The learning objectives for this chapter include: Explain how qualitative research differs from quantitative research, identify the role of the researcher and explain its potential effects on the research process, read the research report and identify the focus or objective of the project, | Chapter 14 Designing Qualitative Research Variety of methodologies Researcher is primary data collection instrument Participation and observation are integrated Focuses on specific interactants in specific communication contexts and events Copyright c 2001 The McGraw-Hill Companies, Inc. Researcher’s Role in Qualitative Methodologies Role of researcher is integrated within the context of individuals being observed In the research context for extended periods of time Observes the communication firsthand Copyright c 2001 The McGraw-Hill Companies, Inc. Forms of Participant Observation Complete participant Participant-as-observer Observer-as-participant Complete observer Copyright c 2001 The McGraw-Hill Companies, Inc. Intimate Role of the Researcher Observation is theory-laden Researcher may develop social and emotional relationships Researcher may find it difficult to distance him/herself to draw conclusions Researcher may be overinfluenced by first impressions . | Chapter 14 Designing Qualitative Research Variety of methodologies Researcher is primary data collection instrument Participation and observation are integrated Focuses on specific interactants in specific communication contexts and events Copyright c 2001 The McGraw-Hill Companies, Inc. Researcher’s Role in Qualitative Methodologies Role of researcher is integrated within the context of individuals being observed In the research context for extended periods of time Observes the communication firsthand Copyright c 2001 The McGraw-Hill Companies, Inc. Forms of Participant Observation Complete participant Participant-as-observer Observer-as-participant Complete observer Copyright c 2001 The McGraw-Hill Companies, Inc. Intimate Role of the Researcher Observation is theory-laden Researcher may develop social and emotional relationships Researcher may find it difficult to distance him/herself to draw conclusions Researcher may be overinfluenced by first impressions Copyright c 2001 The McGraw-Hill Companies, Inc. Developing Trust Trust must be addressed due to researcher’s intimate role with participants Must be addressed in first contact Trust is person-specific Trust is established over time Trust can be destroyed with one event Trust between researchers and participants is paramount Copyright c 2001 The McGraw-Hill Companies, Inc. Identifying the Research Focus Is the research question personally interesting or compelling? Should be contextually bound Each project will result in a unique design solution Develop a purpose statement as a road map Consider researcher’s flexibility to fit in Copyright c 2001 The McGraw-Hill Companies, Inc. Consulting the Literature Become familiar with content literature Terminology or practices in this setting Theories that can be supported or refuted Become familiar with research which used the method you’re planning to use Become familiar with research techniques before gaining access Copyright c 2001 The
