www.handels.gu.s e C 22 Johan Brink, IIE 23 November Qualitative research Lecture 6 22-03-22
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C 22Johan Brink, IIE23 November
Qualitative research Lecture 6
23-04-20
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Agenda
• Chapter 11, Structured Observation• Chapter 17, Ethnography• Chapter 19, Focus Groups
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Our senses
• Sight (ophthalmoception)
• Hearing (audioception)• Taste (gustaoception) • Smell (olfacoception • Touch (tactioception)
• Objective• Subjective
23-04-20
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Structured observation
Systematically observe behaviorCaptures actual rather than stated behavior• No interpretation of questions• No omission• No memory effectRecords according to pre-set rules & check list • Aggregation• Well defined categories – Scheduled meetings– Unscheduled meetings– Desk work– …
Grocery cupboard
Water
Rinsing & cleaning place
Processing site
Baking site
Fermentation siteStove
Food store
Grocery
Arrangement
Place
Arrangement
Place 2
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Structured observation
SamplingContinuousIncident/event triggeredTimeslots
Individual – ShadowingPlace
Unit of analysisPhysical conditionsBehavioralLinguistic
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Structured observation
Pros• More reliable information on
events• Greater precision and accuracy
on time, duration & frequency• Not dependent on verbal
communication and linguistic analysis
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Structured observation
Cons• Time consuming!• Intrusive – ethical?• Do researchers follow the pre-set
rules?– Are the pre-set rules the right
ones?– Do not capture the ‘big picture’• Do the presence of a researcher
change the behavior?– Good impression?– The Hawthorn effect
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Break
23-04-20
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Ethnography
Observe– Events– ContextFocus on– Patterns of behavior – Norms and values– Stories– Compare and contrastActivities– Probe with questions– Additional documents– Spend time –hang around– Field notes & diary
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Ethnography - problems
Access– Opportunistic– Gatekeepers – Give something back– Retro perspective -
‘memoirs’Key informants– Bias in information?Never ending story– Drown in information
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Ethnography
Overt vs. Covert– Access and researcher
interference! – Ability to take notes & ask
questions?– Ethical?– Safety?Going native & the Inability
to cope with dual identities– Debriefing– Reflections
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Experiments
Testing theories• Select variables • Select treatment• Control the environment • Control the situation: Blind
& double bind test
Ethics?Real life situations?
Quasi experimentsNaturally occurring events
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Focus Groups
Group discussions around a theme
• Help each other to jointly recollect a story- sense making
• Challenge each others• More extensively cover a theme
Moderator / FacilitatorSeries of questionsGentle guiding
– People skills- Knowledgeable
Low level of control once started
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Focus groups – How to do it
RecruitmentNeutral roomSimple self explained
questions or scenariosFormat6-12 individuals10-15 groups1-3 hoursOne or several occasionsTape/video-recordingExtensive material
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The big problem
Group dynamicsInteractionsPersonal traitsPower Limited Creativity!
Other problemsSatisfying the researcherNon-natural settings
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Thank you!
Next Monday’s lecture will be about Qualitative analysis
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