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Chapter 14
Designing Qualitative Research
Variety of methodologies
Researcher is primary data collection instrument
Participation and observation are integrated
Focuses on specific interactants in specific communication contexts and events
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Researcher’s Role
in Qualitative Methodologies
Role of researcher is integrated within the context of individuals being observed
In the research context for extended periods of time
Observes the communication firsthand
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Forms of Participant Observation
Complete participant Participant-as-observer Observer-as-participant Complete observer
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Identifying the Research Focus
Is the research question personally interesting or compelling?
Should be contextually bound
Each project will result in a unique design solution
Develop a purpose statement as a road map
Consider researcher’s flexibility to fit in
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Consulting the Literature
Become familiar with content literature – Terminology or practices in this setting
– Theories that can be supported or refuted
Become familiar with research which used the method you’re planning to use
– Become familiar with research techniques before gaining access
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
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