qualitative research methods -- hayden
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Qualitative ResearchQualitative ResearchMethodsMethods
Mary H. Hayden, PhDMary H. Hayden, PhD
NCAR Summer WAS*SNCAR Summer WAS*S
!oulder, C"!oulder, C"#uly $%, &''(#uly $%, &''(
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Presentation "utlinePresentation "utline
Distin)uishin) ualitative and uantitativeDistin)uishin) ualitative and uantitative
a++roachesa++roaches
Qualitative methods Qualitative methods
-y+es o ualitative methods-y+es o ualitative methods
Advanta)es vs. Disadvanta)es Advanta)es vs. Disadvanta)es
Real World /0am+lesReal World /0am+les
Survey Questionnaire CritiueSurvey Questionnaire Critiue
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Qualitative and Quantitative A++roachesQualitative and Quantitative A++roaches
Qualitative Quantitative
12sually3 Non4+ro5a5ility 5asedsam+le
-y+ically a +ro5a5ility45asedsam+le
Non4)enerali6a5le 7enerali6a5le
Ans8ers Why9 Ho89 Ans8ers Ho8 many9 When9Where9
:ormative, earlier +hases -ests hy+otheses, latter +hases
Data are ;rich< and time4
consumin) to analy6e
Data are more eicient, 5ut may
miss conte0tual detail
Desi)n may emer)e as studyunolds
Desi)n decided in advance
Researcher S the instrument =arious tools, instrumentsem+loyed
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Qualitative ;vs.< Quantitative9Qualitative ;vs.< Quantitative9
Research uestion )uides the choiceResearch uestion )uides the choice
Choice o methods is situationalChoice o methods is situational
Com+lementaryCom+lementary
Research more com+lete 8ith 5othResearch more com+lete 8ith 5oth
/ach reuires resources and time/ach reuires resources and time Can 5e amended or ra+id analysisCan 5e amended or ra+id analysis
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-y+es o Qualitative Methods-y+es o Qualitative Methods
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ntervie8sntervie8s
normalnormal researcher is reuired to recollect researcher is reuired to recollectdiscussiondiscussion
2nstructured2nstructured e.). ethno)ra+hic intervie8in) e.). ethno)ra+hic intervie8in)
researcher allo8s intervie8 to +roceed atresearcher allo8s intervie8 to +roceed atres+ondent>s +ace and su5?ects to vary 5yres+ondent>s +ace and su5?ects to vary 5yintervie8ee 1to an e0tent3intervie8ee 1to an e0tent3
Semi4structuredSemi4structured researcher uses an intervie8 researcher uses an intervie8
)uide)uide StructuredStructured researcher uses identical stimuli and researcher uses identical stimuli and
adheres to intervie8 scheduleadheres to intervie8 schedule
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Structured ntervie8sStructured ntervie8s
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QuestionnairesQuestionnaires
-hree methods@-hree methods@
$.$. :ace4to4ace intervie8s:ace4to4ace intervie8s
&.&. Sel4administered uestionnairesSel4administered uestionnaires
.. -ele+hone intervie8s-ele+hone intervie8s
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:ace4to4:ace ntervie8s 1and:ace4to4:ace ntervie8s 1and
interce+t intervie8s3interce+t intervie8s3
Advanta)es@ Advanta)es@
Can 5e used 8ith res+ondents 8ho 8ouldn>t 5eCan 5e used 8ith res+ondents 8ho 8ouldn>t 5ea5le to +rovide inormation in another ormat a5le to +rovide inormation in another ormat
5edridden, illiterate, etc.5edridden, illiterate, etc. Researcher can elicit more in4de+th res+onse orResearcher can elicit more in4de+th res+onse or
ill in inormation i +artici+ant doesn>t understandill in inormation i +artici+ant doesn>t understandthe uestionthe uestion
Dierent data collection techniues o+en4endedDierent data collection techniues o+en4endeduestions, visual aids, etc.uestions, visual aids, etc.
Certainty a5out 8ho ans8ered the uestionsCertainty a5out 8ho ans8ered the uestions
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:ace4to4:ace ntervie8s, cont.:ace4to4:ace ntervie8s, cont.
Disadvanta)es@Disadvanta)es@
ntrusive and reactiventrusive and reactive
Cost time and moneyCost time and money
Diicult to locate res+ondents or call5acBsDiicult to locate res+ondents or call5acBs
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Sel Administered QuestionnairesSel Administered Questionnaires
Advanta)es@ Advanta)es@
Post "ice locates +artici+antsPost "ice locates +artici+ants
/very5ody )ets the same uestions/very5ody )ets the same uestions Researcher can asB more com+le0 uestionsResearcher can asB more com+le0 uestions
No res+onse eect 18illin) to divul)e moreNo res+onse eect 18illin) to divul)e moreino 8o ace4to4ace contact less liBely to tryino 8o ace4to4ace contact less liBely to try
to im+ress intervie8er to im+ress intervie8er Can 5e com+uter45asedCan 5e com+uter45ased
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Sel Administered Questionnaires,Sel Administered Questionnaires,
cont.cont.
Disadvanta)es@Disadvanta)es@
No control over +artici+ant inter+retationNo control over +artici+ant inter+retation
Eo8 res+onse ratesEo8 res+onse rates
2ncertainty a5out 8ho actually illed out the2ncertainty a5out 8ho actually illed out the
uestionnaireuestionnaire
2seless 8ith non4literate, illiterate +o+ulations2seless 8ith non4literate, illiterate +o+ulations1same +ro5lem 8ith /n)lish lan)ua)e1same +ro5lem 8ith /n)lish lan)ua)e
sam+lin)3 or hard4to4reach +o+ulationssam+lin)3 or hard4to4reach +o+ulations
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-ele+hone ntervie8s-ele+hone ntervie8s
Advanta)es@ Advanta)es@
Com5o o ace4to4ace +ersonal uality 8ithCom5o o ace4to4ace +ersonal uality 8ith
im+ersonal sel4administered uestionnairesim+ersonal sel4administered uestionnaires ne0+ensive and convenient 1may5e3ne0+ensive and convenient 1may5e3
Sae or intervie8ersSae or intervie8ers
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-ele+hone ntervie8s, cont.-ele+hone ntervie8s, cont.
Disadvanta)es@Disadvanta)es@
Chan)in) demo)ra+hics more cell +hones9Chan)in) demo)ra+hics more cell +hones9
May miss certain +o+ulation se)mentsMay miss certain +o+ulation se)ments
Survey must 5e short or +eo+le 8ill han) u+Survey must 5e short or +eo+le 8ill han) u+
;;No Call Eists< +resentin) increasin) challen)eNo Call Eists< +resentin) increasin) challen)e
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Semi4structured ntervie8sSemi4structured ntervie8s
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:ocus 7rou+s:ocus 7rou+s
Recruited to discuss +articular to+icRecruited to discuss +articular to+ic
"ne ocus )rou+ is "N/ unit o analysis"ne ocus )rou+ is "N/ unit o analysis
Com+lement surveys oten the $st ste+Com+lement surveys oten the $st ste+in ta++in) critical uestions to 5e used in ain ta++in) critical uestions to 5e used in a
surveysurvey
dentiy 8hy +eo+le eel certain 8ay anddentiy 8hy +eo+le eel certain 8ay andelucidate ste+s in their decision4maBin)elucidate ste+s in their decision4maBin)
+rocess+rocess
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:ocus 7rou+ Methods:ocus 7rou+ Methods
deal si6e@ F $& +eo+le and adeal si6e@ F $& +eo+le and a
moderatornote taBer moderatornote taBer
Series o )rou+s is necessary or validitySeries o )rou+s is necessary or validity
Homo)eneity and anonymity in selection oHomo)eneity and anonymity in selection o
)rou+s)rou+s
+eo+le may o+en u+ 8ith others 8ho are+eo+le may o+en u+ 8ith others 8ho are+erceived to thinB alon) similar lines+erceived to thinB alon) similar lines AND AND
8hom they may never see a)ain8hom they may never see a)ain
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:ocus 7rou+ Methods, cont.:ocus 7rou+ Methods, cont.
"ten se)ment accordin) to e0+ected"ten se)ment accordin) to e0+ectedmeanin)ul dierences 1e.). disease status,meanin)ul dierences 1e.). disease status,)enderG3)enderG3
Runnin) a ocus )rou+ ine line 5et8eenRunnin) a ocus )rou+ ine line 5et8eenleadin) too much and not )ettin) +eo+le toleadin) too much and not )ettin) +eo+le tocontri5utecontri5ute
m+ortant to Bee+ discussion on to+ic 8om+ortant to Bee+ discussion on to+ic 8oshuttin) +eo+le do8nshuttin) +eo+le do8n
No ri)ht or 8ron) ans8ersNo ri)ht or 8ron) ans8ers
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:ocus 7rou+ Methods, cont.:ocus 7rou+ Methods, cont.
Analysis Analysis -a+es are usually transcri5ed ver5atim-a+es are usually transcri5ed ver5atim
-e0t is sorted into emer)ent themes 5y at-e0t is sorted into emer)ent themes 5y atleast & researchers to ensure validityleast & researchers to ensure validityeither throu)h +ile4sort method oreither throu)h +ile4sort method orcom+uteri6ed version such as CDC>scom+uteri6ed version such as CDC>s
/asy-e0t 1ree3/asy-e0t 1ree3 -hemes are com+ared 8ith ield notes-hemes are com+ared 8ith ield notes
taBen 5y second researcher taBen 5y second researcher
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:ocus 7rou+ Methods, cont.:ocus 7rou+ Methods, cont.
-hematic codin) actors@-hematic codin) actors@
$. :reuency num5er o times somethin) is$. :reuency num5er o times somethin) is
mentionedmentioned&. S+eciicity details&. S+eciicity details
. /motion enthusiasm, +assion, etc. in. /motion enthusiasm, +assion, etc. in
res+onsesres+onses%. /0tensiveness ho8 many dierent%. /0tensiveness ho8 many dierent
+eo+le said somethin) similar +eo+le said somethin) similar
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:ocus 7rou+s vs. Surveys:ocus 7rou+s vs. Surveys
Surveys oer uantitative measurementsSurveys oer uantitative measurements
5ased on a re+resentative sam+le5ased on a re+resentative sam+le
:ocus )rou+s oer content insi)ht the:ocus )rou+s oer content insi)ht the 8hy8hy
o 8hat +eo+le thinBo 8hat +eo+le thinB
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Real World /0am+lesReal World /0am+les
WN= in Colorado Selected resultsWN= in Colorado Selected results
** N" "N/ thou)ht they 8ere elderly, so messa)eN" "N/ thou)ht they 8ere elderly, so messa)eneeded to 5e chan)ed to relect ;real< risBneeded to 5e chan)ed to relect ;real< risB
C" residents didn>t +erceive mosuitoes to 5e aC" residents didn>t +erceive mosuitoes to 5e a+ro5lem in the ;hi)h +lains and the risB o neuroinvasive disease increased
Residents +erceived that media over+layed the issueResidents +erceived that media over+layed the issue
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Real World /0am+lesReal World /0am+les
!order Research!order Research WN= ocus )rou+ research in m+erial =alleyWN= ocus )rou+ research in m+erial =alley
alon) MLCA 5order in &''%alon) MLCA 5order in &''%
WN= ocus )rou+ research in -i?uanaSanWN= ocus )rou+ research in -i?uanaSanDie)o in &''Die)o in &''
WN= interce+t intervie8s in -ucson, A andWN= interce+t intervie8s in -ucson, A andNo)ales, Sonora in &''FNo)ales, Sonora in &''F
-raditional surveys 8ould 5e es+ecially diicult-raditional surveys 8ould 5e es+ecially diicultdue to international a)reements, lacB odue to international a)reements, lacB o+hones, lacB o sam+lin) rame8orB, ina5ility to+hones, lacB o sam+lin) rame8orB, ina5ility toconte0tuali6e res+onses 8ith nei)h5orhoodsconte0tuali6e res+onses 8ith nei)h5orhoods
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MethodsMethods
-o+ics Covered-o+ics Covered Ino8led)e a5out WN=Ino8led)e a5out WN=
Sources o inormationSources o inormation
/icacy o e0istin) educational materials/icacy o e0istin) educational materials Actions to avoidBill mosuitoes+revent 5ites Actions to avoidBill mosuitoes+revent 5ites
Re+ellent, chemicals, household controlRe+ellent, chemicals, household control
/0istence o health committees or health/0istence o health committees or healthinormation in local areainormation in local area
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ResultsResults
Household control o 5reedin) sites 4 MostHousehold control o 5reedin) sites 4 Most
+eo+le amiliar 8ith ;control o standin)+eo+le amiliar 8ith ;control o standin)8ater
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ResultsOnormationResultsOnormation
SourcesSources
Media most reuently cited as source 5yMedia most reuently cited as source 5ythose 8ho Bne8 o WN=those 8ho Bne8 o WN=
S+anish s+eaBers in 2S may not 5eS+anish s+eaBers in 2S may not 5eaccessin) local ne8saccessin) local ne8s Many re+ort +rimarily 8atchin) satellite channelsMany re+ort +rimarily 8atchin) satellite channels
rom Me0icorom Me0ico m+erial County 1or e0am+le3 challen)ed 5ym+erial County 1or e0am+le3 challen)ed 5y
lacB o local stationslacB o local stations
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ResultsOS+ecial Po+ulationsResultsOS+ecial Po+ulations
Needs and risBs amon) a)ricultural 8orBersNeeds and risBs amon) a)ricultural 8orBers
12S3 could 5e si)niicant durin) an12S3 could 5e si)niicant durin) an
out5reaB, es+ecially amon) undocumentedout5reaB, es+ecially amon) undocumented
8orBers i unliBely to seeB medical care8orBers i unliBely to seeB medical care
Need a++roaches or non4/n)lish and non4Need a++roaches or non4/n)lish and non4
S+anish s+eaBersS+anish s+eaBers
Mi)rant la5orers unliBely to have access toMi)rant la5orers unliBely to have access to
television, mail, etc.television, mail, etc.
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FotonovelasFotonovelas
:ocus )rou+s and intervie8s 8ere a)ain:ocus )rou+s and intervie8s 8ere a)ain
em+loyed in &'' and &''F in mi)rantem+loyed in &'' and &''F in mi)rant
8orBer cam+s8orBer cam+s
Assess eicacy o e0istin) educational Assess eicacy o e0istin) educational
materialsmaterials
Develo+ attractive, +ictorial45ased materialDevelo+ attractive, +ictorial45ased material
or arm 8orBers and others, ocused onor arm 8orBers and others, ocused on
re+ellent usere+ellent use
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Sam+le Survey QuestionnaireSam+le Survey QuestionnaireCritiueCritiue
While surveys are a stron) and +o+ularWhile surveys are a stron) and +o+ularmethod, the ollo8in) are some e0am+les omethod, the ollo8in) are some e0am+les o
uestions 8here a closed res+onse mayuestions 8here a closed res+onse may+resent si)niicant limitations+resent si)niicant limitations
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Iatrina Questionnaire CritiueIatrina Questionnaire Critiue
Tell me all the places you saw or heardTell me all the places you saw or heardinformation about the hurricane before Katrina.information about the hurricane before Katrina.
/nvironmental cues 1looB outside3/nvironmental cues 1looB outside3
:amily or riends:amily or riends
-he Weather Channel-he Weather Channel
nternetnternet
Eocal radio stationsEocal radio stations
Eocal television stationsEocal television stations
N"AA Weather RadioN"AA Weather Radio
Cell PhoneCell Phone
"ther 1+lease descri5e3"ther 1+lease descri5e3
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Iatrina Critiue, cont.Iatrina Critiue, cont.
Did you feel like the urgency of theDid you feel like the urgency of thesituation was conveyed strongly enoughsituation was conveyed strongly enoughto help you understand the severity ofto help you understand the severity ofthe situation?the situation?
J/S N"J/S N"
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Iatrina Critiue, cont.Iatrina Critiue, cont.
Before Katrina, how much personal riskBefore Katrina, how much personal risk
did you think there would be for you fordid you think there would be for you formaor flooding, loss, displacement, andmaor flooding, loss, displacement, and
disease?disease?
7reat risB Some risB Eittle risB No risB7reat risB Some risB Eittle risB No risB
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Iatrina Critiue, cont.Iatrina Critiue, cont.
Before Katrina, how serious did you thinkBefore Katrina, how serious did you think
the hurricane and its conse!uencesthe hurricane and its conse!uenceswould be?would be?
=ery serious Moderately serious=ery serious Moderately serious A little serious Not serious at all A little serious Not serious at all
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Iatrina Critiue, cont.Iatrina Critiue, cont.
"hen you left your home before Katrina,"hen you left your home before Katrina,where did you go? #$hoose %ne&where did you go? #$hoose %ne&
:amilyriend house in my city:amilyriend house in my city
:amily:riend house in other city:amily:riend house in other city
Hotel in my cityHotel in my city
Hotel in other cityHotel in other city
/vacuation center in my city/vacuation center in my city
/vacuation center in other city/vacuation center in other city
"ther "ther
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Iatrina Critiue, cont.Iatrina Critiue, cont.
Before Katrina how confident were you inBefore Katrina how confident were you in
your ability to take the necessary actionsyour ability to take the necessary actions
to protect you and your family during ato protect you and your family during a
disaster?disaster?
=ery conidant Moderately conidant=ery conidant Moderately conidant
A little conidant Not conidant A little conidant Not conidant
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Iatrina Critiue, cont.Iatrina Critiue, cont.
Do you think that you will stay in this areaDo you think that you will stay in this area#shelter community&?#shelter community&?
J/S N"J/S N"
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Iatrina Critiue, cont.Iatrina Critiue, cont.
'hould this shelter need to close would'hould this shelter need to close would
you be willing to move another shelter?you be willing to move another shelter?
J/S N"J/S N"
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Den)ue Questionnaire CritiueDen)ue Questionnaire Critiue
Do you travel back and forth between theDo you travel back and forth between the
(' and )e*ico?(' and )e*ico?
J/S N"J/S N"
+f so, number of days per year?+f so, number of days per year?
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Den)ue Critiue, cont.Den)ue Critiue, cont.
Do you have piped water - hoursday?Do you have piped water - hoursday?
J/S N"J/S N"
+f no, do you store water in an open container?+f no, do you store water in an open container?
J/S N"J/S N"
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Den)ue Critiue, cont.Den)ue Critiue, cont.
Do you have screens on all windowsDo you have screens on all windowsand doors?and doors?
J/S N"J/S N"
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SummarySummary
Qualitative data )atherin) is a rich andQualitative data )atherin) is a rich and
im+ortant tool in some settin)sim+ortant tool in some settin)s
=ariety o methods availa5le=ariety o methods availa5le May overcome limitation o closed surveyMay overcome limitation o closed survey
uestions and assist in develo+ment ouestions and assist in develo+ment o
5etter instruments5etter instruments
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ReerencesReerences
!ernard, HR. 1&''&3!ernard, HR. 1&''&3 Research Methods inResearch Methods in
Anthropology: Qualitative and Quantitative Anthropology: Qualitative and Quantitative
Approaches. Approaches. Walnut CreeB@ AltaMira PressWalnut CreeB@ AltaMira PressIrue)er, RA and Casey, MA. 1&'''3.Irue)er, RA and Casey, MA. 1&'''3. FocusFocus
Groups: A Practical Guide for Applied Research.Groups: A Practical Guide for Applied Research.
-housand "aBs@ Sa)e Pu5lications-housand "aBs@ Sa)e Pu5lications
Puchta, C. and Potter, #. 1&''%3Puchta, C. and Potter, #. 1&''%3 Focus GroupFocus Group
Practice.Practice. Eondon@ Sa)e Pu5licationsEondon@ Sa)e Pu5lications
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AcBno8led)ments AcBno8led)ments
/mily ielinsBi47utierre6, CDC/mily ielinsBi47utierre6, CDC
Maureen :onseca4:ord, !DSMaureen :onseca4:ord, !DS Ste+hen Waterman, !DSSte+hen Waterman, !DS
/lisa5eth 7lecBler, /yeCite/lisa5eth 7lecBler, /yeCite
2S4Me0ico !order Health Commission2S4Me0ico !order Health Commission