Designing Qualitative Research

1. Designing Qualitative Research Researcher is primary data collection instrument Participation and observation are integrated Focuses on specific interactants in specific communication contexts and events

2. Researcher’s Role in Qualitative Methodologies Role of researcher is integrated within the context of individuals being observed In the research context for extended periods of time Observes the communication firsthand

3. Forms of Participant Observation participant observer Complete participant Participant-as-observer Observer-as-participant Complete observer

4. Identifying the Research Focus Is the research question personally interesting or compelling? Should be contextually bound Each project will result in a unique design solution Develop a purpose statement as road map Consider researcher’s flexibility to fit in

5. Consulting the Literature • Become familiar with content literature • Terminology or practices in this setting • Theories that can be supported or refuted • Become familiar with research which used the method you’re planning to use • Become familiar with research techniques before gaining access

6. Research Questions and Objectives • Qualitative tends to emphasize description and explanation • More common • Research question or series of questions • Research purpose or objective • Connected to context studied

7. Sampling in Qualitative Studies • Snowball sampling • Ask participants for referrals • Network sampling • Seek individuals who fit profile • Purposive sampling • Seek individuals who meet criteria • Maximum variation sampling • Seek participants until data are redundant

8. Sampling Qualitative Data • Impossible to observe every interaction of all interactants • Identify settings, persons, activities, events, and time periods • Distinguish between routine, special, and untoward events • Randomly selecting days and times increases the representativeness of your observations

9. Gaining Access • What would you tell the people you approach that you wanted to study? • What if they asked why you want to study them? • Consider alternative ways of gaining access • Researcher can invade personal space or private conversations in public settings

10. Gaining Access • If you take on a covert role, your acceptance by others depends on your ability to play the part • Consider a gatekeeper or sponsor • Will your observations provide the data you need? • Is the setting suitable? • Can you observe what you want to observe? • Will your observations be feasible? • Can you observe in such a way that you are not suspect to others?

11. Becoming Familiar with People and Places

12. Developing Trust • Trust must be addressed due to researcher’s intimate role with participants • Must be addressed in first contact • Trust is person-specific • Trust is established over time • Trust can be destroyed with one event • Trust between researchers and participants is paramount

13. Developing Rapport Ask simple questions Maintain positive conversation posture Learn names and titles Perform commitment acts Locate key informants

14. What Constitutes Data in Qualitative Research? • The concept of data is broadly cast • ranges from public to private • More continuous than discrete • Field notes • Recordings • Written or digital documents • Photographs or maps • Artifacts

15. Your Impact as a Researcher • Your sex, age, and ethnicity affect what you observe and how you observe it • Report similarities and differences that you believe affected data collection or interpretation • Research teams should be diverse • Males and females • Age • Ethnic, racial, or cultural groups