Transcript Preparing for Qualitative Research

Preparing for Qualitative
Research
Preparing For Qualitative Research
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Recall: The Situation Analysis is the
springboard for identifying research
opportunities/future directions
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The Problem Statement identifies the most
viable direction(s) and proposes the
information needed to better understand
them.
Preparing for Qualitative Research
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For each informational need identified (at
the end of Part I), researchers should
make decisions regarding the best way to
address it
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The types of questions and techniques
most likely to generate relevant
information
Preparing for Qualitative Research
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Developing the interview guide or
discussion guide
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An outline for how the researcher should
proceed through an interview/discussion
Pre-testing the instrument
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Mini-group
Other Tools Required for Qualitative
Research
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Recruitment Screener
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An aid used to ensure that the research
sample is properly selected
Informed Consent Disclosure Agreement
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Document used to explain the nature of the
research, time obligations required, and
participant rights
Decisions Needed to Complete the
Tools
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Research method to be used
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Research objectives
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To investigate consumer considerations in
selecting a living space
To examine who students turn to when seeking
input from opinion leaders
To better understand what factors individuals
weigh when choosing a career
Decisions Needed to Complete the
Tools
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Research sample/sampling criteria
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Who should we recruit to participate?
What do they need to “qualify” for
participation?
How specifically will we recruit
participants?
Constructing the
Discussion Guide
Purpose
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To clarify what “asking the right
questions” means
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To review discussion guide format and
content
Objective of Qualitative Research
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Recall: The purpose of qualitative research
is to generate insights, understanding
about attitudes, interests, and opinions
(AIOs)
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Determines the subjective reality of the
subjects
The Stages of Group Processes
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Forming
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Storming
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“Inclusion stage”
“Sizing up” stage
Norming
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Commonalities discovered between group
members
The Stages of Group Processes
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Performing
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High energy stage of cooperation within group
Mourning
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Wind-down stage
Opening the Discussion (Forming)
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The Welcome
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The overview of the topic
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The ground rules
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The “ice breaker” first question
The Art of Asking Questions
The right questions are those that assess
1. What subjects did, experienced, noticed
2.
How they reacted to their experiences,
observations
3.
What made them react the way they did
The Art of Asking Questions
4.
What props and costumes were used in
the experience
5.
What dialog occurred (who said what to
whom), and
6.
When each event occurred (chronology)
The Art of Asking Questions
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Questions should be open ended
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Dichotomous questions should be avoided
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“Why” questions should be avoided
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Reframe the question to encourage spontaneity
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Leading questions
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Avoid “marketing speak”
The Art of Asking Questions:
Interviewing Techniques
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Validate Different Opinions
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The Pause
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Listen for “hidden treasures”
The Probe
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Are there any other points of view?
Would you explain further?
Is there anything else?
Please give me an example of what you mean?
Summarizing, restating
Wind Down Comments/Questions
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Summarize the main discussion points
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“Is there anything you’d like to add that
hasn’t been mentioned?”
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“What one thought or idea would you like
my client to take from this session?”
The Art of Asking Questions: Body
Language
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Restrict head nodding or facial expressions
that can be misinterpreted
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Neutral affirmations are acceptable (“OK,”
“Uh huh”)
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But avoid approval-giving words (“Right,”
“Good,” “Excellent”)