Preparing for Qualitative Research

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Preparing for Qualitative Research
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Preparing For Qualitative Research

• Recall The Situation Analysis is the springboard
  for identifying research opportunities/future
  directions
• The Problem Statement identifies the most viable
  direction(s) and proposes the information needed
  to better understand them.

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Preparing for Qualitative Research

• For each informational need identified (at the
  end of Part I), researchers should make decisions
  regarding the best way to address it
• The types of questions and techniques most likely
  to generate relevant information

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Preparing for Qualitative Research

• Developing the interview guide or discussion
  guide
• An outline for how the researcher should proceed
  through an interview/discussion
• Pre-testing the instrument
• Mini-group

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Other Tools Required for Qualitative Research

• Recruitment Screener
• An aid used to ensure that the research sample is
  properly selected
• Informed Consent Disclosure Agreement
• Document used to explain the nature of the
  research, time obligations required, and
  participant rights

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Decisions Needed to Complete the Tools

• Research method to be used
• Research objectives
• To investigate consumer considerations in
  selecting a living space
• To examine who students turn to when seeking
  input from opinion leaders
• To better understand what factors individuals
  weigh when choosing a career

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Decisions Needed to Complete the Tools

• Research sample/sampling criteria
• Who should we recruit to participate?
• What do they need to qualify for participation?
• How specifically will we recruit participants?

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Constructing the Discussion Guide
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Purpose

• To clarify what asking the right questions
  means
• To review discussion guide format and content

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Objective of Qualitative Research

• Recall The purpose of qualitative research is to
  generate insights, understanding about attitudes,
  interests, and opinions (AIOs)
• Determines the subjective reality of the subjects

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The Stages of Group Processes

• Forming
• Inclusion stage
• Storming
• Sizing up stage
• Norming
• Commonalities discovered between group members

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The Stages of Group Processes

• Performing
• High energy stage of cooperation within group
• Mourning
• Wind-down stage

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Opening the Discussion (Forming)

• The Welcome
• The overview of the topic
• The ground rules
• The ice breaker first question

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The Art of Asking Questions

• The right questions are those that assess
• What subjects did, experienced, noticed
• How they reacted to their experiences,
  observations
• What made them react the way they did

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The Art of Asking Questions

1. What props and costumes were used in the
   experience
2. What dialog occurred (who said what to whom), and
3. When each event occurred (chronology)

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The Art of Asking Questions

• Questions should be open ended
• Dichotomous questions should be avoided
• Why questions should be avoided
• Reframe the question to encourage spontaneity
• Leading questions
• Avoid marketing speak

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The Art of Asking Questions Interviewing
Techniques

• Validate Different Opinions
• Are there any other points of view?
• The Pause
• Listen for hidden treasures
• The Probe
• Would you explain further?
• Is there anything else?
• Please give me an example of what you mean?
• Summarizing, restating

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Wind Down Comments/Questions

• Summarize the main discussion points
• Is there anything youd like to add that hasnt
  been mentioned?
• What one thought or idea would you like my
  client to take from this session?

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The Art of Asking Questions Body Language

• Restrict head nodding or facial expressions that
  can be misinterpreted
• Neutral affirmations are acceptable (OK, Uh
  huh)
• But avoid approval-giving words (Right, Good,
  Excellent)

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