Research Techniques: Observation, Focus Groups, and Other Techniques

Planning an Applied Research Project Chapter 12 – Research Techniques: Observation, Focus Groups, and Other Techniques© 2014 John Wiley Sons, Inc. All rights reserved.Learning ObjectivesExplain the advantages of observations, focus groups, expert panels, and content analysisExplain the challenges of conducting objective observationsConduct a research observationOrganize a focus groupDevelop an expert panel research designConduct a content analysis research designDevelop a coding system© 2014 John Wiley Sons, Inc. All rights reserved.Key TermsCodingCoding manualCoding scheduleContent analysisDelphi panelDescriptive observationDetached observerDispositionEvaluative observationFacilitatorFocus groupInferential observationInter-rater reliabilityLatent contentManifest contentObserver driftOutside observerParticipant observerPerceptual floodingPilot observationResearch blindnessSelective attentionSkilled facilitatorTime frameUnits of behaviorUnits of observation© 2014 John Wiley Sons, Inc. All rights reserved.Benefits of Observational ResearchObjective way to record and notice behavior of other peopleNon obtrusive way to gather information with limited involvement of the persons being observedStructured and objective modelNumbers can be analyzed using statistical techniques© 2014 John Wiley Sons, Inc. All rights reserved.Challenges in Conducting ObservationsObserver driftObtaining permissionDeciding on observer role Perceptual floodingRecording accurately using a coding schemeSelecting units of behavior and time frameSelective attention© 2014 John Wiley Sons, Inc. All rights reserved.Observational RolesOutside observerParticipant observerObserver as participantMystery shopper© 2014 John Wiley Sons, Inc. All rights reserved.Benefits of Focus GroupsGathering many opinionsCollecting new ideas Sampling opinions of select participantsEnabling reactions of participants to each others’ ideasFollow up on opinions possibleInclusion of verbal and non-verbal behaviorSaves time and money and staff time© 2014 John Wiley Sons, Inc. All rights reserved.Organizing Focus GroupsClarifying the purpose of the focus groupDeciding on incentives or stipendsSelecting and inviting participantsDeveloping the questions to be asked in the focus group Determining recording systemsDeveloping a plan for the facilitator – who will do it and why?© 2014 John Wiley Sons, Inc. All rights reserved.Organizing Focus Groups (cont’d)Selecting a place to hold the focus groupCreating the process for recording the conversation, both verbal and non-verbalReminding all the participants of the time and locationConducting the focus groupThanking them after the groupAnalyzing the recording© 2014 John Wiley Sons, Inc. All rights reserved.Expert PanelsGroup of people who are chosen for their expertise, wisdom, or experience and who operate as a group to help solve a problem, provide insight or create predictions for the futureEffective method to collect a lot of information from professionals who do not meet but conduct their work by email and other forms of communicationA Delphi Panel is one form© 2014 John Wiley Sons, Inc. All rights reserved.Expert Panels (cont’d)No communication among the participantsA tight time tableCareful review and editing of what you receiveThe value of clear questions to start the processThe need for participants to commit to a promote review and retune of documentsHow electronic communication helps the process© 2014 John Wiley Sons, Inc. All rights reserved.Content AnalysisObjective and careful analysis of words and/or phrases in a series of documents, videos, magazines, periodicals, or in order to determine what the evidence showsContent analysis can uncover cultural assumptions about the ways words or images are usedContent analysis can provide insights about how organizations or individuals use language, phrases or symbols to convey meaning © 2014 John Wiley Sons, Inc. All rights reserved.Steps in Content AnalysisSelection of software (if being used)Development of coding scheduleCoding manualCareful training of people involvedCareful selection of documentsClear plan of how to analyze the results© 2014 John Wiley Sons, Inc. All rights reserved.Coding in Content AnalysisProcess of recording what is in a document or set of images in a consistent and replicable mannerRequires: Determination of unit of analysiscoding scheduleCoding manualTraining coding persons© 2014 John Wiley Sons, Inc. All rights reserved.Review of Class SessionAnything unclear?One thing that fascinates me about the topics in this class is © 2014 John Wiley Sons, Inc. All rights reserved.