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A	
  Presenta*on	
  from	
  The	
  NewMR	
  “Pu6ng	
  the	
  
‘Qual’	
  in	
  Qualita*ve”	
  Event	
  
28	
  March	
  2012...
©2012 Susan Bell Research
Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au
Speaker: Susan Bell, Susan Bell Re...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
Speaker: Susan Bell, Susan Bell Research, Australia
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session ...
©2012 Susan Bell Research
Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au
Speaker: Susan Bell, Susan Bell Re...
A	
  Presenta*on	
  from	
  The	
  NewMR	
  “Pu6ng	
  the	
  
‘Qual’	
  in	
  Qualita*ve”	
  Event	
  
28	
  March	
  2012...
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Susan bell qual - 2012

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How to use discourse analysis in qualitative research

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Susan bell qual - 2012

  1. 1. A  Presenta*on  from  The  NewMR  “Pu6ng  the   ‘Qual’  in  Qualita*ve”  Event   28  March  2012   How  to  use  discourse  analysis  in  qualita2ve   research     Susan  Bell,  Susan  Bell  Research   Event  sponsored  by  EthOS   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Ethos  visit  www.ethosapp.com   For  more  informa>on  about  NewMR  events  visit  newmr.org  
  2. 2. ©2012 Susan Bell Research Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 March 2012 How to use discourse analysis in qualitative research
  3. 3. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 What is discourse analysis (DA)? The study of how people use language in social interaction.
  4. 4. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 What aspect of DA are we going to talk about today? When our clients have websites or products which ‘talk’ to consumers.
  5. 5. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Case study
  6. 6. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Brief Charity client’s level of donations has been falling and membership has stagnated. Client wants to commission qualitative research with consumers to find out why. Imaginary brief: Australian charities Proposal Stage 1: Discourse Analysis of key competitive charities Stage 2: Qualitative research with consumers
  7. 7. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Discourse Analysis Research objective To reveal the discursive and rhetorical strategies used by charities. In other words... how do charities ‘talk to’ consumers, and how do they try to engage consumers? DA is also one of the techniques we use to help ‘keep it real’, overcoming some of the problems inherent in the focus group method.. Objective
  8. 8. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Discourse Analysis Sampling method Sampling frame ‘Australian charities’ http://www.auscharity.org Sampling criteria •  Mix of local and international charities •  Mix of health, environment, welfare and animal Charities chosen
  9. 9. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Discourse Analysis Resources used Three pages: – Home – About Us – DonationsWebsites
  10. 10. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Discourse Analysis The basic process … 4321   Read Identify the different ways that the websites express themselves Group together websites which express themselves in similar ways Explore the patterns
  11. 11. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 •  Who is the subject? •  What is the main focus? •  What tense is used? •  What ‘extreme’ words are used? What kind of modifiers? •  What type of verbs (e.g. dynamic or stative) •  Which pronouns? •  How long are the sentences? •  How long are the words? •  Language style? •  Any use of metaphors? •  Imagery Discourse Analysis Variables to assess ?
  12. 12. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Findings
  13. 13. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Case study results 4 types of discourse Crusader HeroVictim Helper
  14. 14. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 No one would deny that children are Australia's most vulnerable and precious resource, yet right now more than 605,000 are living in disadvantage* and are unable to access the same educational, health or life opportunities that many of us enjoy and often take for granted. When children are left out, they get left behind and without support, the disadvantage they experience today is likely to continue into adulthood - and on to the next generation. ….. . caring and generous Australians…. Victim The Smith Family: About Us
  15. 15. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Victim The Smith Family The Subject The disadvantaged children who ‘miss out’ Main focus The children and ‘us’ Extreme words ‘No one would deny’ that children are precious. Stative verbs ‘We believe’ Which pronouns? We How long are the sentences? Typically over 30 words How long are the words? 3 syllable words are common e.g. ‘holistic’ Language style? Lecturing
  16. 16. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Crusader Oxfam: About Us How we work We’ve been fighting poverty and injustice for more than 50 years. But what exactly does this mean? Contributing to long-term development Poor people can take control, solve their own problems, and rely on themselves – with the right support. We fund long-term projects around the world and work in a range of areas, from water and sanitation to education and health, to bring about positive change in people’s lives. Campaigning for change Poverty isn’t just about lack of resources. In a wealthy world it’s about bad decisions made by powerful people.
  17. 17. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Relief in times of crisis, care when it's needed most and commitment when others turn away. Red Cross is there for people in need, no matter who you are, no matter where you live. We help tens of millions of people around the world each year and care for local communities in Australia and Asia Pacific. With millions of volunteers worldwide and thousands of members, volunteers and supporters across Australia we can reach people and places like nobody else. Hero Australian Red Cross: About Us
  18. 18. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Helper The Heart Foundation: About Us The Heart Foundation saves lives and improves health through funding world-class cardiovascular research, guidelines for health professionals, informing the public and assisting people with cardiovascular disease. While our work over the past five decades has helped reduce the number of deaths, cardiovascular disease (heart, stroke and blood vessel disease) remains one of Australia’s most devastating health problems.
  19. 19. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 What have we learnt?
  20. 20. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 We have learnt that … 1.  To understand more about a market, or category, we should study the marketing resources that consumers are exposed to. This is because consumers themselves do not have the ability to consciously recognise or recall the messages that they receive. 2.  We use sampling methods to identify which of these resources to study, just as we do to understand people. 3.  Discourse analysis gives us the concepts and techniques to understand how different resources communicate.
  21. 21. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 We have learnt that … 4.  This case study used DA for written text, but the same principles apply to using it for face to face, phone or online conversations and interviews. 5.  DA has a significant tole to play in qual. We can use it –  before qual, to help design concept boards and to shape the discussion guide. –  before quant, to help design the questionnaire. or –  after qual to gain deeper insights into the sub-text of what people have said, and to understand other forms of client/ consumer interaction.
  22. 22. Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 Q & A Sue York NewMR Susan Bell Susan Bell Research
  23. 23. ©2012 Susan Bell Research Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au Speaker: Susan Bell, Susan Bell Research, Australia NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1 www.sbresearch.com.au www.facebook.com/SusanBellResearch Twitter: #suebellresearch
  24. 24. A  Presenta*on  from  The  NewMR  “Pu6ng  the   ‘Qual’  in  Qualita*ve”  Event   28  March  2012   How  to  use  discourse  analysis  in  qualita2ve   research     Susan  Bell,  Susan  Bell  Research   Event  sponsored  by  EthOS   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Ethos  visit  www.ethosapp.com   For  more  informa>on  about  NewMR  events  visit  newmr.org  

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