Research Design: Qualitative

Dr. Nicole Gross Nicole.gross@dbs.ie 087 7523973

Research approach Choice of subjects/sample design Access to subjects

Research Approach
=> QUALITATIVE RESEARCH Question: What, why, how does it work? Evaluation: Subjective/ Soft Science Achievement: Developing Theory

Characteristics: Value-laden and interpreted, researcher involvement, emergent and evolving Dependency: Context dependent Goal: Uniqueness patterns and theories for understanding Approach: Inductive reasoning/questions

Influence of Method

Type of Methodology Strategy / plan of action that links methods to outcomes Techniques and procedures that are proposed for use Qualitative: focus group, case study, interviews, participant observation, ethnography (Quantitative: surveys/questionnaires, experiments)
Influence Influence Influence

What subjects you choose and how to access to them .

Choice of Subjects
Qualitative Research
Non-Probability Sample Convenience/Haphazard/Accidental Sample: - Sample picked for convenience and ease of access (friends, fellow students, shoppers in one store) Quota Sample: - Researcher establishes quota (e.g. 30% women) and can pick respondents as long as quote is met Judgement/Purposive Sample : - Picking sample that you think is representative for the study - Useful when there is only few experts in the area of research

Choice of Subjects
Qualitative Research
Snowball: - Chain referral sampling - Type of purposive sampling - Relies on social network - First respondent refers a friend, friend refers a friend
Goal:

Generate a selective sample of respondents to answer your hypothesis and get valid findings (quantitative) Goal: Get a sufficient amount as well as the appropriate type of respondents to answer your research questions and get valid findings (qualitative)

Access to Subjects
Qualitative Research
Access to good sources = significant effect on nature and quality of data collected (Shenton and Hayer, 2004) Gaining access to organizations : Tactic One Known sponsor approach Tactic Two Phased entry Tactic Three Reciprocity Tactic Four Honesty and openness Tactic Five - Demonstration of professional suitability Tactic Six Exploitation of past links with the organization Tactic Seven Receptiveness to suggestions

Tactic One Known sponsor approach

Advantages:

Very successful method of securing entry Funding is secured by reputable organization and researcher will be able to cite the bodys support Establishes credibility and legitimacy Researcher may not approach firms directly (e.g. software firm) but a higher level body that exercises overall control over them (in that case Irish Software Association) support at executive level sponsor must be acknowledged at all times, researchers may be seen as an extension of the sponsor Researcher may be seen as expert or critic (which s/he may (Shenton and Hayter, 2004) not be)

Drawbacks:

Tactic Two Phased entry

Target companies with a small survey this could ensure that the organizations ultimately asked to participate meet certain criteria (but it is not the actual research) Preliminary contact can serve as an ice-breaker Getting a foothold in organization If more demanding involvement is needed (providing access and perhaps appropriate documents), the researcher is known to organization

(Shenton and Hayter, 2004)

Tactic Three Reciprocity

Investigator agrees to share his or her findings with the collaborating organizations and make available to them copies of any papers that emerge from the research activity Alternatively, workshops/seminars can be staged after the analysis of the study data Collaborating company offers (in turn) offer access to the site, its personnel and users as well as its managers Since companies give up resources they often feel entitled to that idea of exchange relationship

(Shenton and Hayter, 2004)

Tactic Four Honesty and openness

The researcher should address a range of issues openly and honestly to negotiate / facilitate access (especially prolonged) Issues include: Reasons for the choice of fieldwork sites The work that will be undertaken there The nature and extent of any disruption that will be caused The procedures for reporting the studys results Time-scale of research Plans to anonymize data

(Shenton and Hayter, 2004)

Tactic Five - Demonstration of professional suitability

During discussions with professionals, the researcher should be able to demonstrate an awareness of wider professional trends, as well as any more local developments Membership of appropriate professional associations and references to relevant experience, employment and personal interests can also be critical in facilitating acceptance and in breaking down barriers Context-specific e.g. schools or hospitals etc

(Shenton and Hayter, 2004)

Tactic Six Exploitation of past links with the organization

If researcher has any previous connections with the organizations approached or the immediate local area, these can be emphasized in the early approaches If members of staff within the organizations are known, these an be invaluable in ensuring that the investigator gains the access that is desired

(Shenton and Hayter, 2004)

Tactic Seven Receptiveness to suggestions

Managers of the organizations may offer their own ideas to the researcher about the tactics that he or she intends to use during the fieldwork especially in relation to regard to data collection methods and the sampling of individuals within their organizations Can be helpful if manager is better equipped than the investigator to know the true situation on the ground Check if the managers proposals conflict with research stipulations, plans or aims of the project If not, these suggestions are worth adopting

(Shenton and Hayter, 2004)

Access to Subjects
Qualitative Research
Gaining access to individual informants : Tactic One Prolonged engagement Tactic Two Chameleon approach (blending in) Tactic Three Using incentives Tactic Four Emphasizing the value of personal contribution and gratefulness Main Challenges: 1. Securing entry to informant(s): dealing with gatekeepers who can deny/infringe access 2. Persuading informants to contribute data to contribute data

Tactic One Prolonged engagement

Critical strategy for establishing the trustworthiness of a qualitative study Essential for merely securing the participation of those from whom the researcher would like to collect data Time well beyond the initial orientation and overview Gain the trust of and to develop a rapport with potential informants Disestablishing the sense of threat or suspicion that may accompany the researchers presence

(Shenton and Hayter, 2004)

Tactic Two Chameleon approach

The investigator seeks to deeply immerse himself or herself in a particular community (ethnographic approach) Researcher blends in with the world of the participants or in terms of the culture of the organization in which he or she is operating With prolonged engagement, comes more acceptance, understanding and insight Researchers appearance (e.g. clothing), speech (e.g. vernacular and conversations) and behavior (e.g. sharing of stories, similar interests) blends in with the organization researcher moves from being an outsider (Shenton and Hayter, 2004) to becoming an insider

Tactic Three Using incentives

Incentives may form an extension of the policy of reciprocity Incentives range from: payment of each informant automatic entry of all participants into a lucky draw where prices are given Charitable donations for participation Problem: Costly and impractical Danger of bargaining informant tells you what you want to hear (v truth)

(Shenton and Hayter, 2004)

Tactic Four Emphasizing the value of personal contribution and gratefulness

Articulate to a wide audience the contribution that each individual can make to your research Acknowledging how important their time, cooperation and words are Expressing your dependence on what they have to offer Elaborating on your pleasure with their company Do not underestimate the psychological benefits! Delivering a key aim in qualitative research, namely to capture the nuance and meaning of each participants life from the participants point of view

(Shenton and Hayter, 2004)