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Qualitative Research
Sean Bruna-Lewis, MA, PhD(c)
Ethnology & Linguistics
Department of Anthropology
University of New Mexico
GRC Fall Lecture Series
October 9, 2012
Photos from field research. Ysleta del Sur Pueblo (left); Community Garden in Albuquerque (top right), HSHPS Internship in Atlanta, GA
(center right); Napo Runa Amazonian Ecuador (bottom right),
Overview
• What is qualitative research?
• Key differences between qualitative and quantitative research
• Different research designs
• Types of data: 3 Examples
• Data collection
• Data analysis
What Methods are you
comfortable with?
• Quantitative (rank from 1 to 3, with 3 as the highest)
• Qualitative (I’m really comfortable. This one time….)
• Mixed (I’m the #1 expert)
• Neither (If a tree falls…..)
• I’m not sure
Definitions
Qualitative research is concerned with developing explanations
of social phenomena among groups of people.
• Why people behave the way they do in a given context
(structure/agency)
• How opinions and attitudes are formed
• How people are affected by the events that go on around them
and how they shape events (opportunities/limitations)
• How and why cultures have developed in the way they have
• The differences between social groups
Differences Between
Qualitative & Quantitative Research
• Quantitative research asks questions that begin include How many? In what way?
• Qualitative research asks How much? Preference? How /Why so often? To what extent? When?
• Qualitative research is also interested in:
• social phenomena, in situ, not in the lab
• opinions, experiences and feelings
• Holistic, not variable
• Inductive not deductive theoretical development of world around us (deductive test a theory, for example)
Differences Between
Qualitative & Quantitative Research
Qualitative
• Empirical
• Holistic (expanding)
• Phenomenological
• Descriptive
• Inductive
• Subjective
• “Natural”
Quantitative
• Empirical
• Reductionist (minimizing)
• Structured Scientific
• Experimental
• Deductive
• “Objective”
• Contrived
Both approaches are valuable, built on certain assumptions and have weaknesses.
Which Approach Would You Choose?
Qualitative or Quantitative
• Compare the effectiveness of drug A versus B?
• National survey about car seat use by rural Latina mothers?
• Compare the effectiveness of a promotora led hypertension education
program for frontier Latinos plus clinical care vs. only clinical care?
• Examination of how non-diabetic American Indian adults explain the
cause of diabetes and their experience preventing it?
Key Aspects of
Qualitative Research
Qualitative Research is:
• Focused on groups of people
• Contextualized in a specific research setting
• Built on researcher-participant relationships
• Immersed and impacted by the “real world”
• Guided by emic perspectives
• Described using Thick Description
4 Types of
Qualitative Research Designs
• Phenomenology – study seeks to explore a phenomenon (neck pain and
computer use, feeling “awkward”)
• Ethnology – seeks to understand the beliefs and practices of a specific
group of people (religious gardens for diabetes prevention)
• Grounded Theory – understanding meaning in context (not being “lazy”
is the reason why youth don’t get diabetes)
• Case Study – a specific unit of study as a “case” (how different Latino
communities respond to “soda prohibition”)
Types of Data (there are many types)
Qualitative
• Primary
• Key participant interviews
• Focus Groups
• Participant-Observation
• Dietary Food Recalls
• Sorting
• Photo, Video, Audio
• Secondary
• Document/Policy Analysis
• Archival Research
Quantitative
• Primary
• Closed Survey Questions
• Observational counts
• Data extraction from
medical records
• Secondary
• existing data sets
Texts Numbers
“Sowing the seeds to honor
Tigua History and Tradition”: A CBPR Study of Type II diabetes Prevention at
Ysleta del Sur Pueblo
Dissertation research by
Sean Bruna-Lewis and Ysleta del Sur Pueblo
Dissertation Research: “Sowing the Seeds for the Future to Honor Tigua History and Tradition”: A Community
Based Participatory Research Study of Type II Diabetes Prevention Practices at Ysleta del Sur Pueblo
Tribal Property Map, El Paso County, Ysleta del Sur Pueblo, 1999.
“Community based participatory research begins with a research topic of
importance to the community with the aim of combining knowledge and action for
social change to improve community health and eliminate health disparities.”
W.K. Kellogg Community Scholar’s Program (2001)
Interviews
Structured
Semi-structured
Unstructured
Experimental in-situ or walking*
Simple Audio (if recorded)
Learn How To Ask:
(Lawyer vs. Mom, DC vs. YDSP)
Researcher Needs Personable Skills
Impacted by Gender, Place, Ethnicity
* note….
Focus Groups
Good when you have limited resources
Insights via group interaction
Discussion and Consensus
Researcher needs facilitation skills
6-10 participants
Enhanced audio recording equipment
Participant IDs for Tracking
Participants share something
Groups are natural or convened
Multiple Groups w/ different populations
Participant -
Observation
Require extended time (1 mo. – 2 years)
Specific field/boundary and activity to
observe (people, activity, environment,
public private, etc.)
Research needs people skills
Advanced Ethnographic Skills
Participants share something
Written, Video, Photography
Data Collection
• Monolingual, bi/tri-lingual, code switching, or other special language?
• Interview location and impact? Doctors office vs. Dinner Table vs. Community Garden .. vs. Taco Cabana music (doh!)
• Notes or no notes during interview?
• Record or not to record?
• Transcribe or not transcribe? (1 to 4 hour ratio for transcription. Fees = $100+/ hour)
• How to transcribe: “He was a good CHR.”
• “He was a GOOD CHR.” (He was very good)
• “HE was a good CHR.” (He was the only good one)
• “He WAS a good CHR.” (He once was a good CHR)
• How to back up recordings?
Data Analysis
• Software or highlighters
• Format transcripts for software
• Decide on a Coding technique
• Decide on a content analysis process
• Reliability
• Triangulation
Resources
• QualQuant.org , National Science Foundation
• AdademyHealth.org, Academy Health
• Field Methods (FMX) Journal. fmx.sagepub.com/
• Research Methods in Anthropology. By H. Russell Bernard - AltaMira Press (2011)
• Ethnographers Toolkit. By Jean J. Schensul, Margaret Diane LeCompte, G. (eds) - AltaMira Press (1999)
• Research Methods for Community Change. By Randy Stoecker - Sage Publications (2012)
• Community-Based Participatory Research for Health: From Process to Outcomes. By Meredith Minkler and Nina Wallerstein – Jossey-Bass 2nd Edition, (2011)
• Research Is Ceremony: Indigenous Research Methods. By Shawn Wilson. Fernwood Publishing Company, (2009)
• Indigenous Research Methodologies. By Bagele Chilisa. Sage Publications (2011)
• Mobile Ecology Tools. List compiled by Dr. Emilio Bruna. http://www.wec.ufl.edu/faculty/brunae/MobileEcology.php
Software Recommendations:
Mobile Field Tools And Digital Analysis
Analysis & Management Software
• Nvivo 9 - http://www.qsrinternational.com/ • student - $199 or single user - $650
• Atlas.ti - http://www.atlasti.com/ • student - $99 or single user - $1,800
• Transana - http://www.transana.org/
• TAMS - http://tamsys.sourceforge.net/
• hyperResearch -http://www.researchware.com
• MAXQDA - http://www.maxqda.com/
• Dedoose - http://www.dedoose.com/
• Post-It Notes -http://www.post-it.com
Digital Data Collection
• iPhone/Pad
• Electronic Surveys
• Type Field Notes
• Transcribe interviews
• Digital Photos
Sean Bruna-Lewis
MA, PhD (c)
Andrew W. Mellon & RWJF Fellow
Department of Anthropology
University of New Mexico
http://BrunaLewis.com
twitter: bruna_lewis
Questions?