The components and use of qualitative research

1
The components and use of qualitative research

• Chapter 4 and 5
• NTRS 511
• H. Singh, PhD

2
Definition

• Data gathering technique that generates narrative
  data rather than numerical data
• Views or data on any topic should be participants
  not researchers
• Not only words but quantitative values can be
  assigned to the words and statistical analysis
  can be performed

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The Range of Qualitative research

• There is a continuum between qualitative and
  quantitative research
• Can you define Cholesterol? (pure quali.)
• If you are asked to measure cholesterol level
  (pure quantitative )
• But - rating techniques like Can you rate the
  reason for high cholesterol on the scale of 1 to
  5 (becomes in between qualitative and
  quantitative)

4
Views

• Qualitative research generates theory and
  quantitative does not
• Qualitative -Start with words, ends with numbers
• Qualitative -Starts with numbers, ends with words
• Qualitative - is not based on theory so it is not
  open to discussion, verification and analysis

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So why do qualitative research?

• Real world is very complex than lab settings
• Some conditions can not be done at all in lab
  e. g. relationship of blue eyes or growing beard
  with blood pressure
• Or research area is so new to generate a
  hypothesis you need a base
• Collecting data from young children
• It is economical

6
Myths Qualitative research

• Theory driven or theory creating? it is BOTH
• It is not fundable depends on the agency
• It is not publishable not true if done properly
  read journals to check Qualitative Health
  Research
• It is not objective control subjectivity

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Myths (Contd.)

• It is soft not trustworthy again depends to
  control the factors
• Research design is not an issue should not be
  arbitrary but yes it is more flexible
• Qualitative and Quantitative are not compatible
  sometime true but mostly go hand in hand

8
Chapter 5

• Qualitative Research Methodology Data
  Collection, Analysis, Interpretation, and
  Verification

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Method of data collection

• Most common techniques
• Participant observation researcher become
  homeless to observe the need
• In-depth interview assessing persons knowledge
• Content analysis Analysis of weight control
  articles
• Focus group interview 7 -12 participants
  representative of specified target audience

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Methods (contd.)

• Free elicitation - state all thoughts as rapidly
  as possible cue-related knowledge
• Cognitive response task persuasive message
  comparing the labels and recording thoughts
• Delphi technique

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Preliminary consideration related to data
collection

• Sampling no probability samples purposive
  sampling instead
• Sample is often small per person data is
  enormous
• Phased sampling or theoretical sampling more
  samples added as needed
• For group interviews group dynamics is
  important
• homogeneous,
• Strangers
• No casual discussion

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Script for proposed print material on fat
cholesterol, sodium and fiber

• Interview Scripts
• Allow time to go through the materials
• What did you think of it?
• What did you like best about it?
• What did you like least about it?
• Was there anything should be eliminated
• What did you feel about ------?
• Did you do -------?
• Do you think you will use the recipe?
• At last any other comments.

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• Semi structured observations Give a chart to
  help observe
• Pilot testing very important
• Questions are not offensive
• Time is enough
• Questions are understandable
• Interview produced the expected outcome

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Selecting and training of interviewers

• Gender cross gender will help or not
• Safety issues depending on neighborhood
  interviewer can be men or two women
• Interviewer should understand and cover the
  interview
• Selection of interviewer followed by training and
  pilot testing

15
Training interviewer

• Reading lit review
• Discussion
• Experiential instruction
• Practice most important
• Quality control check every tenth interview

16
Use electronic recording equipment

• Audio taping and videotaping (but may not be
  acceptable)
• May cause observation interference, anxiety
  during first part of interview
• Clear recording and quality of recording
• Several research reviews on use of video and
  audio taping

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Transcription of verbalization

• Time consuming 60-90 min tape consumes 6 to 8
  hour to transcribe
• If somebody else is needed to do instructions
  should be clear.
• OR check it later for errors

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Qualitative data analysis

• Unitizing - Divide the information in to broad
  units
• Coding data reduction strategy it is process
  of identifying conceptual frameworks within which
  the analysis can be organized
• to uncover patterns
• Creative process need pilot work

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Coding

• Judgment - Categories should represent the data
• Internal homogeneity
• External homogeneity
• In some cases second tier coding is required to
  get new insight in the results
• Coding is very subjective
• Extensive piloting may be required

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Displaying the data visually

• Organized assembly of information that permits
  conclusion-drawing and action-taking
• develop matrices
• Flow chart
• Concepts map
• Helps in
• Catching hidden trends
• Cross comparison
• Holistic view
• drawbacks

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Interpretation of Data

• Attaching meaning / significant to the analysis
• Explaining descriptive patterns
• Looking for relationships
• Data analysis and interpretation is not separate
• It helps plan further experiments

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Verification of Interpretation

• Systematic evaluation of conclusion drawn through
  interpretation
• Triangulation collecting data in different ways
  and compare the results
• Provisional hypothesis testing it is several
  step process in which one seeks to disqualify the
  hypothesis