TOPIC 1 UPDATED_ Introduction to Qualitative Research Slides from Dr Mastura.pdf

INTRODUCTION TO QUALITATIVE RESEARCH METHODS IN COMMUNICATION DR MASTURA MAHAMED BASED O N CRESSWELL J.W (2019)  LESSON OUTCOMES - Historical development of qualitative research methods - 5 Inquiries in Qualitative methods - Relationship between theory and methodology...

INTRODUCTION TO QUALITATIVE RESEARCH METHODS IN COMMUNICATION DR MASTURA MAHAMED BASED O N CRESSWELL J.W (2019)  LESSON OUTCOMES - Historical development of qualitative research methods - 5 Inquiries in Qualitative methods - Relationship between theory and methodology 2 HISTORY BEGINNING EARLY PROCESS ‘Fragments’ of qualitative research can be The complete ‘package’ of component parts identified from the beginning of the 20th forming what we recognise today was being century, and possibly earlier (see, e.g., assembled in the period 1925– Keegan 2006; Balzer 2011), 1934. DEVELOPMENT By 1945, Lazarsfeld had given the world (including Ernest Dichter) a new perspective – motivational research; had advocated the methods of depth interviewing; had (with Merton) suggested group discussion methods; had advised the use of expert practitioners; had stressed the importance of interpretation, and shown how ideas from psychology could be used to provide an interpretative model; had identified the importance of ‘why?’ questions; and had shown how this kind of research could be offered through an agency context 3 HISTORY TRADITIONAL ERA (1900 – 1950) - Largely associated with Ethnography - Early contributions, often Western travelers’ accounts of non-Western locales and their peoples (Pratt 1922) - Began since the late 19th century, in both anthropology and sociology - Accounts of human experiences (W.E.B. DuBois 1899) 3 HISTORY THE MODERNIST PHASE (1950 – 1970) - Post World War II - Mostly dominated by Quantitative positivism research approach - Data collection via the Symbolic Interactionism assigning meaning by interpreting human reactions, which focuses on Interpretive Research - Concept of Sociological Imagination 3 HISTORY THE ERA OFTURNS IN QUALITATIVE INQUIRY (1970-2000) - The Interpretive Turn / The Interpretive Paradigm - The Interpretive Turn has its roots in Europe - Meaning is re-located from ‘reality out there’ to ‘reality as experienced by the perceiver’ - An observer is assumed to inevitably be a participant in what is observed, more or less reflexive, - Interpretations are not universal but must be located and situated in space and time - Cultures are best understood as unevenly changing assemblages of distinctive symbols and signifying practices 3 HISTORY THE DEVELOPMENT OF EMPIRICISM AND POSITIVISM Rene Descartes (1637) – Discourse on Methodology - Focused on the importance of objectivity and evidence in the search for truth - Researchers attempted to distance themselves from any influences that might corrupt their analytical capacity - Social research was proposed by seventeenth century writers David Hume (1171 – 1776) - Suggested that all knowledge about the world originates in our experience and is derived through the senses 3 HISTORY THE DEVELOPMENT OF EMPIRICISM AND POSITIVISM Auguste Comte (1798 – 1857) - Belief is the basis of a school of thought known as ‘positivism’ which was a major influence in social research through the twentieth century. - Positivism is known as the conventional (normal) approach of scientific study/inquiry which is based on scientifically verified or based on logical or mathematical proof 3 HISTORY THE DEVELOPMENT OF EMPIRICISM AND POSITIVISM Max Weber (1864 – 1920) - influenced by Dilthey’s ideas and particularly his views on the importance of understanding - The researcher must understand the meaning of social actions within the context of the material conditions in which people live - Proposed 2 types of understanding: i) Direct Observational Understanding ii) Explanatory or Motivational Understanding 3  FIVE APPROACHES TO QUALITATIVE RESEARCH Narrative Narrative relates to sense making Phenomenology C ommon structure of sense making as an experience Grounded Theory Develop explanatory level connections- ie factors impacts influences- Develop a theory Case Study A simple building that gives customers the space they need without the high cost of building maintenance Ethnography A shared patterns of behaviors, language, and actions of an intact 7/1/20XX 4 cultural group in a natural setting over a prolonged period.  NARRATIVE ORIGINS IMPORTANCE OF CHRONOLOGY A design of inquiry from the humanities in which the This information is then often retold or restoried researcher studies the lives of individuals and asks one by the researcher into a narrative chronology or more individuals to provide stories about their lives (Riessman, 2008) FOCUS IMPORTANT FEATURE Life narration of one or two individuals Often, in the end, the narrative combines views from the participant’s life with those of the researcher’s life in a collaborative narrative (Clandinin &C onnelly, 2000) 7/1/20XX Pitch deck title 1 1  PHENOMENOLOGY ORIGINS ESSENCE OF EXPERIENCES a design of inquiry coming from philosophy and psychology This description culminates in the essence of in which the researcher describes the lived experiences of the experiences or several individuals who individuals about a phenomenon as described by have all experienced the phenomenon. Participants (Giorgi, 2009; M oustakas, 1994). FOCUS IMPORTANT FEATURE This design has strong philosophical Sensemaking of lived experiences underpinnings and typically involves conducting interviews as data collection procedure 7/1/20XX Pitch deck title 1 2  GROUNDED THEORY ORIGIN FOCUS IMPORTANT FEATURE Grounded theory is a researcher derives a This process involves design of inquiry from general, abstract theory using multiple stages of sociology of a process, action, or data collection and the interaction grounded in refinement and the views of interrelationship of participants. categories of information (Charmaz, 2006; Corbin & Strauss, 2007, 2015). 7/1/20XX Pitch deck title 1 3  CASE STUDY MOST MOST IMPORTANCE OF TIME & POPULAR FLEXIBLE ACTIVITY Design of inquiry found in the researcher develops an in- Cases are bounded by time and activity, and many fields, especially depth analysis of a case, often a researchers collect detailed information evaluation, in which the program, event, activity, using a variety of data collection procedures researcher develops an in- process, or one or more over a sustainedperiod of time (Stake, 1995; depth analysis of a case. individuals Yin, 2009, 2012, 2014). 7/1/20XX Pitch deck title 1 4  ETHNOGRAPHY ORIGIN FOCUS IMPORTANT FEATURE design of inquiry coming from anthropology and Intact cultural Data collection often involves sociology group in a natural observations and interviews the researcher studies the shared patterns of setting Researchers begin with theory behaviors,language, and. over a prolo nged period that informs their studies. This causal theory might be of time. one of emancipation or repression 15 PROCEDURES FOR CONDUCTING DESIGNS Procedures for conducting Flow of designs Ideas Theory Philosophy Designs 16 OTHER CONSIDERATIONS What Is an Approach to Inquiry? Approach to Inquiry: a specific approach to qualitative research that has a distinct methodology that characterizes the approach that Addresses a distinct aspect of a research problem Uses distinct methods of data collection, data analysis and has a distinct format for report writing Specific procedures for conducting a qualitative study Formation of purpose and research questions Data Collection and Analysis Report Writing conventions 17  THE CHOICE OF FIVE APPROACHES Reasons to choose Personal experience with Approaches with systematic Representative of different each procedures discipline Popular approaches use tin the Display of systematic The research design choosing field procedures with justification is represented in the field and adaptable across disciplines 7/1/20XX Pitch deck title 18  RELATIONSHIP BETWEEN THEORY AND METHODOLOGY USAGE THEORY IN QUALITAIVE RESEACH There are two ways in which qualitative researchers think about using Theory does not always refer to grand theories; assumptions and initial theory: conceptualizations that we have when we enter the research process and (1) as a way of theorizing the project or study as a whole; the general the general perspectives of our disciplines are kinds of theory, too. theoretical lens through which the researcher approaches the topic, study and study design, methodology and method; IMPORTANT FEATURE (2) As a way of analyzing and interpreting the data, pulling it Qualitative research refers to concepts generated as together into study “findings” and fashioning it into a story, an having wider resonance beyond the initial context of analytic whole, a theorization. Consequently, theory appears in the study or having relevance in another context different places throughout the research process. Studies are (Green and Thorogood, 2004; Schofield, 2002). always guided by a theoretical perspective, whether this is explicitly stated or not (Sandelowski, 1993). 7/1/20XX Pitch deck title 19  IMPORTANT POINTS The connection of theory to method is called methodology. It is a combination of ways of thinking and doing that allows researchers to create a “design” or a road map to generate and analyze data. Methodology refers to the overall story of a study, how the researcher designed the study and why, its key elements, as well as the ways in which the study results are linked to the design (Gastaldo, 2015). 7/1/20XX Pitch deck title 20  IMPORTANT POINTS The Author’s Position The author is an applied research methodologist The author is an advocate for rigorous data collection and analysis The author is experienced in all five approaches to inquiry The author appreciates good qualitative writing 7/1/20XX Pitch deck title 21  THANK YOU 7/1/20XX Pitch deck title 22