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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
Copyright c 2001 The McGrawHill Companies, Inc. 1
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
Copyright c 2001 The McGrawHill Companies, Inc. 2
Forms of Participant Observation
Complete participant Participantasobserver Observerasparticipant Complete observer
Copyright c 2001 The McGrawHill Companies, Inc. 3
Intimate Role of the Researcher
Observation is theoryladen
Researcher may develop social and emotional relationships
Researcher may find it difficult to distance him/herself to draw conclusions
Researcher may be overinfluenced by first impressions
Copyright c 2001 The McGrawHill Companies, Inc. 4
Developing Trust
Trust must be addressed due to researcher’s intimate role with participants
Must be addressed in first contact Trust is personspecific
Trust is established over time
Trust can be destroyed with one event
Trust between researchers and participants is paramount
Copyright c 2001 The McGrawHill Companies, Inc. 5
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