Comparing Qualitative Research Designs - Essay Example

Comparing Qualitative Research Designs: An Essay and Introduction This paper looks at the various methods of research designs for qualitative research and fully explores what each one presents in terms of research design (Rovai & Baker, 2013; Fowler, 2013). Qualitative research uses a variety of interview processes which provides results of how people experience various issues, such as whether they like the coffee at Starbucks, what they feel about getting the latest vaccine for HPV, or whether they like a certain textbook and what could be better about it. The three research designs used here are Participant Observation, Focus Groups, and In-Depth Interviews (Nordhielm & Dapena-Baron, 2013). The first, participant observation, is the process of watching but not directly interacting, and taking notes in a manner that allows for results to be inputted into a database for further analysis. In-depth interviews are one-on-one interviews which occur more in the medical research areas when obtaining sensitive personal data. Focus groups provide a method of obtaining information on cultural aspects, including subgroups such as women only (Carlburg, 2012; Rovai & Baker, 2013). Thesis Statement: This paper explores three different research study designs and the best methods and circumstances for which each can be used for maximum efficiency in results. Study Type One: Participant Observation – The Starbucks Study (Alton & Banerjee, 2013) Type of question the design would answer: The purpose of this study was to analyze how a corporation could gather customer knowledge information through its social media sources and from observing consumers in a live setting, recording how the coffee shop was used, other than just buying coffee (Alton & Banerjee, 2013). This was a combination of case study review and netnography, using the Internet to gather online interactions in social media, compiling all the data, analyzing it, and providing returns that would add to the company’s customer knowledge management (CKM) (Nordhielm & Dapena-Baron, 2013). Type of problem the design would address: The problem that the design would solve was to create an infrastructure, such as a specific database, that would convert the different source types of data into a format for advanced analysis, with reliable informative returns (Alton & Banerjee, 2013; Carlburg, 2011; Rowe, 2013) Sample size and selection: In this case, four social media services used by Starbucks were the basis for data collection. Aside from specific final data (postings), there were also 25 random samples added into the mix. Each posting represents a “person” and is comprised of 2oo microposts from Twitter, 200 Facebook posts, 200 tips in Foursquare, and 200 discussion threads from My Starbucks Idea forum, equaling 825 entries (Rowe, 2013; Marshall, Cardon, Poddar, & Fontenot, 2013). Type of data collected: The time period for data collection was 11 months, starting in October 2011 and ending in August 2012, and was completed in two parts. The data was based on text comments from various sources, including social media. Data was first collected from different media, such as newspapers and magazines researched in Factiva and LexisNexis, and in professional journals such as Emerald Management and ProQuest. How data are collected: Social media comments were added into the mix through the use of netnography, which is the collection of data behind the scenes through the Starbucks account. How data are analyzed: Collected data, as textual statements/comments from social sites, were put through TextSTAT for further analysis, to find word similarities. This was done by filtering text, coding them and then putting them into categories (Alton & Banerjee, 2013). How results are presented: Twelve quadrants, utilizing the CKM strategies within social media outlines, were developed for the unitized contents which had been put into a Word file. Any irregular items were discarded as not fitting the criteria. The final report showed that such research were effective for developing more in-depth studies, from preliminary evidence in these reports (Alton & Banerjee, 2013). Study Type Two: Focus Groups - HPV Vaccine Research Study (LaMontagne et al., 2014) Type of question the design would answer: This study was conducted through focus groups and semi-structured interviews, whereby the goal was to determine the impact of the HPV vaccine program on the school system and health centers in four districts of Vietnam (LaMontagne et al., 2014; Somekh & Lewin, 2012). Type of problem the design would address: The study addressed whether targeting that particular population in the methods proscribed through the schools and health centers, were effective enough in reaching a large population of susceptible candidates (LaMontagne et al., 2014; Ferrer, Trotter, Hickman, & Audrey, 2014; Rovai & Baker, 2013). Sample size and selection: There were 131 semi-structured interviews conducted with staff in health and education, from across the country. Then, 26 focus groups were done with those who implemented the HPV projects, of which there were 153 participants (Rowe, 2013; LaMontagne et al., 2014). Type of data collected: Conversations in the interviews and focus groups were recorded, as well as written in the researchers’ notebooks. All meetings were private to protect participant identities. A qualitative database was designed and data was coded, cleaned and personal identities removed, to prepare for further analysis (LaMontagne et al., 2014; Somekh & Lewin, 2012). How data are collected: Verbal consent was given by all participants and approved by the appropriate regulatory groups. Trained researchers conducted the interviews and focus groups, using a question guide with specific points geared towards the study’s objective. Recordings were transcribed and verified with notes, which were put into the Atlas.ti Software program as part of data management (LaMontagne et al., 2014; Nelson, Onwuegbuzie, Wines, & Frels, 2013). How data are analyzed: The NVivo software program was used for creating categories, sorting the data, and summarizing the final data. Three themes were used for compiling the results: 1) impact of program on health system; 2) impact on the education system; and 3) the impact on collaborating sectors (LaMontagne et al., 2014). How results are presented: Reports were created, based on the three themes indicated above. The results were important in discovering weaknesses in the program, such as personnel shortage on vaccination days, and that existing personnel were continually overburdened with work. Better support was needed from higher government authorities as well. Additionally, an extensive amount of time was spent on building the list of girls required to come, as well as contacting them to ensure that they would attend. While the initial period of vaccinations was difficult, subsequent appointments were better organized after adjustments were made. This type of qualitative and communicative research was important in helping restructure the vaccine program to be more efficient (LaMontagne et al., 2014; Ferrer et al., 2014). Study Type Three: In-Depth Interviews – Advanced Care Planning/Dementia (Poppe, Burleigh, & Banerjee, 2013) Type of question the design would answer: Advanced Care Planning (ACP) is normally done in the last six months of life, but in the case of dementia patients, it should be done early on as soon as possible, due to incrementally diminution of decision-making capabilities (Poppe et al., 2013; Smebye & Kirkevold, 2013). This also involved the relationships with the carers and medical staff, such as the diagnosing doctor. Type of problem the design would address: The problem addressed in the study is to explore the acceptance of connecting with the patient, caregivers, and diagnosing physician, to have the ACP discussion as soon as possible after diagnosis is made. In not having the discussion, the patient faces, legally, having a poor system of care when it is most needed (Poppe et al., 2013). Sample size and selection: Twelve patients were selected who had been diagnosed with memory problems and mild dementia. Eight carers were selected, along with six staff members who already were familiar with, and had been trained for conducting the ACP discussions (Somekh & Lewin, 2012; Marshall, Cardon, & Poddar, 2013; Rovai & Baker, 2013). Type of data collected: An ACP-ED tool was developed for the first time to assist with having the ACP discussion, specifically geared towards patients with early dementia (ED). This tool was used as part of conducting the interviews with ED patients during the study. Interview guides were also developed for the patients, carers, and staff members, and questions were open-ended, and recorded for transcription later (Poppe et al., 2013; Smebye & Kirkevold, 2013). How data are collected: The in-depth interviews and data were collected by professional researchers, familiar with dementia issues. Patient and carer interviews were conducted at their homes, while staff members had their interviews at work (Poppe et al., 2013). How data are analyzed: After transcription, the information was separated into themes, which were then coded for further analysis. Similarities and differences were compared through the themes presented. A coding book was also developed to help resolve any rating discrepancies or disagreements, which were also discussed in person (Poppe et al., 2013). How results are presented: The results were presented in a report, showing significant feedback on a delicate subject of what should be done for care at the end of life. The majority of the patients accepted the ACP discussion, as did carers, although there were a few patients and a few carers who were uncomfortable and experienced some anxiety about reaching a point of not being able to think clearly anymore. Relationships with family, in some cases, also caused some discomfort (Poppe et al., 2013; Smebye & Kirkevold, 2013). Conclusion There is an appropriate design for every type of research study done so far. Some of the newer ones, such as the Participant Observation, requires a behind-the-scenes method of gathering data, and also using a new set of tools to gather data. Each method shown here, provides a way to learn what people are thinking and feeling about various issues, some of which can be very private, but needs to be understood, in order to provide better services and products (Tracy, 2012: Creswell, 2012). Any type of business, organization, or operation, must have an understanding of how to get the information each needs, in order to understand what the baseline consumer likes, needs, or wants. In the last study, it is about providing patients dignity at the end of life, something that all of us will face, in one form or another. Finding the best way to get the information, and then to present it so it tells a story that people need to hear and know about, make any type of research a valuable tool in learning more about ourselves (Ravai & Baker, 2013). References Alton, Y.K, & Banerjee, C.S. (2013). Customer Knowledge Management via Social Media: The Case of Starbucks. Journal of Knowledge Management, 17(2), 237-249. Retrieved from http://www.emeraldinsight.com/doi/pdfplus/10.1108/13673271311315196. Carlburg, C. (2012). Predictive Analytics: Microsoft Excel. Upper Saddle River, NJ: Que Publishing. Carlburg, C. (2011). Statistical Analysis: Microsoft Excel 2010. 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