Process for Qualitative Research and Conducting In-Depth Interviews

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Del curso dictado por University of California, Davis

Qualitative Research

76 calificaciones

University of California, Davis

Qualitative Research

76 calificaciones

Curso 2 de 4 en SpecializationMarket Research

In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project. Week 2: Design the qualitative instruments necessary for your interviews or focus groups, and plan your recruitment efforts. Write questions and prompts to ask in an interview or focus group. Design a moderator guide and a screening questionnaire to use when recruiting your participants. Week 3: Recruit participants for your focus group and apply techniques to ensure they show up and participate. Act as a moderator during your focus group and apply strategies to handle various types of situations. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving. Week 4: Organize and analyze the data you have collected. Transcribe the audio from your focus group or interview and interpret your notes. Write a focus group report that can be presented to your stakeholders and see how this information might relate to your quantitative research. Take Qualitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the first course in this specialization, Research Report: Initiating Research, before taking this course. By completing the second class in the Specialization you will gain the skills needed to succeed in the full program.

De la lección

Design Qualitative Instruments and Plan Recruiting

In this module, you will be able to write questions applying best practices for qualitative research, design a moderator guide with all essential components, and design a screening questionnaire to identify suitable participants for your qualitative research. You will be able to use these instruments as you progress, and identify the best places and practices to recruit key informants and focus group participants.

Design Qualitative Instruments and Plan Recruiting Introduction0:57

Best Practices for Writing Questions and Probes6:29

Topic Saturation6:30

Process for Qualitative Research and Conducting In-Depth Interviews6:01

Assessing Questions by Topics and Sequence4:34

Designing a Moderator Guide7:36

Designing a "Screener" or Screening Questionnaire5:46

Recruitment Planning and Best Practices5:37

Various Ways to Recruit for Qualitative Research5:02

Conoce a los instructores

Susan Berman
President, Impact Research
UC Davis Division of Continuing and Professional Education

Hello there! In the last couple of lessons we have been

exploring best practices for writing good qualitative research questions.

This lesson is the final in the series where we will look

at the process for qualitative research and conducting in-depth interviews.

After this lesson, you will be able to recall

a five step process for crafting good qualitative questions.

You will be able to describe how to conduct an in-depth interview,

and finally you will be able to write solid questions,

follow up questions and probes.

Okay, so let's dive in again.

You will use a probe in many situations

including a one-on-one interview or a focus group.

There was some difference between a probe during a focus group

compared to doing a probe on a one-on-one interview.

In general, you would write the probe the same way for both situations.

However, in a focus group setting after one person

answers the probe you could say others,

if you want others in the group to add to the topic.

That is the best way to do it.

During the focus group, you might be trying to get one person to provide

more information or trying to get others in

the focus group to add their two cents on the topic.

Here's a process I use for any kind of qualitative research.

Step one. Think about the purpose of your questions.

What type of responses do you want from those that you're interviewing.

Step two. Think about words in your questions

that lead to more than a yes or no response.

Use words like how, what,

when, describe, identify, what happened.

For example, how would you describe your experience at the doctor's office? Step three.

Ask a question that discovers what the meaning is to the person who you are interviewing.

Step four. Ask what happened next.

If you're trying to get the response tell you what happen over time. And step five.

Write out your question and pretest it on some friends or coworkers ahead of time.

When I prepare for an interview with a key informant,

I will write a questionnaire that is geared to the particular interview purpose.

I will never use an interview from another project,

but I will develop a list of interview questions that can be asked of all in

key informants in order to compare responses across the groups or respondents.

Here's an example of where I needed to interview 15 chief information officers,

CIOs, about what they use for backup and security on the computer.

First, I knew I would have a very limited amount of time with them.

I knew they would be very resistant to divulging

too much information that could compromise their company's privacy.

Also, they would be very hard to get on the phone.

Obviously, this type of situation is always better

for a one-on-one interview than in a focus group.

You just don't get these type of people to gather together or to

divulge what the companies do. Here's how I do it.

I take the topic and what I want to discover.

I first introduce the topic and speak about confidentiality.

I start by using a general question about the type of things they do in their job.

Then I move on to their views about security and back up in general.

Then I ask them about the positives and negatives they find about their system.

Then I ask what they hope to find in backup and security.

At that point, I read them a little blurb about the product I'm researching,

and I asked them what they think about it.

So basically you're doing a soft,

subliminal sell of the product because you're

providing information about something they might not know.

You might ask them to compare their product to what they currently use.

And lastly, thank them for their interview and their time.

You'll notice that the questions are very gentle at first,

and then become more specific.

Another thing to note about writing questions for key informant interviews,

is that I tell the formality to the audience.

If I'm writing CEOs it's pretty formal compared

to if I'm writing teen mothers where I speak more casually.

Whether I am writing question for a screener, a key informant,

a key opinionator or a focus group,

the basics all apply.

I also consider my specific audience or respondent.

When I write a screener to get respondents,

I will write questions to make sure I get exactly who I want participating in the group.

I decide which criteria are the most important to get

responses on the issues we'll be covering in the focus group.

So the focus group is on young adults about smokeless tobacco.

I will want to get at one group of smokers

together and the other group of nonsmokers together.

Since the topic is about young adults,

a criteria said they need to be between 18 and 24 years of age.

When I write questions for a focus group,

I will write questions for the purpose of generating answers from 8-10 participants.

Like the one-on-one key informant interview,

you start by introducing the topic and explaining confidentiality.

However, you also discuss

the general rules for focus group participation and introductions.

Then you move on to general questions that become more specific with probes.

That wraps up our look at best practices for writing

good qualitative research questions in common situations.

After this lesson you should now be able to describe

best practices and criteria for writing good open

ended questions and probes and explain how to ensure

topic saturation by implementing probes after a general question.

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