May 28 - May 28, 2009 Qualitative Research Methods •...

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Unformatted text preview: May 28, 2009 Qualitative Research Methods • Qualitative Text Analysis: - S u bj e c tiv ely a n alyz e n a t u r ally o c c urrin g “t e x t s ” (co nv e r s a tio n s, m e di a m e s s a g e s) - Rh e t oric al Criticis m: o Critiq u e for m, c o n t e n t, im a g e r y, d eliv ery, of s p e e c h e s / p o p c ult ur e Dis pl a y s of a u t h orit a tiv e la n g u a g e or m e t a p h or s in a p r e sid e n ti al speech “Fa n t a s y t h e m e s ” in s t u d e n t s “drinkin g s t ori e s ” o n fac e b o o k o Cr aft a r g u m e n t s a b o u t c ult ur al im plic a tio n s (of p o w e r, g e n d e r, r a c e , e t c.) C alle d critic al s t u di e s or c ult ur al s t u di e s Marxis t or fe minis t a n aly sis of a d v e r tisin g im a g e s - Conv e r s a tio n An alysis: o Micro-lev el a n aly sis of r e c or d e d c o n v e r s a tio n o Trackin g int err u p tio n s, h o w t o pic s hifts a r e d o n e , t h e u s e of c e r t ai n m a rk e r s (s o, o h) in c o n v e r s a tio n s, t ur n-by-t ur n c o or din a tio n of s p e e c h , g a z e , b o d y, d u rin g t u t orin g • Q u alit a tiv e St u di e s of Peo pl e: (int e r pr e tiv e, e t h n o g r a p hic, field r e s e a r c h) o Go al: t o d e v elo p ric h u n d e r s t a n din g of p e o pl e’s s u bj e c tiv e e x p e ri e n c e o So m e im p or t a n t fe a t ur e s: Na t ur al s e t tin g Re s e ar c h e r’s n o t s e p a r a t e fro m p a r ticip a n t s Th e s u bj e c t s g uid e w h a t is s t u di e d Ind u c tiv e t h e o ry-b uildin g o Particip a n t o b s e r v a tio n: Particip a tio n: • Res e a r c h e r oft e n (n o t alw a y s) p a r ticip a t e s in t h e e v e n t s / gr o u p s und er study • “N a tiv e s ” m a y or m a y n o t b e a w a r e of b ei n g s t u di e d Im p ort a n t iss u e s • Typic ally p ur p o siv e ty p e s of s a m plin g (c a s e s t u di e s c o m m o n ) • Con s tr u c tio n of d e t ail e d field n o t e s a n d r e c or d s • Finis h e d w h e n a c hi e v e s a t u r a tio n ( m or e d a t a will n o t a d d n e w i nsig h t) o Q u alit a tiv e int e rvi ewin g: Uns tr u c t ur e d (or s e mi-s tr u c t ur e d) • O p e n-e n d e d q u e s tio n s, fr e e t o c h a n g e • G e t tin g d e p t h is k ey Typ e of Int e rvi ew s • Eth n o gr a p hic c o n v e r s a tio n s • Depth interviews o Focus Groups Groups discuss an issue on presence of moderator Again open-ended questions • Leader should facilita te, not control Popular technique in marketing and politics as well as research • The Trustworthiness of Data: - Qualitative research is not concerned wi th: o Reliability and validity of measure men t o Internal and external validity - Instead focus is on researcher “ in terpretations ” o Should be credible, trackable, well-reasoned o Good to triangulate qualitative me thods (participant observations with d epth interviews) ...
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