Research Project

Lecture 5
Qualitative data collection
LECTURE CONTENTS
5.1. INTRODUCTION TO QUALITATIVE DATA COLLECTION

5.2. CONDUCTING INTERVIEWS

5.3. CONDUCTING FOCUS GROUPS

5.4. CONDUCTING OBSERVATIONS

5.1. Introduction to Qualitative
Data Collection
Characteristics of Qualitative Data
 Qualitative data refer to non-numerical data derived from spoken,
written, or visual sources.

 Qualitative data focus on meanings expressed through words, images, or

interactions rather than numerical values.

 Since qualitative data are diverse and context-dependent, they often need
to be categorized or coded into themes for analysis
Qualitative Data Collection

Qualitative data collection refers to the process of

gathering non-numerical data through various
techniques such as interviews, observations, and
document analysis.

Saunders, Lewis, and Thornhill (2023)

Characteristics of Qualitative Research
 Qualitative research aims to explore how participants perceive, interpret,
and assign meaning to their experiences.

 The research design is adaptable, allowing for new themes and concepts
to emerge as data collection progresses.

 Unlike quantitative research, where researchers remain independent,

qualitative researchers actively engage with participants to build rapport
and gain deeper insights​.
Common Methods of Qualitative Data
Collection
5.2. Conducting Interviews
Types of Interview

 Structured Interview

 Semi-structured Interview

 Unstructured Interview
Structured Interview vs. Unstructured Interview
Structured Interview vs. Unstructured Interview
 A structured interview is a standardized interview method in which researchers use a
predetermined set of identical questions to collect comparable data from each
participant.

 All participants receive the same questions in the same order.

 Structured interviews are used in survey strategies where quantifiable data are required​

 Structured interviews reduce variability in responses.

Structured Interview vs. Unstructured Interview
 An unstructured interview is a non-standardized, flexible method of data collection that
does not follow a pre-determined set of questions or themes.

 Instead, the interviewee guides the conversation, allowing the discussion to develop
naturally based on their responses.

 Used primarily to gain deep insights into a participant’s experiences, perceptions, and
meanings they assign to certain topics.

 The interviewer does not control the questioning as much as in structured or semi-
structured interviews, making it more open-ended and participant-driven.
Semi-structured Interview
 A semi-structured interview is a non-standardized interview method that follows a
flexible but guided approach.

 A set of themes and questions guides the interview, but the interviewer can adjust them
based on the discussion​.

 This method often used alongside questionnaires to validate, explore, or explain themes
identified from quantitative data​
 Choosing the appropriate type based on
research goals
Type of Best use in: Characteristics Example Use Case
interview
- Fixed set of questions, same order for all
Descriptive research, participants - Market research survey to
Structured Interview
collecting quantifiable data - Ensures high comparability of responses assess consumer preferences
- Used in large-scale surveys
- Predefined themes but allows flexibility
Explanatory research, - Enables follow-up questions based on - Exploring customer
Semi-Structured
understanding relationships responses satisfaction after a service
Interview
& opinions - Balances structure & open-ended experience
exploration
- No fixed structure, participant-led
Exploratory research, deep conversation - Investigating employees'
Unstructured
understanding of - Useful for personal narratives & lived perceptions of workplace
Interview
experiences & behaviors experiences culture
- Provides rich, detailed data
Interview Techniques

1. Building rapport with participants;

2. Active listening and probing for deeper insights;

3. Managing difficult conversations and sensitive topics.

1. Building Rapport With Participants
 Create a comfortable and non-judgmental environment to encourage honesty.

 Engage in cultural reflexivity—reflect on differences, observe the environment

beforehand, and adapt communication styles.

 Preparing for the interview: Participate in informal conversations with potential

participants to build familiarity.

 Consider whether to conduct one-to-one or group interviews, based on the topic's

sensitivity.

 Avoid interrupting or rushing responses.

2.1. Active Listening
 Focus on the participant’s words without interruption.

 Avoid competing to speak and instead concentrate on understanding​.

 Maintain eye contact (if face-to-face) or use verbal acknowledgments like “I see” or “That’s
interesting.”

 Avoid displaying bias or opinions that could influence responses.

 Ask the participant if your summary is accurate.

 Provide opportunities for them to correct or expand on their responses.

2.2. Probing For Deeper Insights
 Use prompts to follow-up questioning such as:
 “Can you tell me more about that?”

 “What happened next?”

 “Why do you think that?”

 Repeat part of the participant’s answer to encourage further discussion:

 “You mentioned that teamwork is challenging—why do you feel that way?”

 If a participant gives conflicting information, gently probe:

 “Earlier, you said X, but now you mentioned Y—can you explain how these relate?”
3. Managing Difficult Conversations And
Sensitive Topics
 Begin with neutral topics before transitioning to sensitive subjects.

 Allow time for trust to develop, which increases the likelihood of honest responses.

 Avoid asking sensitive questions too early in the interview.

 Let participants become comfortable before delving into personal or controversial topics.

 Frame sensitive questions in a neutral, fact-based manner.

 Example: Instead of “Did you make a mistake in this process?”, ask “Can you describe how this process was
handled?”​

 Use verbal acknowledgments (e.g., “I understand this may be difficult to discuss”) to create
a supportive atmosphere.
Tips For Accurate Transcription And Note-
taking
1. Selecting an appropriate transcription method
 Hiring a touch-typist: Saves time but may exclude non-verbal cues (e.g., sighs, pauses).

 Using transcription software: Speeds up the process but requires careful checking for
errors.

 Data sampling approach: Only transcribing relevant sections saves time but risks missing
key details
Tips For Accurate Transcription And Note-
taking
2. Using standardized transcription symbols
 Common symbols include:
 (.) = Short pause

 (0.3) = Timed pause (number represents seconds)

 [ ] = Overlapping speech

 (( )) = Non-verbal cues (e.g., ((laughs)))

 CAPITALS = Shouting
Tips For Accurate Transcription And Note-
taking
2. Using standardized transcription symbols
 Common symbols include:
 (.) = Short pause

 (0.3) = Timed pause (number represents seconds)

 [ ] = Overlapping speech

 (( )) = Non-verbal cues (e.g., ((laughs)))

 CAPITALS = Shouting
Tips For Accurate Transcription And Note-
taking
3. Organizing and formatting transcripts
 Use consistent identifiers (e.g., “IV” for the interviewer, “P1” for the first participant).

 Differentiate between:
 Topic headings (CAPITALS)

 Questions (italics)

 Responses (normal text)

 Maintain a clear and structured format for easy reference and analysis
5.3. Conducting Focus Groups
Focus Group
 A focus group is a type of group interview composed of a small number of participants,
facilitated by a moderator, where the topic is clearly defined and the goal is to encourage
discussion and interactive participation among members.

 Focus group is used to facilitate discussion where participants can respond to each
other’s viewpoints.

 It helps researchers understand ideas in depth by generating new insights through

group dynamics.

 Commonly used in political and market research to assess audience response.

Advantages of Focus Group
 Participants bring different viewpoints, leading to a richer discussion.

 Groups can generate new ideas, evaluate perspectives, and challenge each other’s views.

 Allows multiple perspectives to be gathered in a short time compared to one-on-one

interviews​.

 Effective for understanding how people interact, form opinions, and influence each other​.

 Particularly useful in research where social context and group influence shape responses​
Choosing Participants For Diverse Yet
Manageable Discussions
 Participants should have enough common ground to relate to each other but also
varying perspectives to encourage discussion.

 Avoid grouping participants with large status differences.

 Instead of a vertical slice (mixing senior and junior members), a horizontal slice (same-
level participants) is preferred​.

 A typical focus group should have between 4 to 12 participants. If the subject is highly
detailed, a smaller group (4-6 members) allows for deeper discussion​
Managing Group Dynamics
 Begin by asking each participant to introduce themselves to foster comfort.

 Use techniques like directing questions to quieter participants to involve them actively​.

 Some participants may try to dominate the conversation. Strategies to counter this
include:
 Minimizing eye contact with them temporarily.

 Redirecting attention to others by asking inclusive question like “Does anyone have a different perspective?”

 Asking other group members for their perspectives: “What do others think about this?” or “How does Emma’s
point relate to what you raised, Kristie?”​

 Encourage participants to respond to each other’s views without being confrontational.

Managing Group Dynamics
 Choose a neutral setting to ensure participants feel comfortable expressing themselves.

 Arrange seating in a circle or U-shape to promote open dialogue and equal engagement.

 If status differences exist (e.g., between employees and managers), consider separate
focus groups.

 Politely interrupt and redirect when multiple people speak at once.

 If possible, use two facilitators—one to lead and one to take notes.

 Consider audio recording (with consent) to ensure no data is lost.

5.4. Conducting Observations
The Concepts of Observation in Qualitative
Research
 Observation in qualitative research is a systematic process used to understand
human behavior, social interactions, and environmental contexts.

 Types of Observation:
 Participant Observation – The researcher becomes actively involved in the group or setting
being studied to gain an insider’s perspective.

 Non-participant Observation – The researcher does not interact with participants and does
not influence the environment. Observations are recorded from a distance, either physically or
virtually
When To Use Participant Observation
 Social interactions and cultural complexities need to be understood: Observing
individuals in their natural settings provides a rich understanding of behaviors and social
processes​.

 Exploratory research is needed: Participant observation starts with a broad and flexible
focus, which can be refined as new insights emerge.

 A researcher needs to experience the setting firsthand: Being part of the environment
allows for an insider’s perspective while maintaining an analytical viewpoint​.

 Ethnographic studies are being conducted: This method is commonly used in

ethnographic research to document social and cultural behaviors.
When To Use Non-Participant Observation
 The researcher does not participate in the environment, which helps reduce the potential
impact their presence may have on participants' behavior​.

 It avoids the ethical complexities of covert participation, making it suitable for studies
where informed consent is difficult to obtain.

 It is effective for structured and systematic studies that require recording and analyzing
specific behaviors across different settings​.

 When direct presence is not possible or necessary, such as using recorded video footage,
online forums, or archival data
Defining The Scope And Focus Of Observation
Stage 1: Descriptive Observation:

 Initially, the researcher records the flow of events, behaviors, and interactions in an open
and flexible manner. This stage is exploratory, helping the researcher understand the
setting and participants.

Stage 2: Focused Observation:

 As patterns and significant elements emerge, the researcher begins to concentrate on

specific aspects that are relevant to the study. This stage involves defining key questions
and structuring the observation process more systematically.
Defining The Scope And Focus Of Observation
Stage 3: Selective Observation:

 The final stage involves narrowing the focus further to address specific research questions.
This continues until theoretical saturation is reached, meaning new observations no
longer provide additional insights.
Field Note Structure
 Date and Time of observation

 Location and setting details

 Description of Events and Interactions

 Key Quotes or Phrases from participants

 Personal Reflections and Reactions

 Analytical Insights and Emerging Themes

Techniques For Unobtrusive And Accurate
Observation
 Acting as a complete participant or complete observer to ensure natural behavior.

 If overt observation is necessary, researchers can adopt the observer-as-participant role,

minimizing engagement with informants by sitting in an unobtrusive position and
avoiding eye contact.

 If informants become accustomed to the researcher’s presence over time, they start
behaving naturally. Multiple observation sessions in the same setting help achieve this
effect​.

 Discussing observations with participants after data collection helps verify findings and
gain additional interpretations, enhancing data accuracy
Addressing Observer Bias
 Spending sufficient time in the observation setting allows the researcher to develop a
deep understanding of the environment and reduce misinterpretations​.

 Researchers should continuously reflect on their interpretations, considering multiple

perspectives to avoid imposing personal biases on the data

 Observers can adopt a passive role, such as sitting in an unobtrusive position and
avoiding direct engagement with informants, to minimize their influence on the observed
behavior.

 Employing more than one observer can help identify inconsistencies in individual
interpretations, enhancing reliability​.
THANK YOU