Beruflich Dokumente
Kultur Dokumente
research 2.
Course Objectives
1. Research Methodology
1. Qualitative methods
2. Quantitative methods
2. How to do an interview
3. How to prepare a survey
4. How to prepare the presentation
Differences between
methods
Design.
In quantitative methods, the design of the study is
determined before it begins.
In qualitative research, the design evolves during the
research; it can be adjusted or changed as it progresses.
Measurement instruments.
In quantitative research, these exist apart from the
researcher. In fact, another party could use the
instruments to collect data in the researcher's absence.
In qualitative research, the investigator is the instrument;
no other individual could fill in for the qualitative
researcher.
Qualitative methods
field observations
focus groups
Intensive interviews
case studies.
Field observation
Field observation involves the study of a
phenomenon in natural settings.
The researcher may be a detached observer or a
participant in the process under study.
The main advantage of this technique is
its flexibility
it can be used to develop hypotheses, to gather
preliminary data
to study groups that would otherwise be inaccessible.
Focus group
The focus group, or group interviewing, is used to
gather preliminary information for a research study
or to gather qualitative data concerning a research
question.
The advantages of the focus group method are
the ease of data collection
The depth of information that can be gathered.
Interviewing
Intensive interviewing is used to gather extremely
detailed information from a small sample of
respondents.
Advantage
The wealth of data that can be gathered
Because intensive interviewing is usually done with small,
nonrandom samples
Disatvantage
generalizability
Interviewer bias
Case study
The case study method draws from as many data
sources as possible to investigate an event.
Case studies are particularly helpful when a
researcher desires to explain or understand some
phenomenon.
Some problems with case studies are that they can
lack scientific rigor
can be time-consuming to conduct
The data they provide can be difficult to generalize from
and to summarize.
design
pilot study
data collection
data analysis
and report writing.
The Interview
The interview
The interview is one of the most common datagathering devices.
It can be employed to study a wide range of issues,
across widely varying samples of respondents.
Crano-Brewer, 2002
Data to be collected
Sociodemographic Information
Questions concerned with descriptive personal
characteristics of the respondent (age, religion, sex, race,
income, etc.) are perhaps the most common of all items
included in the interview.
Reconstruction
The research interview is perhaps the most practical, and
certainly the most common, means of investigating
peoples reconstructions of past events.
Very often, events having important social implications
occur so rapidly or unexpectedly that researchers are
unable to observe behavior at the time the events occur.
Data to be collected
Attitudes and Behavioral Intentions
We distinguish between these terms because an attitude,
an evaluative belief about a person or thing, may or may
not carry with it any clear behavioral implications, whereas
a behavioral intention is clearly an indication of an
individuals decision to act in a certain manner.
Quantitative Research
The experiment
1. Obtaining a pool of participants.
2. Pretesting them on the dependent variable of
interest.
3. Randomly assigning each participant to experimental
or control groups.
4. Carefully controlling for differences in the application
of the experimental treatment between the two
groups.
5. Remeasuring both groups on the dependent variable
at some time following the experimental treatment.
Pretest
The pretest in this basic design allows us to
demonstrate that those assigned to the two different
treatment conditions did not differ in their response
to the dependent variable at the outset of the
experiment.
Ideally, after random assignment the two groups are
essentially the same, on average, in their pretest
scores within the limits of chance variation.
Laboratory experiments
Prepare Materials
Instructions must be prepared, independent
variables and dependent measures planned and
constructed, and debriefings written.
The debriefing is the experimenters honest
explanation of what the study is about, and it is an
indispensable part of the study, especially if
voluntary participants are used in the researche.
In some research, participants are not aware of their being
under investigation, and in some instances, it is impractical
or impossible to debrief.
Submit to IRB
The instructions, dependent and independent
variables, and debriefing, must be submitted for
approval to a committee specifically constituted to
protect the welfare of research participants.
In most universities, this body is called the
Institutional Review Board (IRB) or, less formally, the
human participants committee.
It is imperative that no research involving human
participation ever be conducted without prior
approval of the IRB.
Set Up Environment
In considering all of the elements of an experimental
setting, we must distinguish between those features
of the context that are to be held constant, and
those that are to be systematically manipulated.
Experimental contexts are characterized by both a
physical environment and a social environment.
Apart from the specific features that are to be
manipulated as the independent variable (or
variables), it is critical to good experimental design
that these other features be defined and controlled
by the experimenter in such a way that they do not
interfere with the intended independent variable.
Environmentally
Tasks
Measures
Etc.
Accurate
Exact
Precise
Well documented
The survey/questionaire
method
Survey research
In survey research, the exact questions we ask are
our operationalizations.
The goal in questionnaire design is to avoid bias in
answers.
Question wording, length, style, and order may affect
a respondent's answers.
Rules of questioning
The questions we pose should be dear in meaning and
free of ambiguity.
Do you exercise on a regular basis?
What is wrong with this question?
Rules of questioning
Survey questions should be simple and easy for
respondents to answer
How do you rate police response time to emergency and
nonemergency calls? (wrong)
Descriptive survey
A descriptive survey attempts to picture or
document current conditions or attitudes, that is, to
describe what exists at the moment.
For example, the Department of Labor regularly conducts
surveys on the amount of unemployment in the United
States.
Professional pollsters survey the electorate to learn its
opinions of candidates or issues.
Analytical survey
Analytical surveys attempt to describe and explain
why certain situations exist.
In this approach two or more variables are usually
examined to test research hypotheses.
The results allow researchers to examine the
interrelationships among variables and to draw
explanatory inferences.
For example, television station owners occasionally survey
the market to determine how lifestyles affect viewing
habits, or to determine whether viewers' lifestyles can be
used to predict the success of syndicated programming
Advantages
They can be used to investigate problems in realistic
settings.
The cost of surveys is reasonable considering the amount
of information gathered.
Researchers can control expenses by selecting from four
major types of surveys:
mail, telephone, personal interview, and group administration.
Disadvantages
Independent variables cannot be manipulated as in
laboratory experiments.
Without control of independent variable variation, the
researcher cannot be certain whether the relations
between independent and dependent variables are causal
or noncausal.
Types of questions
Two basic types of questions
1. Open-ended
2. Close-ended
Open-ended questions
An open-ended question requires respondents to
generate their own answers. For example:
What do you like most about your local newspaper?
What type of television program do you prefer?
What are the three most important problems in your
community?
Open-ended questions
Open-ended questions are particularly useful in a
pilot version of a study.
Like at qualitative interview
Open-ended questions
Problems with interpreting
In many cases, respondents' answers are bizarre.
Sometimes respondents don't understand a question and
provide answers that are not relevant.
Sometimes interviewers have difficulty understanding
respondents, or they may have problems with spelling
what the respondents say.
Clear questions
As short as possible
Follow the purpose of the research
No double-barraled questions
Avoid biased words or terms
"In your free time, would you rather read a book or just
watch television?
Closed-ended questions
Dichotomous questions (Only two answers)
Do you agree with? 1 Yes ; 2 No
Are you a male or Female? 1-Male; 2-Female
Multiple-choice questions
should include all possible responses.
A question that excludes any significant response usually creates
problems. For example:
What is your favorite television network?
Channel 1
Channel 2
Channel 3
Rating scales
They can be arranged horizontally or vertically:
There are too many commercials on TV.
Rating scales
Semantic differential scales
Frequently used to rate persons, concepts, or objects.
These scales use bipolar adjectives with seven scale points:
Rank ordering
The relative perception of several concepts or items.
Here are several common occupations. Please rank them in
terms of their prestige. Put a 1 next to the profession that has
the most prestige, a 2 next to the one with the second most,
and so on.
Police officer
Banker
Lawyer
Politician
TV reporter
Teacher
Dentist
Newspaper writer
Checklist question
What things do you look for in a new television set?
(Check as many as apply.)
Forced-choice questions
Select one statement from each of the following
pairs of statements:
Fill-in-the-blank
Are used infrequently by survey researchers.
However, some studies are particularly suited for fillin-the- bla
For example,
"The senators from your state are _____ and _____." Or,
"The headline story on the front page was about
_____."nk questions.
Instructions
All instructions necessary to complete the questionnaire should
be clearly stated for respondents or interviewers.
Question order
All surveys flow better when the initial questions are
simple and easy to answer.
The questionnaire should be organized in a logical
sequence, proceeding from the general to the
specific.
Poor question order may bias a respondent's
answers.
Layout
BAD
GOOD
Layout
Format changes generally create confusion for both
respondents and interviewers.
Each question must have enough space for answers.
This is especially true for open-ended questions.
Questionaire lenght
There are no strict guidelines to help in deciding how
long a questionnaire should be. The length depends
on a variety of things.
Some of these include:
1. Purpose of the survey
2. Type of problems or questions investigated
3. Age of respondents involved in the survey
4. Type and complexity of questions in the questionnaire
5. Location in the country where the study is conducted
6. Specific setting of the testing situation
7. Time of year
8. Time of day
9. Type of interviewer used (professional or amateur)