qualitative research design

Building Rapport & Engagement in the Focus Group Method

The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. 150-152).

The ability to quickly build rapport with focus group participants and then maintain it throughout the discussion session is a necessary skill of all Rapport building in focus groupsmoderators. Regardless of mode (in-person, telephone, or online), focus group moderators must learn how to effectively engage participants to generate accurate and complete information. Rapport building for the moderator begins even before the start of a group discussion, when he/she welcomes the participants as they arrive at the facility (for an in-person discussion), on the teleconference line (for a telephone focus group), or in the virtual focus group room (for an online discussion), and it continues beyond the introductory remarks during which the moderator acknowledges aspects of the discussion environment that may not be readily apparent (e.g., the presence of observers, the microphone or other device being used to audio record the discussion), states a few ground rules for the session, and allows participants to ask any questions or make comments before the start of the discussion. In the in-person mode, the moderator’s rapport building goes beyond what he/she says to participants to make them feel at ease to also include the physical environment. For example, business executives might feel comfortable and willing to talk sitting around a standard conference table; however, in order to build rapport and stimulate engagement among a group of teenagers, the moderator needs to select a site where teens will feel that they can relax and freely discuss the issues. This might be a standard focus group facility with a living or recreation room setup (i.e., a room with couches, bean bags, and rugs on the floor for sitting) or an unconventional location such as someone’s home or the city park.

Another aspect of the physical environment in in-person discussions that impacts rapport and consequently the quality of the data gathered is the seating arrangement. For instance, Krueger and Casey (2009) recommend that the moderator position a shy participant Read Full Text

A Quality Approach to Qualitative Content Analysis

The following includes excerpts from Section 1 and Section 4 in “A Quality Approach to Qualitative Content Analysis: Similarities and Differences Compared to Other Qualitative Methods” Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 20(3), Art. 31. The Table of Contents for the entire FQS special issue on qualitative content analysis can be found here.

1. Introduction

Scholarly discourse about what it means to collect and analyze qualitative data is a dynamic discussionQualitative Content Analysis in the qualitative community. At the center of this discourse is the shared understanding that qualitative research involves the examination of nuanced connections, along with the social and contextual dimensions, that give meaning to qualitative data. Qualitative researchers strive to discover these nuanced connections and contextual dimensions with all methods, and most assuredly with qualitative content analysis (QCA) (ELO & KYNGÄS, 2008; GRANEHEIM & LUNDMAN, 2004; HSIEH & SHANNON, 2005; LATTER, YERRELL, RYCROFT-MALONE & SHAW, 2000; SCHREIER, 2012; TOWNSEND, AMARSI, BACKMAN, COX & LI, 2011). Yet, in every instance, qualitative researchers are presented with the challenge of conceptualizing and implementing research designs that result in rich contextual data, while also incorporating principles of quality research to maximize the discovery of valid interpretations that lead to the ultimate usefulness (i.e., the “so what?”) of their  research.

In this article I discuss what makes QCA similar to and different from other qualitative research methods from the standpoint of a quality approach. In order to establish the basis from which quality concerns can be discussed, I begin with defining the QCA method (Section 2) and, in so doing, identifying the fundamental similarities and differences between QCA and other methods (Section 3) from the perspective of the ten unique attributes of qualitative research (ROLLER & LAVRAKAS, 2015). With this as a foundation, I continue with a brief contextual discussion of a quality approach to qualitative research and the QCA method (Section 4), followed by an introduction to one such approach, i.e., the total quality framework (TQF) (ibid.), in which I give researchers a way to think about quality design throughout each phase of the qualitative research process (Section 5). With these preparatory sections—defining and contrasting the QCA method with other qualitative methods, discussing quality approaches, and a brief description of the TQF approach—I lay the necessary groundwork for a meaningful discussion Read Full Text

Cognitive Interviewing: A Few Best Practices

Cognitive interviewing is a method used by survey researchers to investigate the integrity of their questionnaire designs prior to launching the field portion of the study. In the edited volume Cognitive Interviewing Methodology, Kristen Miller (2014) describes cognitive interviewing as “a qualitative method that examines the question-response process, specifically the processes and considerations used by respondents as they form answers to survey q4 attributes of the CI methoduestions,” further explaining that “through the interviewing process, various types of question-response problems that would not normally be identified in a traditional survey interview, such as interpretive errors and recall accuracy, are uncovered” (p. 2). In this way, survey researchers identify the users’ (i.e., survey respondents’) possible meaning and interpretation of survey questions – having to do with question structure or format and terminology – that may or may not deviate from the researcher’s intent. Importantly, the objective of the cognitive interview is not to simply determine whether a questionnaire item “makes sense” to an individual  but to go beyond that to explore the individual’s lived experience (personal context, attitudes, perceptions, behavior) in relationship to their interpretation and/or ability to answer a particular question.

Although not typically included under the “qualitative research” umbrella (with in-depth interviewing, focus group discussions, and observation), four of the 10 unique attributes associated with qualitative research are notably relevant to the cognitive interviewing method. They are the: importance of meaning, flexibility of design, participant-researcher relationship, and researcher skill set. These distinctive qualities of the cognitive interviewing method, and qualitative methods generally, define why researchers opt for Read Full Text