Upload
owena
View
114
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Chapter 9 Qualitative Methods: Introduction and Data Collection. CONTENTS. Introduction: nature, history and development Merits, functions, limitations The qualitative research process The range of methods – introduction Validity and reliability. Data collection/analysis. - PowerPoint PPT Presentation
Citation preview
Chapter 9 Qualitative Methods:
Introduction and Data Collection
CONTENTS
• Introduction: nature, history and development• Merits, functions, limitations• The qualitative research process• The range of methods – introduction• Validity and reliability
Data collection/analysis
• Typically, in qualitative methods, data collection and analysis are intermingled
• Although Research Methods for Sport Studies and Sport Management has separate chapters on data collection (Ch. 9) and data analysis (Ch. 15), this relationship is recognised.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Nature of qualitative methods
• Qualitative methods deal with:– words (+, sometimes, images, sounds)– generally a great deal of information about relatively few
cases/subjects, sometimes called ‘rich’ or ‘thick’ data• Reason for use:
– pragmatic: eg. nature of the data, small number of available subjects
– theoretical: subjects ‘speak for themselves’
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Merits • Correspond to the qualitative nature of sport
experiences.• Brings people into sport research and studies them
‘in the round’ (Maguire). • Results understandable to people not statistically
trained. • Able to encompass personal change over time. • Suited to investigating face-to-face interaction
between people (symbols, gestures, etc.).• Suited to providing an understanding of people's
needs and aspirations.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Use in market research (Peterson)
• developing hypotheses on behaviour and attitudes; • identifying the full range of issues/views/attitudes to be
pursued in larger-scale research;• suggesting methods for quantitative enquiry;• identifying appropriate language to use in surveys; • understanding buying decision-making process; • developing new product/service/marketing strategy ideas –
free play of attitudes/opinions a rich source of ideas for the marketer;
• providing initial screening of new product/service/ strategy ideas;
• learning how communications are received by potential customers – particularly related to advertising.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative methods: ‘Issues’ (Miles & Huberman)
• Labour-intensiveness • Time-extensiveness• Frequent data overload• Possibility of researcher bias• Time demands of processing/coding data• Adequacy of sampling• Generalisability• Credibility, quality and utility of conclusions
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative research process (Fig. 9.1)
4. Write up results
1. Hypothesise/ conceptualise/plan
2. Collect data
3. Analyse data
Sequential approach (typical of quant. methods)
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative research process (Fig. 9.1)
4. Write up results
1. Hypothesise/ conceptualise/plan
2. Collect data
3. Analyse data
Sequential approach (typical of quant. methods)
Recursive approach (typical of qualitative methods)
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Grounded theory (Glaser & Strauss)
• Theory arises from (qualitative) empirical
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
Focus groups Groups (5-12) with facilitator rather than interviewer
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
Focus groups Groups (5-12) with facilitator rather than interviewer
Participant observation Researcher is participant with subjects
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
Focus groups Groups (5-12) with facilitator rather than interviewer
Participant observation Researcher is participant with subjectsBiographical methods Full or partial life histories
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
Focus groups Groups (5-12) with facilitator rather than interviewer
Participant observation Researcher is participant with subjectsBiographical methods Full or partial life historiesTextual analysis Print and audio-visual material )can also
be quantitative
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
The range of methods of qualitative data collection (Fig. 9.2)
Type Features
In-depth interviews Checklist rather than questionnaireUsually small number of subjects
Focus groups Groups (5-12) with facilitator rather than interviewer
Participant observation Researcher is participant with subjectsBiographical methods Full or partial life historiesTextual analysis Print and audio-visual material )can also
be quantitativeEthnography Uses a number of the above techniques –
from anthropology
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Context: questions, responses & interview types (Fig. 9.3)
Interview type Question format Responses Interviewer/interviewee interaction
Structured Prescribed by questionnaire
Pre-coded Formal, consistent
Structured Prescribed by questionnaire
Open-ended
Formal, consistent
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Questions, responses & interview types (Fig. 9.3)
Interview type Question format Responses Interviewer/interviewee interaction
Structured Prescribed by questionnaire
Pre-coded Formal, consistent
Structured Prescribed by questionnaire
Open-ended
Formal, consistent
Structured + semi-structured elements
Prescribed by questionnaire + supplementary
Open-ended
Mostly formal, consistent
Semi-structured Checklist: question format not prescribed
Open-ended
Conversational, variable
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Questions, responses & interview types (Fig. 9.3)
Interview type Question format Responses Interviewer/interviewee interaction
Structured Prescribed by questionnaire
Pre-coded Formal, consistent
Structured Prescribed by questionnaire
Open-ended
Formal, consistent
Structured + semi-structured elements
Prescribed by questionnaire + supplementary
Open-ended
Mostly formal, consistent
Semi-structured Checklist: question format not prescribed
Open-ended
Conversational, variable
Unstructured Only the broad topic area is prescribed
Open-ended
Free-flowing conversational, variable
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
In-depth interviews
• Nature:– Length – 30 mins to several hours– Depth – more in-depth than a typical questionnaire-based
interview– Structure – fluid, informal structure
• Purposes/situations:– No. of subjects small– Information complex/variable– Exploratory/preliminary.
• Checklist of topics: – rather than formal list of questions
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Example of checklist: interview on sport activity (Fig. 9.4, part)
CURRENT SPORTS ACTIVITIES HOW OFTEN? WHY?
EXPLORE EACH ONE – COMPARE WHERE? home/away from home WHO WITH? MEANING/IMPORTANCE TYPE OF INVOLVEMENT
ACTIVITIES WOULD LIKE TO DO WHY?
MEANING TO YOU OF: ‘FITNESS’ ‘SPORT’
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
In-depth interview: interviewing process
• Standardised approach: – question format same for all subjects– minimal unscripted interaction
• Informal/unstructured approach– Free-form, conversational– Substantial interaction
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
In-depth interview: interviewer interventions (Whyte) (Fig. 9.5)
1. ‘Uh-huh’ Non-verbal response - indicates that the interviewer is still listening/ interested.
2. ‘That’s interesting’
Encourages the subject to keep talking/expand on the current topic.
3. Reflection Repeating last statement as a question - e.g. 'So you don't like sport?'
4. Probe Invites explanations - e.g. 'Why don't you like sport?'
5. Back tracking Recall something said earlier – invite further information - e.g. 'Let's go back to what you were saying about your school days'.
6. New topic Initiating a new topic - e.g. 'Can we talk about other leisure activities - what about entertainment?'
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
In-depth interview: recording
• Take notes, during or after the interview?• Sound/video recording?
– Create written version: Transcription: – Use of transcription software
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Focus groups• Nature:• Similar to in-depth interviews but:• Conducted with a group (typically 6-12 members).• Facilitator (rather than interviewer) guides discussion.• Interaction between subjects takes place.
• Purposes/situations:• researching a small group which would not be adequately
represented in a general community survey• used when the interaction/discussion process itself is of
interest – eg. testing reactions to a new product;• individual in-depth interviews may not be practical to arrange
for s but people are willing to be interviewed as a group.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Focus groups contd
• Methods:• Facilitator has similar role to interviewer• Significant difference: need to ensure all group
members have their say• Recording: as for in-depth interviews
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Participant observation
• Nature: The researcher becomes a participant in the social process being studied.
• Examples:• Studying a whole community by living there –
Whyte Street Corner Society• Studying a sport facility/club as a user/member.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Participant observation: issues
• Gaining admission to/acceptance by a group• What role to play:
– Full identification as researcher?– Partial identification?– No identification or fake identity?– NB Related ethical issues
• Identification of informants/confidants – related to the idea of sampling
• Practicalities of recording of information
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Analysing texts
• Research tradition derived from the humanities– And theology: hermeneutics
• ‘Text’ includes:– Books, newspapers, magazines - Pictures– Posters - Recorded music– Film - Television– Internet
• Examples exist of analysis of:– Novels and other literature– Mass media coverage of events/issues– Film– InternetA. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Biographical research
• The study of people’s lives• Biography/autobiography/personal narrative
– eg. major figures in a sport• Oral history
– eye-witness accounts of events, lifestyles• Memory work
– Focus group style process using shared written accounts of experiences – eg. holidays
• Personal domain histories– Accounts of individual life-time experience of a life-domain,
eg. Sports involvement
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Ethnography
• From the Greek ethnos, people.• Not one technique but an approach drawing on a
variety of, generally qualitative, techniques.• Also: bricollage: mixed methods.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Validity, reliability and trustworthiness• As discussed in Ch. 2:
– Validity: extent to which the research represents what is intended
– Reliability: extent to which research is replicable• Internal validity: data gathering process:
– qualitative research validity likely to be high• External validity: applicability beyond the research
subjects:– typically no general applicability is claimed, but some
wider applicability can be expected …
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Validity, reliability and trustworthiness contd
• Replication– Often not possible in qualitative research, but like meta-
analysis, cumulative evidence from similar studies may be used.
• Trustworthiness – term used for qualitative research to cover validity and
reliability
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: RoutledgeA. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge