5. Sampling in Quantitative Research
✘Sampling to generalize about a population
✘Only a census asks everyone
✘Random vs Non-Random Sampling … bias
✘Why Sample Size and Response Rate is Important
6. Sampling in Qualitative (and some Mixed) Research
✘Sampling in qualitative research never seeks to generalize to an
entire population; it wants to tell a story from that population
✘There is recognition of bias as the sample is non-random and often
small
✘The sample MUST represent some aspect of the phenomena being
studied in the research question
7. Sampling in Quantitative Research: Types
✘Simple random,
✘Systematic (using interval counting),
✘Stratified (looking at groups) which can be proportional, or
disproportional
✘Cluster (selecting groups)
8. Sampling in Qualitative/Mixed Research: Types
✘Convenience/opportunistic
✘Quota (choosing groups and numbers)
✘Purposive/criterion-based
✘Snowball
✘Comprehensive
9. Sampling in Qualitative Research: Types
✘Maximum variation
✘Homogenous sample selection
✘Extreme case sampling
✘Typical case sampling
✘Critical case sampling
✘Negative case sampling
14. The Setting
✘Experimental research vs Quasi-Experimental
Research
✘The need for empirical data
✘Sampling is key (stratified random or purposive)
✘Key words are reliability and validity (internal
and external)
✘Significance is important
✘Eliminate bias
✘Remember variables – dependent, independent
(changing) and extraneous
16. Why Test?
✘Established tests tend to have measures of reliability and validity
✘Testing before and after an intervention can show evidence of change
(and the direction of change)
✘Tests for significance can occur (ANOVA, Chi Square)
20. Survey Research
✘Types
Cross-sectional surveys (inc. Census, Youth 2000)
Longitudinal surveys (trend, cohort, panel)
✘How/What
Text/Document Surveys (primary and secondary
sources)
Questionnaires inc open/closed items, branching and
clear layout
21. Traps in Questionnaire Design
✘Ambiguity – unclear questions
✘Assumptions
Multiple responses when really only one is wanted
Memory stretching
Knowledge demands
✘Double questions
✘Leading questions
✘Presuming questions
✘Hypothetical questions
✘Overlapping categories
22. Getting it right
✘Remember most people don’t want to write or
type
✘So quick ticks and clicks work
✘Follow the KISS principle
✘Use likerts for measuring variability in
responses
✘Connect the question to the response
✘NEVER ask two questions in one!!!
✘Keep the survey to under seven minutes
✘PILOT, PILOT, PILOT
24. Observation and Interviewing
✘Observation can have an important function in quantitative designs
but tends to focus on descriptive elements – ie the mixed element
✘Interviewing needs to be structured
✘Both observation and interviewing should only be used for
triangulation of data and results
26. ✘Nominal
=/ ≠ (yes/no)
Dichotomous (Gender)/Non-dichotomous (nationality)
Mode (number of responses)
Bargraphs
✘Ordinal (order without a measure of REAL difference, only
opinion)
=/ ≠, </>
Dichotomous (truth, beauty, health)
Non-dichotomous (opinion)
Median (psychological tests do tend to break this rule) (the middle number)
Bargraphs, Pie Graphs with caution
27. ✘Interval (degrees of difference but without a clear starting
point)
=/ ≠, </>, +/-
Date, Latitude, Temperature
Arithmetic mean (average using sum – what usually happens) (the average number)
Line Graphs
✘Ratio – FYI ONLY
=/ ≠, </>, +/-, ×/÷
Age, mass, length, duration, energy etc.
Geometric mean (average using product and the nth root) (the average number)
34. Fieldnotes
✘Sit alongside other techniques
✘Detailed notes and reflections of the field
✘Three types
Descriptive
Methodological
Reflexive
✘Occur after/before – rather than during
37. Reflexive Fieldnotes
✘Journaling of own
learning/experiences/
thoughts throughout the process
✘May sit within or alongside
descriptive and methodological
notes
✘Technically seen as journaling of
experience
38. Dilemmas
✘What dilemmas and issues to research does the practice of
observation bring?
✘How can fieldnotes counter these issues and dilemmas?
✘What else can the researcher do to ensure that the story makes
sense intrinsically (on an emic level) and extrinsically (on an etic level)?
40. Why Observe?
✘To develop a theory
✘To prove/disprove a theory
✘Making use of an “opportunity” (Wolcott, 1995)
✘Provide a thick description to analyse
✘Provide an instrument of triangulation (alongside interviewing and
fieldnotes)
41. What to observe
✘Interactions
Between people
Between people and settings
Between people and yourself
✘Behaviours
Reactions
Routines
Interactions
✘The Context/Setting
✘The overt and the covert
42. How?
✘Traditional
Eyes, pen, and paper
✘Technological
Cameras/Video/ICT
✘Combination
Trad+Post
Even the post involves
a level of the traditional
43. To what degree/level
✘ Four phases of observation
1. Scoping
2. Descriptive
3. Focused
4. Selective
✘ Each involves a different
focus/depth
44. Phase One: Scoping
✘Familisation with the setting
Setting mapping
Apparent rules/structures
General impressions
Your own reactions
Any thoughts/hypotheses
✘A reflexive tool
✘Jottings and diagrams
45. Phase Two: Descriptive
✘Detailed descriptions of settings, interactions, and behaviours
✘Focuses on questions that can be addressed through observation
- the inquisitive eye
✘Uses delimiters and descriptors for current details and future
reference
46.
47. Phase Three: Focused Observation
✘Descriptive observation focusing on specific descriptive questions:
Space
Objects
Time
Behaviours
Individuals
48. Descriptive Questions
Space Object Act Activity Event Time Actor Goal Feeling
Space
Object
Act
Activity
Event
Time
Actor
Goal
Feeling From Spradley (1980)
50. Phase Four: Selective Observation
✘The focusing down of ‘focus observations’
✘Looks at filling in the gaps
✘Providing other dimensions to focused observations and the
phenomenon in question
✘Focuses on the specifics
Individual
Event
Behaviour
Context
51. Observation and Technology
✘What are the strengths of involving technology as an observation
tool?
✘What ‘new’ dilemmas arise from using technology as an observation
tool?
✘Do paper and pen still have a role to play alongside technology?
✘What is this role?
53. Research Interviewing
✘Unstructured
Conversation
Central to ethnography
✘Semi-structured
Broad open questions with prompting
Fits within most qualitative paradigms
✘Structured
Tight questions with limited or already given responses
Quantitative/positivist research
Mixed paradigm research
Technology-based methodologies (phone interviewing, ICT research)
54. Unstructured Interviewing
✘Conversations in the field
✘Ideally recorded on tape or after the research
✘Requires the researcher to be skilled:
In holding conversations
In listening
In focusing/re-focusing conversations
✘Requires time
55. Semi-Structured Interviewing
✘Guided conversations
✘Uses broad opening questions which can be redirected by interviewee
or interviewer
✘Uses verbal prompting
✘Allows for the development of conversation/research skills
✘Generally piloted beforehand
✘Recorded on tape and on paper
56. Structured Interviewing
✘Focused conversations
✘Uses tight questions which require set responses (sometimes given)
✘Reflects survey research
✘Allows for collection of theme-driven data
✘Requires piloting with similar sample
✘Recorded on Paper
57. What leads to a good interview
✘Rapport
Before the interview
The first question/opening comments
✘Reciprocity
You shouldn’t be the only one gaining from the interview
✘Acceptance of the unexpected
Unanswered questions
✘Self-Confidence
Practice and faith in oneself
58. Ann Oakley (1981): The Central Dilemma
✘Who holds power in the interview process?
✘Who gains from research?
✘What is false about ‘rapport’
in qualitative research
interviewing?
✘When does the
relationship finish?
59. Interviewing a Group: Focus Group Interviews
✘Works at providing further information and context to a researched
phenomenon
✘Tends to not stand as a single methodological approach but sits
alongside other data-gathering strategies
✘A form of triangulation
✘Requires a particular type of questioning and facilitation skills
62. Focus Groups: Fitting them in
✘Sitting within a multi-method approach
Providing more depth
Enabling future discussion
✘Typical research designs include
Evaluation research
Mixed design research
Case study research
64. Asking the Questions
✘Questions
Importance of ice-breaking
Open questions that create a communicative atmosphere
Rapport building
Semi-structured and provocative
✘The role of the researcher
Facilitator and guide
Guides discussion by using directive questioning and prompting
65. Guiding the Discussion
✘Group discussion has particular dilemmas
Dominant speakers
Silent groups
✘Effectively using prompts
✘The little things
Names
Relationships
66.
67. Text Analysis
✘Used across the paradigms differently
To gather analysable statistics
positivist
To provide a historical analysis
Feminist and ethnic research
To provide a history of the present – a deconstruction of knowledge
Cultural studies
68. Peach-skinned Bailey Junior Kurariki killed at 12, Kararaina Makere Te
Rauna at 14.
Their faces are too young to be giveaways for the violence that festered and
flared and struck out.
They look disturbingly like the kids next door, like kids who skateboard
and learn their maths and play on computers.
Are our children worse than they used to be? Is this the onset of a wave of
hideous child crime, payback for some creeping national deficiency? Who
will be the next person going happily about their business to be belted over
the head and murdered for nothing? Kurariki and Te Rauna were not alone.
Other kids were there at the kill.
Are we becoming a society rotten at birth where doors need to be locked
not just against ingrained criminals but children of trick-or-treat age?
(Dekker, 2002, p.F1)
72. Credits
Special thanks to all the people who made and released
these awesome resources for free:
✘ Presentation template by SlidesCarnival
✘ Photographs by Unsplash