Lecturer: Dr. Adote Anum , Dept. of Psychology Contact Information: - - PowerPoint PPT Presentation

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Lecturer: Dr. Adote Anum , Dept. of Psychology Contact Information: - - PowerPoint PPT Presentation

Aug 30, 2022 470 likes •694 views

Lecturer: Dr. Adote Anum , Dept. of Psychology Contact Information: aanum@ug.edu.gh College of Education School of Continuing and Distance Education 2014/2015 2016/2017 Session Overview In this Session, we will focus on another type of

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College of Education School of Continuing and Distance Education

2014/2015 – 2016/2017

Lecturer: Dr. Adote Anum, Dept. of Psychology Contact Information: aanum@ug.edu.gh

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Session Overview

  • In this Session, we will focus on another type of non-experimental

research method which is the qualitative research method. This is unique in a number of ways.

  • It is a multidisciplinary approach to research employed from social

sciences to marketing and other non-academic endeavours.

  • In qualitative research, we hold the view that the understanding of

a phenomenon or psychological event comes from exploring the totality of the situation from multiple perspectives without restricting respondents to strict response regimes.

  • We will explore the different characteristics of this research method

and how it helps us understand human phenomena and contribute to theory.

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Session Outline

The key topics to be covered in the session are as follows:

  • Topic One: Nature of Qualitative Research
  • Topic Two: Types of Qualitative Research
  • Topic Three: Evaluating Qualitative Research
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Reading List

  • Cozby, P. C. (2004). Methods in behavioral research (8th Ed.).

Mayfield Pub. Co. CA.

  • http://open.lib.umn.edu/psychologyresearchmethods/

(Chapter 7, pages 141-146). Please refer to Sakai for the PDF version of this textbook.

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NATURE OF QUALITATIVE RESEARCH

Topic One

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Qualitative Research

  • ‘Qualitative Research…involves finding out what

people think, and how they feel - or at any rate, what they say they think and how they say they feel. This kind of information is subjective. It involves feelings and impressions, rather than numbers’

  • Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing,

American Marketing Association

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Qualitative Research

  • Qualitative research is multimethod in focus,

involving an interpretative, naturalistic approach to its subject matter.

  • Qualitative Researchers study “things” (people

and their thoughts) in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.

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Positivist Paradigm

  • Emphasises that human reason is supreme and that

there is a single objective truth that can be discovered by science

  • Encourages us to stress the function of objects,

celebrate technology and to regard the world as a rational, ordered place with a clearly defined past, present and future

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Non-Positivist Paradigm

  • Questions the assumptions of the positivist paradigm
  • Argues that our society places too much emphasis on science

and technology

  • Argues that this ordered, rational view of consumers denies

the complexity of the social and cultural world we live in

  • Stresses the importance of symbolic, subjective experience
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Qualitative Research Methods

  • Common Features

– Intensive contact with the sample or setting which allows for deep understanding of their life experiences – Usually small sample – Researcher as much as possible sets aside own values, preconceptions and attempts to understand the phenomenon from its perspective – Seeks thick description of personal experiences, etc. – Usually relies on quotes from participants – Qualitative researchers often do quantify data.

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TYPES OF QUALITATIVE RESEARCH

Topic Two

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Qualitative Data Collection Techniques

  • In depth Interviewing
  • Focus Groups
  • Participant Observations
  • Ethnographic Studies
  • Projective Techniques
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In depth Interviews

  • In-depth Interviewing

– open ended or interview guides – small number of participants, etc.

  • Strengths

– allow for flexible exploration of the phenomenon of interest – conditions of data collection are more standardized eg. recording of interviews etc. – instant clarification of issues can be sought

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In depth Interviews

  • Weaknesses

– problem with generalizability – time consuming etc. – Depends on the expertise of the interviewer

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Focus Group Discussions

  • an interview with a group of people
  • unit of analysis is the group
  • usually has a moderator to facilitate the interview
  • group size between 6 and 12 persons
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Focus Group Discussions

  • Strengths

– Greater access to shared knowledge – allows for observation of social interaction of members

  • Limitations

– some who are not vocal may not talk hence hiding their rich knowledge

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EVALUATING QUALITATIVE RESEARCH

Topic Three

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Advantages of Qualitative Research

  • Deeper understanding of the phenomenon
  • opportunity to seek clarification of issues instantly
  • Easier to design
  • Flexibly design (modify as you go on)
  • Develop close contact with respondents/participants
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Disadvantages of Qualitative Res

  • Subjective
  • Time consuming
  • Lacks external validity (small sample)
  • Depends on the expertise of the

researcher/interviewer

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References

  • Cozby, P. C. (2004). Methods in behavioral research

(8th Ed.). Mayfield Pub. Co. CA.

  • http://open.lib.umn.edu/psychologyresearchmeth
  • ds/ (Chapter 7, pages 141-146). Please refer to

Sakai for the PDF version of this textbook.

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Thank You