Video reflection, answer 3 questions (due 8am EST 14th)
DDDlyz
QualitativeResearch_March12.pptxQUALITATIVE RESEARCH
WHAT IS A QUALITATIVE RESEARCH?
Descriptive or Exploratory in nature
What happened?
Interpretive
What is the meaning to people about what happened?
Generally not supported by an existing theory
Process-oriented
What happened over time?
How is it different from Quantitative Research?
Bring more specificity to the project/study as compared with the purpose statement
What do you want to answer as a result of this study?
For your assignment, you will all pursue 3 common research questions:
How does business as usual work in this area?
How aware are industry professionals about sustainability impacts of their work on suppliers/factories?
What ideas do industry professionals have for new ways of working that support positive sustainability outcomes for their own companies and their suppliers?
These are DIFFERENT than measures/items/indicators/questions used in an interview schedule or questionnaire.
DEVELOPING A QUALITATIVE RESEARCH QUESTION
3
QUALITATIVE SAMPLE TYPES
Convenience sample
Convenient to the researcher
Least scientific, lacks intellectual credibility
Purposeful sample
Thoughtfully recruited
Snowball sampling
Theoretical sample
Participants who have experienced the process of interest that is being studied
Helps to develop a grounded theory
How many participants to interview?
Reached saturation (find nothing new)
QUALITATIVE DATA TYPES
Individual Interviews
Conducted with one participant at a time
Purpose: Detailed/in-depth, sensitive info, require only few participants to answer the question, recruitment limitation
Focus Group Interviews
6-8 participants at a time, elaborate, capture different perceptions, brainstorm
Observations
Participants and setting are observed; disadvantage: Subjectivity of researchers
Documents & Artifacts
Public records, Private doc, Artifacts
Triangulation
Multiple forms of data, increases validity of the findings
Interviews + Documents /Artifacts
WHAT IS AN INTERVIEW QUESTION?
Open-ended questions that can answer the research question/serve the purpose of the study.
Questions start with “how, what, describe, explain, etc.
Answers cannot be in “yes/no”.
Questions must be non-leading/non-biased.
Open to additional probing/follow-ups (semi-structured interview protocol)
The first few interview questions generally sets the tone/lays the foundation for subsequent questions (e.g., Describe your typical day, etc.).
To transport the interviewee to the context of the study being conducted
Can any one come up with an Interview Question to partly answer any one of the Research Questions in SLIDE 3?
Interviews
What is a key difference between Qualitative and Quantitative Interviewing?
Different types of interview questions (Spradley, 1979):
Descriptive questions/Grand Tour questions: question that lay out an in-depth descriptive sequence explaining a series of events
Experience questions: questions asking for particular experiences that people have had while in a particular setting;
Native language questions: questions to describe an unfamiliar phrase
Probes: Silent probe or Uh-Huh probe.
HOW TO DO AN INTERVIEW
Face-to-Face OR Phone / Skype / “Zoom” interviews
Audio recorded, transcribed
An Interview Guide (Semi-structured Interview Protocol) is a list of topics or questions that the interviewer hopes to cover during the course of an interview.
1. Opening / “Breaking the ice
Greet/ build rapport, purpose of the interview, demographic questions before or at the end?, ask a “broad” question
2. Main Questions
Interview Questions and probes (based on the “flow” of interview)
3. Closing
Thank you, anything else?, compensation (not always)
Contrast between “poorly done” and “much better” interview:
https://www.youtube.com/watch?v=9t-_hYjAKww
Sample of Semi-structured Interview Guide (my grad thesis)
RQ1: What are consumers experiences while shopping from online fashion subscription companies?
Tell us what motivated you to join (fashion subscription service).
What are your experiences using the subscription service?
What shopping benefits have you derived from subscription services?
Describe the drawbacks when shopping with these services.
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STRENGTHS AND WEAKNESSES OF QUALITATIVE RESEARCH
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