Methods ChoicesEpistemologiesPowerPoint PresentationWhen to Use QLMore Reasons for QLSlide 6Case StudyIn-depth interviewsParticipant ObservationFocus GroupKey advantagesOther QL “Methods”Methods Choices•Overall Approach/Design–Qualitative or Quantitative–Primary or secondary data–Survey, experiment, case study, etc.•Who to study - population, sample–individuals, market segments, populations•What to study - concepts, measures–behavior, knowledge, attitudes•Cost vs Benefit of StudyEpistemologies•Positivism –objective reality– measurable, operational measures–reductionist•Interpretive /Post positivism –different realities–socially constructed –understand phenomena via meanings people assignQualitative vs QuantitativePurposePerspectiveProceduresQuantitativeGen’l LawsTest HypothesesPredict behaviorOutsider-ObjectiveStructured formal measures probability samples statistical analysisQualitativeUnique/Individual caseUnderstandingMeanings/IntentionsInsider-SubjectiveUnstructured open ended measures judgement samples interpretation of dataWhen to Use QL•Emphasize individual outcomes, personalized evaluation•Understand program process or implementation•Need depth on certain clients/cases•Focus on unique, diversity•Formative evaluations•Case-specific quality assurance system, nuances of program qualityMore Reasons for QL•Goal-free evaluation•Lack of proven QN instruments•Exploratory•Add depth, meaning to QN study•Break survey routine•Develop program theoryQualitative vs Quantitative ApproachesQualitativeFocus GroupIn-Depth InterviewCase StudyParticipant observationSecondary data analysisQuantitativeSurveysExperimentsStructured observationSecondary data analysisCase StudyIn depth analysis of a single case within real-life context (or small number of cases)- Detailed description of the case-Multiple sources of data-Triangulation-Both qualitative & quantitative dataIn-depth interviews•Unstructured interviews•Informal conversation•Interview guide•Structured open ended•Truly open ended questions•How satisfied are you with program •How do you feel about the program•Probing, neutrality, recognition, rapport, sensitivity, maintain controlParticipant Observation•Range in observation from structured QN observation to participant observation•Trained observers•Non-verbal behavior, setting, …•Overt vs covert observationFocus Group•Small group interviews (7-12)•Homogeneous groups•Moderator skills important•Clear purpose/focus; topic guide•Often have multiple focus groupsKey advantages•Socially oriented•Probing for depth•Low cost, speedy results•Efficiency of group interview•High face validityOther QL “Methods”•Ethnography•Action research•Field studies•Hermaneutics•Content
View Full Document
Unlocking...