Total Quality Framework

Gathering Quality Ethnographic Data: 3 Key Considerations

The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. 204-206).

Data Gathering is one of two broad areas of the Total Quality Framework Credibility component that affects all qualitative research, incEthnography peacockluding ethnographic research. There are three primary aspects concerning the gathering of data in ethnography that require serious consideration by the researcher in the development of the study design. To optimize the measurement of ethnographic data, and hence the quality of the outcomes, researchers need to pay attention to:

  • How well the observers have identified and recorded all the information (e.g., verbal and nonverbal behavior, attitudes, context, sensory cues) pertinent to the research objectives and constructs of interest. A well-developed observation guide and observation grid can assist greatly in this effort. Not unlike the development of an in-depth interview or discussion guide, the ethnographer seeks to identify those observable events—including the specific individuals (or types of individuals), the verbal and nonverbal behaviors, attitudes, sensory and other environmental cues—that will further the researcher’s understanding of the issues. During the design development phase, the researcher might isolate the observations of interest by:
    • Looking at earlier ethnographic research on the subject matter and/or with similar study populations.
    • Interviewing the clients or those who have requested the research to learn everything they know about the topic and   their past work in the area.
    • Consulting the literature or other experts concerning the behaviors and other occurrences associated with particular constructs.
    • “Shagging around” (LeCompte & Goetz, 1982) the observation site(s) to casually assess the environment and begin to learn about the participants.

 

  • Observer effects, specifically—
    • Observer bias, that is, behavioral and other characteristics (e.g., personal attitudes, values, traits) of the observer that may alter the observed event or bias their observations. For example, an observer as a complete participant would bias the observational data if there was an attempt to “educate” participants on a subject matter for which the observer had personal expertise or knowledge.
    • Observer inconsistency, that is, an inconsistent manner in which the observer conducts the observations that creates unwarranted and unrepresentative variation in the data. For example, an on-site nonparticipant observer conducting in-home observations of the use of media and technology would be introducing inaccuracies in the data by observing and recording the use of television and gaming in some households but not in others where television and gaming activities took place.

 

  • Participant effects, specifically, the extent to which observed participants alter a naturally occurring event, leading to biased outcomes. This is often called the Hawthorne effect, whereby the people being observed, either consciously or unconsciously, change what is being measured in the observation because they are aware of the observer. For example, an ethnographer conducting an overt, on-site passive observation of teaching practices in a school district would come away with misleading data if one or more school teachers deviated from their usual teaching styles during the observations in order to more closely conform with district policies.

 

LeCompte, M. D., & Goetz, J. P. (1982). Ethnographic data collection in evaluation research. Educational Evaluation and Policy Analysis, 4(3), 387–400.

Roller, M. R., & Lavrakas, P. J. (2015). Applied qualitative research design: A total quality framework approach. New York: Guilford Press.

Qualitative Research: A Call for Collective Action

Among thCollective action in qualitative researche many keynote speakers, presentations, and posters at the American Psychological Association 2020 Virtual Convention (which is available online until August 1, 2021), the program includes a symposium on “Questioning Qualitative Methods – Rethinking Accepted Practices.” This session includes three presentations: “Do We Have Consensus About Consensus? Reconceptualizing Consensus as Epistemic Privilege” (by Heidi Levitt), “Is Member-Checking the Gold Standard of Quality Within Qualitative Research?” (by Sue Motulsky), and “Is Replication Important for Qualitative Researchers?” (by Rivka Tuval-Mashiach).

Ruthellen Josselson serves as discussant for this session. In her remarks, Dr. Josselson uses the symposium theme of “rethinking accepted practices” to discuss the second-tier status or “marginalization” of qualitative research, particularly in the field of psychology, and suggests a way to think differently about working in qualitative research. Josselson begins by acknowledging the core realities of qualitative research. Drawing on the panelists’ presentations – and not unlike an earlier article in Research Design Review on the “10 Distinctive Qualities of Qualitative Research” – she highlights unique aspects of qualitative research such as the multiple, contextual nature of “truth,” the absence of isolated variables to measure, and the impossibility of exact replication. These realities, however, do not or should not condemn qualitative research to the periphery of the research methods arena.

To drive qualitative research away from the periphery and its marginalized status, Josselson offers an approach centered on “collectivism” or the idea of a concerted effort among qualitative researchers to investigate phenomena together with the objective of making meaningful contributions toward addressing the research issue. In this spirit, qualitative researchers set out Read Full Text

Qualitative Research: Transparency & Reporting

Qualitative Research: Transparency & Reporting“Qualitative Research: Transparency & Reporting” is a new compilation of 12 articles appearing in Research Design Review from 2010 to 2019. These short articles touch on various ways qualitative researchers can be (and have been) transparent in their documentation and open to sharing data, and how qualitative researchers can be (and have been) embracing transparency to develop “meaningful” reports while encouraging constructive scrutiny of research design.

“Qualitative Research: Transparency & Reporting” is available for download here.

Three other compilations are also available for download:

“Qualitative Data Analysis: 16 Articles on Process & Method” is available for download here.

“The Focus Group Method: 18 Articles on Design & Moderating is available for download here.

“The In-depth Interview Method: 12 Articles on Design & Implementation” is available for download here.