Qualitative Methods in - Research Proposal Example

Qualitative Methods in Research Table of Contents Table of Contents 1.0 Introduction 2.0 Problem ment 2 3.0 Objectives 3 4.0 Method 3 4.1 Focus Groups 4 4.2 Group Interviewing 4 4.3 Role of Focus Groups in Qualitative Research Studies 5 4.4 Rationale behind Using Focus Groups 6 4.5 Organising Focus Groups 7 4.5.1 Participant Selection 7 4.5.2 Group Size 8 4.5.3 Other Issues 8 4.6 Process Involved in a Focus Group Research 8 4.6.1 Conceptualisation Phase 9 4.6.2 Interview Phase 9 4.6.3 Analysing and Reporting Phase 10 4.7 Potential and Limitations 11 5.0 Evaluation of the Method 11 6.0 Budget 12 7.0 Conclusion 12 References 13 1.0 Introduction Qualitative approaches to research studies having a holistic approach, depends on certain fundamental beliefs. Some of these are beliefs are that there does not exist a single reality; reality since is based on the different perceptions of the individuals changes over time; what one observes possess some meaning only within a prescribed situation or context (Burns and Groove, 1993) In a qualitative research there is a continuous effort to put different pieces together in order to bring out the whole and some meaning is produced in this process. However due to variation in perceptions there are bound to be many meanings which the researcher has to analyse and adopt an appropriate one. 2.0 Problem Statement Exeter festival is a major two week arts and cultural festival conducted on a yearly basis which attracts a large number of tourists and visitors to the city. Exeter City Council is unhappy on certain counts about the way in which the festival is being conducted. The Council is interested to find out which events of the festival is being liked by the visitors, and what improvements in the opinion of the visitors must be done to make the festival more effective from the cultural and economic point of view. The Council is un-desirous of using the questionnaire survey method. It is interested in engaging some social research method that can provide an in-depth analysis of the views and opinions of the visitors and on that basis want to devise new programmes for conducting the festival in the future. 3.0 Objectives This report purports to achieve the following objectives: (1) To study and suggest suitable social research method(s) that will be able to gather data and analyse the required data from the festival goers (2) To outline the programme of research for the method selected to do the research and also to detail the features of the research method that makes it suitable for the study (3) To present the final report to the City Council on the recommendations of the research method and the ways in which the qualitative data can be interpreted 4.0 Method In general the qualitative research is being supported by different research methods such as ethnography, participant observation, direct observation, unstructured interviewing, case studies, content analysis, and focus groups. The method of ethnography is used normally in research issues connected with the anthropological issues where the method entails an extended period of participant observation, it is considered unsuitable for this study. Next came in to consideration is the research based on more or less exclusive interviews which is considered as a better alternative for the collection of qualitative data. However interviewing, the transcription of the interviews and the process of analysing the transcripts are all very time consuming. Hence the focus groups and group interviewing is considered as the best suitable method for conducting the research for gathering the qualitative data for advising the Exeter City Council on the possible issues in conducting the festival in the perspective of the visitors. 4.1 Focus Groups Academic literature has provided various definitions to the term 'focus group'. The following are some of the important elements which the focus group method has contributed to the field of social research: Organised discussion (Kitzinger, 1994) Collective activity (Powell et al 1996) Social events (Goss & Leinbach, 1996) and Interaction (Kitzinger, 1995) As per the definition provided by Powell et al (1996) a focus group consists of a group of individuals chosen and gathered by the researchers. The purpose of such gathering is to have a discussion and commentary on the issue that is being studied by the research. The discussion will be held on the basis of the personal experience of the participants. According to Kreuger (1988) a focus group takes the form of a discussion that is carefully planned. The purpose of such discussion is to gather the perceptions of different individuals in a prescribed area of interest. The perceptions are gathered under circumstances which are permissive, and non-threatening. 4.2 Group Interviewing According to Smith (1954) group interviewing is to be limited to a smaller number of members which permits genuine discussion among them (cited in Stewart & Shamdasani 1990) Glesne and Peshkin (1992) observe that the practice of interviewing more than one person at a time may prove to be purposeful sometimes as young people may look for company to be emboldened to talk to the interviewer. 4.3 Role of Focus Groups in Qualitative Research Studies Focus groups are to be considered different from group interviewing. This is due to the reason that focus group method relies only on the possible interaction with the group. The interactions normally are based on ideas and issues specified by the researcher (Morgan, 1997) Hence the distinguishing feature of focus groups is the in-depth analysis and information gathered on the basis of interaction between the people taking part in focus groups, which is ideal for the study on hand. There are certain parameters established by Merton and Kendall (1946) that need to be considered while undertaking to do the research using this method. The key considerations are that the participants should have specific experience or opinion about the topic under investigation, there should be an explicit interview guide that should be made use of and that the subjective experiences and viewpoints of the participants are analysed with respect to the research questions which are decided in advance. Cunningham (1993) observes that interviews can be considered as an essential ingredient of any action research study. The interviews enable the researcher to make deeper investigation into the problem. By this the researcher is able to gather more data. The quantum of data which can be collected by focus group can not be collected by using any other methods. Thereby it helps solving the problems. Denzin and Lincoln (1994) opine that group interview with its character of finding the interviewer or moderator is basically a qualitative data gathering technique. Merton et al (1990) suggest that focused interview with a smaller number of people is likely to yield a more diversified range of responses and provide the base for designing a systematic research. Focus groups can be used at the exploratory stages of a study (Kreuger, 1988) and/or during the study to enable the development of a particular programme of activities (Race et al, 1994) or even after a programme has been completed to make an impact assessment or pointing out further areas of research (Patton, 1990). Focus groups are normally capable of providing varying hypotheses. (Powell & Single, 1996) They also help in the development of different questions or concepts. Such questions and concepts can be used in the drafting the questions to be asked to the participants and provide guidance for the interviews to be conducted (Hoppe et al 1995; Lankshear 1993). However due to the fact that there are only smaller number of participants and that the sample may not represent the whole population the focus groups have limitations in their ability to generalize the findings for the whole population. Focus group researches have been successfully conducted in varying spheres of life. Some of the examples of research are: Developing HIV education in Zimbabwe (Munodawafa et al 1995), Understanding how media messages are processed (Kitzinger 1994 & 1995), Exploring people's fear of woodlands (Burgess 1996), and Distance interviewing of family doctors (White & Thomson 1995)" (Anita Gibbs 1997). 4.4 Rationale behind Using Focus Groups Under focus group research method it is easier for the researcher to have an interaction with the support of the attitudes, feelings, beliefs, experiences, and reactions of the participants. This kind of reliance is not possible in other research methods. Even methods like observation, one-to-one interviewing, or questionnaire surveys do not present this facility to the interviewer. It may be noted that these attitudes, feelings, and beliefs do not have a full bearing on the group behaviour or other social concepts. However these are likely to be exposed under a focus group gathering which enables the researcher to collect more quantum of information within a shorter period as opposed to observation method. Thus focus groups present a multiplicity of views and emotional processes within group behaviour. While observational methods wait for things to happen, in the focus groups the researcher follows an interview guide which makes the focus groups organised events which are sure to offer better results to researcher. Morgan & Kreuger (1993) observe that the utility of the focus groups is found in situations where there exist variations in power between different groups of people taking part in the focus group and the people responsible for making decisions. Focus groups are particularly useful in exploring the extent of consensus on the chosen topic among groups which are varied in language and culture and are having different interests. with varying powers are taking part in the discussion. 4.5 Organising Focus Groups Organising the focus group interviews need considerable planning than other type of interviewing. Assembling people at the appointed location and making provision of adequate recording facilities may also prove tough. 4.5.1 Participant Selection For conducting focus groups the selection of participants will depend on the purpose of the study. Stewart and Shamdasni (1990) suggest that a convenience sampling is to be employed implying that the sample should represent the larger number of population. Morgan (1988) suggest that an over-recruitment of about 20 percent may be done to face the potential problems by the unexpected absentees which is more likely as some of them may not like to participate in the interview. Identification of the most appropriate participants for a focus group is really difficult task. A group which is heterogeneous in nature with respect to different demographic elements there is bound to be a large impact on the contribution to the research based on the basic demographic differences. (Anita Gibbs, 1997) 4.5.2 Group Size According to MacIntosh (1993) the group may consists of 6 to 10 people. But there are groups which have accommodated even up to 15 people. (Goss & Leinbach 1996) Some groups even had the number of members as less as four (Kitzinger 1995). There may be a number of meetings of the same groups or one meeting with several focus groups (Burgess, 1996) 4.5.3 Other Issues The timing of the focus groups normally vary from one to two hours. Powell & Single, (1996) suggest the use of neutral locations to avoid negative or positive associations with the venue of the meetings. Otherwise it is also possible to hold the meetings at various places. 4.6 Process Involved in a Focus Group Research The process of undertaking a focus group research involves three phases: (1) Conceptualization phase, (2) Interview phase and (3) Analysis and Reporting phase (Mary Marczak & Meg Sewell) 4.6.1 Conceptualisation Phase This phase involves the determination of the purpose, the types of information that will be considered important, the agency that needs the information and the ultimate user of the information. Under this phase the people who will provide the information, their demographic characters like age, gender, occupation, education, sex etc which are the important determinants for the selection of the participants are also determined. The next step in this phase is to estimate the resources required and to specify the procedure, time line and the allocation and use of the proposed budget. This phase also involves the review of the plan by others (Mary Marczak & Meg Sewell). 4.6.2 Interview Phase In the interview phase the development of the interview questions take place first. It is necessary that the questions are planned very carefully but they should appear as if being posed spontaneously by the interviewer. It is better to have five or six questions and always under 10 questions. Questions like "did you like the program" need to be avoided but like "what do you think of the program" should find place. It is also necessary to have the questions prepared systematically with a natural flow. A pilot test of the focus group interview may be conducted in advance to test the efficiency of the method (Mary Marczak & Meg Sewell). The successful outcome of the focus group depends largely on the performance of the Moderators or interviewers of the focus group whose role is vitally important. The main role of the moderator is to keep the flow of the discussions smooth and on track. They have the duty to guide the discussion in the proper course, make a smooth transition to the next question and sense the mood of the group, and act accordingly (Mary Marczak & Meg Sewell). 4.6.3 Analysing and Reporting Phase The extent of analysis of the data collected depends on the intent of the study. If the objective of the study is too narrow then there is no need for elaborate analysis. The process the researcher follows in analysing the data must be systematic and verifiable. It is advisable the moderator or the assistant does take part in the analysis of the data. There is a complete set of procedure prescribed for the analysis of the data gathered which is outside the scope of this report. The reporting again depends on the objective of the study. In general numeric data like numbers and percentages do not find place in reporting under focus group method. At best the report should be descriptive and should be able to present the meaning of the data in the place of a summary of data which is the essence of any social research. Data can be reported as: (1) Raw Data (2) Descriptive Statements and (3) Interpretation (Kreuger, 1988) Raw data simple presents the data as they were expressed by the respondents. While descriptive statements give a summary of the comments of the respondents with illustrative examples, interpretation provides additional information building on the descriptive statements (Mary Marczak & Meg Sewell). 4.7 Potential and Limitations Kitzinger (1994, 1995) observe that interpretation is the most important factor that makes focus groups better. "Interaction also enables participants to ask questions of each other as well as to re-evaluate and reconsider their own understandings of their specific experiences" (Anita Gibbs, 1997) The focus group is able to elicit information in such a way which allows the researchers to identify the important issues and as to why they are important (Morgan 1988) This also enables the researcher to understand the gap between what people talk and what they really do (Lankshear 1993) Although focus group has several advantages just as other research methods have limitations focus group has also some limitations. While some of the limitations can be overcome by careful planning and moderating certain other limitations are inherent. One example is that the moderator has only a lesser control over the group (Morgan 1988). Moreover because of the smaller number of participants generalization of the data to the whole population would be difficult. 5.0 Evaluation of the Method At some times during the process of the focus group interviews it becomes important to make an evaluation of the effectiveness of the outcomes of the method. The researcher has to analyse the data collected at certain point of time and make an evaluation as to the effectiveness of the results and if necessary make amends to the questions or the way the interview is moderated to make it more effective. This is an important step to ensure that the focus study method provides the information needed by the Exeter City Council to make alterations to the festival. 6.0 Budget Since the whole budget is fixed at 7.5K the researcher should carefully plan the resources of time and efforts not to exceed the budget. With a more liberal budget it is possible to consider the use of the readymade software like NVIVO which is considered ideal to analyse the qualitative data for making a meaningful analysis and reporting. 7.0 Conclusion This report has presented the outline of the main features of the focus group method of social research with particular attention to the benefits of the interaction and group dynamics which are vitally important to form an opinion on the effectiveness of the different events of the Exeter Festival and make appropriate decisions on the basis of such opinions. References Anita Gibbs (1997) 'Focus Groups' Social Research Update Issue 19 Winter 1997 Burgess J. (1996) 'Focusing on fear', Area 28 (2): 130-36. Burns, N & Grove, S.K. (1993) 'The Practice of Nursing Research: Conduct, Critique & Utilization' 2nd Edition W.B Saunders Philadelphia Cunningham, J.B. (1993) 'Action research and organisational development' London: Praeger Denzin, N.K., & LincolnY.S (1994) 'Handbook of qualitative research' London: Sage Glesne, C., & Peshkin, A. (1992) Becoming qualitative researchers: An introduction' New York: Longman Goss J.D., Leinbach T.R. (1996) 'Focus groups as alternative research practice', Area 28 (2): 115-23 Hoppe M.J., Wells E.A., Morrison D.M., Gilmore M.R., Wilsdon A. (1995) 'Using focus groups to discuss sensitive topics with children', Evaluation Review 19 (1): 102-14. Kitzinger J. (1994) 'The methodology of focus groups: the importance of interaction between research participants', Sociology of Health 16 (1): 103-21. Kitzinger J. (1995) 'Introducing focus groups', British Medical Journal 311: 299-302 Kreuger R.A. (1988) 'Focus groups: a practical guide for applied research' London: Sage Lankshear A.J. (1993) 'The use of focus groups in a study of attitudes to student nurse assessment', Journal of Advanced Nursing 18: 1986-89. MacIntosh J. (1981) 'Focus groups in distance nursing education', Journal of Advanced Nursing 18: 1981-85 Mary Marczak & Meg Sewell 'Using Focus Groups for Evaluation' CYFERnet - Evaluation The University of Arizona Merton R.K., Kendall P.L. (1946) 'The Focused Interview', American Journal of Sociology 51: 541-557 Merton, R.K., Fiske, M., & Kendall, P.L. (1990) 'The focused interview: A manual of problems and procedures'. (2nd ed.). London: Collier MacMillan Morgan, D.L. (1988). 'Focus groups as qualitative research' London: Sage Morgan D.L. and Kreuger R.A. (1993) 'When to use focus groups and why' in Morgan D.L. (Ed.) Successful Focus Groups London: Sage Munodawafa D., Gwede C., Mubayira C. (1995) 'Using focus groups to develop HIV education among adolescent females in Zimbabwe', Health Promotion 10 (2): 85-92. Patton, M.Q. (1990) 'Qualitative evaluation and research methods' (2nd ed) London: Sage Powell R.A. and Single H.M. (1996) 'Focus groups', International Journal of Quality in Health Care 8 (5): 499-504 Powell R.A., Single H.M., Lloyd K.R. (1996) 'Focus groups in mental health research: enhancing the validity of user and provider questionnaires', International Journal of Social Psychology 42 (3): 193-206. Race K.E., Hotch D.F., Parker T. (1994) 'Rehabilitation program evaluation: use of focus groups to empower clients', Evaluation Review 18 (6): 730-40. Smith J.A., Scammon D.L., Beck S.L. (1995) 'Using patient focus groups for new patient services', Joint Commission Journal on Quality Improvement 21 (1): 22-31. Stewart, D.W., & Shamdasani, P.N. (1990) 'Focus groups: Theory and practice' London: Sage Read More