1. 1. Dr. Andy Van Neutegem KIN 515 GAP ANALYSIS
2. 2. Qualitative Research Not everything that can be counted counts and not everything that counts can be counted. ( Albert Einstein )
3. 3. What is qualitative research? Qualitative research is an approach which seeks to understand , by means of exploration, human experience, perceptions, motivations, intentions and behavior. So, listening and observing may give more information than sending questions.
4. 4. Non-experimental Research Designs This type of design is otherwise called as weakest design. Need not obey any principles It can have so many subdivisions
5. 5. Reasons for Undertaking Non Experimental Studies 1. Number of human characteristics/ independent variables are not subject to experimental manipulation or randomization 2. Some variables cannot ethically be manipulated 3. For some research, it is not practical to conduct a true experiment/manipulate variables 4. For some situations, it is more realistic to explore phenomena in more natural manner 5. Non-experimental research is often needed to scope out the experimental one
6. 6. Main features of Qualitative Research 1- Exploration 2- Inductive approach 3- Interactive and Reflective 4- Holistic 5- Flexible
7. 7. Main features of Qualitative Research ( cont. ) 1. Exploration is the essential feature of qualitative approach in order to understand the perceptions and actions of participants.
8. 8. Main features of Qualitative Research ( cont. ) 2.Inductive approach: The purpose of qualitative approach is to develop concepts and generates hypothesis. The researcher is open to ideas which emerge from listening or observing people.
9. 9. Main features of Qualitative Research ( cont. ) 3- Interactive and Reflexive process The qualitative research should be reflexive i.e. examining not only what people say and do, but also why they say and do so.
10. 10. Main features of Qualitative Research ( cont. ) 4- Holistic exploration In qualitative research, participants are allowed to put their responses in context.
11. 11. Main features of Qualitative Research ( cont. ) 5- Flexible methods Qualitative research relies on personal, intimate and private world of participants. So flexible, imaginative, creative and varied strategies are used to facilitate this process: Data collection methods include; interviews, observations, group discussion, analysis of video recording, letters, diaries and other documents.
12. 12. Common approaches in qualitative research 1- Ethnograghy 2- Phenomenology 3- Discourse analysis 4- Grounded theory
13. 13. Common approaches in qualitative research 1- Ethnography: is an approach relying on the collection of data in the natural environment. Ethnographers are interested in how the behavior of individuals is influenced or mediated by culture in which they live. So, human behavior can only be understood if studied in the setting in which it occurs. As people can influence and be influenced by the groups they live in.
14. 14. Common approaches in qualitative research 2- Phenomenology: It focuses on individuals' interpretation of their experience and the ways in which they express them. The researchers task is to describe phenomena as experienced and expressed by individuals.
15. 15. Common approaches in qualitative research 3- Discourse analysis: Discourse is a term used to describe the systems we use in communication with others. These include verbal, non-verbal and written material. What we say, how we say it, our choice of words, tone, timing are full of values, meanings and intentions. So, analysis of discourse increases our understanding of human behavior through language and interaction.
16. 16. Common approaches in qualitative research 4- Grounded theory: It is an inductive approach to research whereby hypotheses and theories emerge out or are grounded in data.
17. 17. Common approaches in qualitative research (conclusion) The above 4 approaches are similar in that they place emphasis on interpretation rather than objective empirical observations. They are interactive. They are different in that; ethnography focuses on culture, phenomenology on consciousness, discourse analysis on language and ground theorys aim is the development of theory through induction.
18. 18. Limitations of Qualitative Research 1- It is anecdotal (stories told for dramatic quality without critical evaluation) 2- Unscientific 3- Producing findings that are not generalizable 4- Impressionistic 5- Subjective
19. 19. Qualitative: Data Collection Methods Four Common techniques: Descriptive/Exploratory/Observational Interview Questionnaires Case Studies Observation
20. 20. Descriptive Research Purpose is to observe, describe, & document aspects of a situation as it naturally occurs serve as a starting point for hypothesis generation or theory development Types: Descriptive Correlational Studies Univariate Descriptive Studies Prevalence Studies Incidence Studies
21. 21. Descriptive/Exploratory Survey (contd) Advantage: large amount of information can be obtained from a large population in an economical manner which is surprisingly accurate Disadvantages Info tends to be superficial as breadth is emphasized Expertise in: sampling techniques, questionnaire construction, interviewing and data analysis to produce a reliable and valid study. Time-consuming & sometimes costly
22. 22. Observational Approach Observe individual behaviour and qualitatively and/or quantitatively analyze observations e.g. How many forms of feedback in an observed coaching situation Evaluation Frequency Interval of behaviour Duration Must determine what behaviours to observe What are the behaviour criteria Where will the observations be made? Natural vs Unnatural?
23. 23. Questionnaire Top Hints to constructing a good questionnaire: 1. Do not use ambiguous words such as generally. Leave reader to interpret. 2. Use short questions 3. Avoid two questions in one! Example: Does your department have an entrance requirement for the Masters Degree and doctoral program? 4. Avoid technical jargon and acronyms 5. Do not lead the participant with statements. Example: Bing one of the coldest places in the world, would you want to live in the North Pole? 6.Do not imply the answer. Example: Because athletes work so hard, shouldnt get more money for carding?
24. 24. Interviews Benefits More desirable than questionnaires since more likely to take place degree of certainty Responses are more likely to be reliable Can get rich data from text Can be in-person allowing for reads off interviewed person Can be more adaptable and flexible in re-phrasing questions to allow for quality answers Can allow visual aids, etc
25. 25. Interviews Helpful hints: 1. Establish rapport with interviewed person. Seek common interests. 2. Prepare questions and rehearse questioning 3. Make prior contact with letter or oral letter by phone or in- person 4. Ask good questions avoid Yes or No answers 5. Avoid inserting your opinion of participants views 6. Keep the interviewed person on topic. Select points in the ramble to hook back to question categories.
26. 26. Interviews Interview Questions: 1. Devils advocate: Some people say that NHL athletes are overpaid. What do you think? 2. Hypothetical: Lets say that you were GM of Vancouver Canucks. Who would you trade in January? 3. Ideal position: What do you think is the ideal preparation course for sport management field? 4. Interpretive: Would you say that your experience in SFL is different from what you expected?
27. 27. Case Studies In-depth understanding of a single situation or phenomenon Form of descriptive research methodology Case is deemed representative of other such situations or cases Generally weaker in generalization but its main purpose is not to get a population-based generalized concept Used to build theories or inductive processes Used to examine a single person but also a program, organization, community, specific situation
28. 28. Case Studies 3 types Case studies 1. Descriptive- Presents a detailed picture Gain clarity of situation Initial step in building case for further research
29. 29. Case Studies 3 types Case studies 2. Interpretive- Interpret data and conceptualize the information to create a theory E.g. the cognitive processes in choosing an intramural sport
30. 30. Case Studies 3 factors Case studies Evaluation- Involves description and interpretation Evaluate merit of a practice, program, movement or event. May be provide more in-depth study than survey approach
31. 31. Case Study Sample Does not need to be random sampling not deemed to be a representative conclusion Tend to use criterion-referenced or based sampling- choose a set of criteria and then select participant(s)
32. 32. Case Study Gathering Data Can use interviews, observations, document analysis all three! Flexible approach and analysis technique can include a range of: Sorting techniques categorization; Member checking Interpreting- creating a theory or conclusion
33. 33. Exercise Use the provided journal article and create a mind- map of the various details/aspects of the qualitative methodology Use key words to capture the methodology used! Investigate key words that you do not understand! Start with categories to focus your analysis: statistical methods, reliability tests, statistical tests or descriptors. Be prepared to discuss in a student forum.
34. 34. Exercise Research a journal article related to any aspect of your sport or athletes performance. Ensure that it employs qualitative methodologies. Provide an overview of the qualitative approach and be ready to present in a student forum. Evaluate the effectiveness of the methodological approach to answer the research question.
35. 35. THANK YOU