RESEARCH

Qualitative QuantitativeObjectives(when to use)

• Exploration and discovery• Context and depth• Interpretation

• Quantify• Generalize information

about a population• Describe characteristics

of a population

Examples Focus groups, in-depth interviews, etc.

Telephone surveys, web surveys, etc.

Data format Text Numerical

Flexibility in study design

• Data collection and questions adjusted based on discussion and what is learned

• Stable from beginning to end

Cost • Can be a cheaper option • Typically more expensive – pay interviewers, phone bill, sample, etc.

QUALITATIVE DATA COLLECTION METHODS

Interviews In-depth one-on-one interviews with a trained interviewer

Focus Groups Small group interview, usually 6 to 10 people lead by an

experienced moderator

Participant Observation Recording behaviors of people in their own environment

Other Self-reports of knowledge or attitude, including: field logs or

diaries

IN-DEPTH PERSONAL INTERVIEWS

IN-DEPTH PERSONAL INTERVIEWS

One-on-One with trained interviewer Can be conducted face-to-face or via telephone Typically last 30-60 minutes

Useful when you want detailed information about an individual’s thoughts or behaviors

Useful for more personal or sensitive topics

Some examples: Program evaluation Needs assessment Instrument development

ADVANTAGES CHALLENGES

Provides more detailed information with little burden for the respondent

Respondents can feel more comfortable to open up and discuss

Utilize non-verbal communication in your research

Flexibility

Time consuming

Not generalizable

Dependent on the skills of the interviewer

ADVANTAGES VS. CHALLENGES OF IN-DEPTH INTERVIEWS

QUALITATIVE INTERVIEWERS

Interviewing requires a high level of training and skill

Understand what you are trying to get out of interviews Filter and draw out information Keep respondent on track

Use proper interviewing techniques Active listening Avoiding yes/no and leading questions Avoiding bias/no personal opinions Probing Patience

FOCUS GROUPS

FOCUS GROUPS

Small group discussions/interviews led by a trained moderator

Useful when: Looking for a range of ideas or feelings from people Trying to understand differences between groups or

categories of people Information is needed to help design a quantitative

study (i.e. survey instrument development) Trying to clarify data already collected from a

quantitative study

ADVANTAGES CHALLENGES

Group dynamic

Utilize non-verbal communication in your research

Flexibility

Client or sponsor involvement

Need a trained focus group moderator

The dominant personality

Time consuming

Not generalizable

ADVANTAGES VS. CHALLENGES OF FOCUS GROUPS

TRAINED FOCUS GROUP MODERATOR

Highly skilled and trained in moderating skills

Proper techniques including: Active listening Probing Flexibility and patience Group interaction skills Pleasant personality – make people feel comfortable

An untrained moderator will not yield high quality data!

CSR has trained moderators

STUDY DESIGN CONSIDERATIONS FOR IN-DEPTH INTERVIEWS AND FOCUS

GROUPS

KEY CONSIDERATIONS

LOGISTICS

How many groups to conduct/people to interview? Considerations

Breadth and depth of research on your topic/issue; may need a literature review

Your population Level of analysis needed Basic logistics (budget, travel, availability, etc.)

Saturation, or the point when you have heard a variety of ideas and you are no longer getting new information

Krueger & Casey (2000) suggest the rule of thumb is 3-4 focus groups with any one type of participant.

MORE LOGISTICS

Consider your participants when setting the date and time for your session or interview. Focus groups typically last 1-2 hours In-depth interviews last 30 minutes to an hour

Location Easily accessible, convenient, good parking

Room considerations Private – able to close a door Quiet with minimal distractions For focus groups consider:

Large table that is conducive to group discussion Availability of food or catering Examples - Hotel meeting rooms, community rooms, libraries, etc.

FOCUS GROUP FACILITY RENTAL

• Room on Penn State Harrisburg campus in Church Hall

• Comfortably seats 15

• Ample parking

• Private viewing room with a one-way mirror

• Audio/visual equipment available

• IT support

• Other services available, contact CSR if interested csr@psu.edu

RECRUITING PARTICIPANTS

How do you find participants? List Random mailing/phone screening Advertisements/flyers Key stakeholder groups Onsite intercepts Piggyback Snowball recruiting

Over-recruit or create a waiting list

Recruiting is the most challenging and time-consuming part of qualitative data collection!

TIPS AND STRATEGIES TO HELP YOU RECRUIT RECRUITING

BOOST YOUR RECRUITING NUMBERS

Offer incentives – worth the investment! Money Food Gift cards

Show the importance of participationMake personal contactPre-notification letter or emailSend a confirmation letter or email Make reminder calls to each participant

LINE OF QUESTIONING

Remember your research question!

Open-ended and conversational

Clear and easy to say

Stick with short

How many? Focus Groups - 8 to 12 questions In-depth Interviews - Up to 15 questions

FUNNEL APPROACH

One way to help you design your moderator’s guide or in-depth interview guide.

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

• Greet participants as they arrive

• Engage in small talk

• Make participants feel comfortable

• Pre-session activities

• Informed consent forms (if applicable)

• Intake form (demographics)

• Answer questions

• Address concerns

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

Greeting & Pre-Session Activities

• Start of your questioning

• Thank participants

• Give your name and names of any other researchers in the room

• Purpose of the focus group or interview

• Confidentiality

• Duration

• Instructions

• Reminder if audio recording

• Introductions of participants

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

• Introduce discussion topic

• Broad, open-ended questions

• Easier to answer to encourage participation

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

• Specific questions that will answer your main research goals

• Plan to spend most of your time here

• Be sure to probe and clarify responses to get as much information as you can

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

• Wrap up discussion

• If time allows, give participants time to provide additional comments

• Thank participants for their time and effort

Greeting (Pre-Session)

Opening/Welcome

Introductory Questions

Key Question

s

Closing

DATA ANALYSIS OPTIONS AND SHOWCASING YOUR QUALITATIVE DATA

ANALYSIS & REPORTING

ANALYZING QUALITATIVE DATA

• What the participants say during the interview or discussion is the essential data

• Notes, audio or video files, and transcripts can all capture your data

• Purpose helps drive analysis of your qualitative data

• Identify key themes/topics

• Use quotes for support

Qualitative Analysis Software

• Many software options available

• Helps researchers to organize, code, and analyze non-numerical data

• Is this the right tool for me to analyze my qualitative data?

QUALITATIVE ANALYSIS SOFTWARE

Nvivo Atlas.ti DedooseData formats

Word docs, PDFs, spreadsheets, audio and video files, social media data, web pages, and more

Text, graph, audio and video formats; transcription work can also be done in the software

Numbers, text, transcripts or photos

Data coding Robust pattern auto-coding

Auto-coding available No auto-coding

Visuals Range of visualization options for data

Visualization options available

Over 40 interactive data visualizations

Compatibility

Desktop (Windows; working on Mac)

Desktop (not compatible with Mac)

Web-based (can use on Windows or Mac)

Cost Educational = $670Government = $1,340Free 30 day trial

Educational = $670Government = $1,290Free trial but with limitations

Monthly fee of $12.95 (less if multiple users)Free 30 day trial

REPORTING

What is the purpose of your report? *NOTE: this should be determined at the beginning of your research

project!

Brief or full report?Five principles of reporting (Krueger/Casey

2000) Get to your point quickly! Make sure your report is clear and conveys your ideas

effectively Enlighten your audience If possible, involve others in the study and reporting Use multiple reporting strategies (narrative, audio,

video, visuals, etc.)

“JAZZ UP” YOUR REPORT

Can include visualization tools from qualitative analysis software

Word clouds www.wordle.net www.worditout.com

Pull quotes throughout your reportCharts/tablesMapsAudio or video clips

Consider your audience and what you are trying to convey with your report!

CSR QUALITATIVE RESEARCH SERVICES

Study design Interview guide /intake form

development Literature reviews Sampling Recruiting Logistics Moderating services In-depth interviewing Interviewer training Transcription Analysis Reporting FREE cost estimates!

OTHER CSR RESEARCH SERVICES

Telephone surveys (both landline and cell phone calling)

Penn State Poll – statewide omnibus poll

20-seat call center on Penn State Harrisburg campus

Web surveys Digital Dashboards Research workshops and

lectures FREE cost estimates and

much more!Visit our website for more information

http://csr.hbg.psu.edu

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QUESTIONS?

Nicole L. SturgesAssistant DirectorCenter for Survey Researchnls17@psu.edu717-948-6117http://csr.hbg.psu.edu