QUALITATIVE METHODS

There are ways of conducting qualitative research. We will cover 2 of the most common methods:

1.      FOCUS GROUPS:

Morgan, D. (1996) Focus Groups.  Annual Review of Sociology. 22: 129-152.

“Collects data through group interaction determined by the researcher.” P. 130

It is INTERACTIVE.

Generally 4-10 people. Smaller groups are preferred for emotionally charged topics. They are easier to mdoerate. They allow more sharing. There is less idea generation.

They can be strangers, or acquaintances. (what you prefer depends on your research question).

Goals:

İdea generation

Understanding what people think and how people talk on a topic

Possible problems:

Conformity

The group effect: people query each other and explain themselves to each other. We can see the extent of consensus and diversity of the participants.

The role of the moderator is important: do not interrupt the group interaction.

Some topics may be unacceptable for group discussion.

Questions: should the questions be standardized? How structured should the interview be?

Sampling: segmentation – consciously varying the composition of the groups (socioeconomic group, geography, education, sex, age).

1.      Adds a comparative dimension

2.      Facilitates discussion by making discussants similar to each other.

Saturation: after a few groups, the discussion starts repeating and the researcher can predict what they participants will say.

Time: Average is 90 minutes.

2.      IN-DEPTH INTERVIEWS:

Be fully prepared.

Cover all publicly available resources on the topic (Literature review).

Targeted and efficient questions.

Develop hypotheses in advance about what you expect.

Be open to have your hypothesis falsified

May conduct exploratory interviews with low-ranking people

Start interviews with low-ranking people

Record the interview IF POSSIBLE. Transparency!