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3.1 Qual Intro

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3.1 Qual Intro

  1. 1. Museum Research Methods MUSM7034 Semester 1 2009 Session 3.1 Qualitative methods www.arts.usyd.edu.au/departs/museum http://musm7034.ning.com/
  2. 2. <ul><li>Qualitative methods </li></ul><ul><li>When to use qualitative methods </li></ul><ul><li>Project outline </li></ul><ul><li>Interview skills </li></ul><ul><li>Summarise and report data </li></ul><ul><li>Focus Reading </li></ul><ul><li>Audience segmentation </li></ul>Week 3
  3. 3. <ul><li>What is qualitative research? </li></ul><ul><li>Methods and issues </li></ul><ul><li>Resources and references </li></ul>1. Introduction
  4. 4. <ul><li>Exploratory – map the territory, deeper understanding / creative </li></ul><ul><li>Explanatory – motives, explanations </li></ul><ul><li>The subject’s point of view / get inside their head </li></ul><ul><li>Generally small scale – indepth with a few people, details </li></ul><ul><li>Can be quite quick to do </li></ul><ul><li>Who needs your research? </li></ul>2. Purpose and character
  5. 5. 3. Methods <ul><li>Focus groups </li></ul><ul><li>Indepth interviews – individual, pairs, pairs/dyads </li></ul><ul><li>Executive interviews </li></ul><ul><li>Consultation </li></ul><ul><li>Case Study </li></ul><ul><li>Ethnography </li></ul><ul><li>Cognitive test or pilot </li></ul><ul><li>Online discussion </li></ul><ul><li>Qualitative data is very varied. It includes virtually any information that can be captured that is not numerical in nature. </li></ul>
  6. 6. 4. Validity <ul><li>Internal validity, if the findings make sense to particpants </li></ul><ul><li>External validity, if the sample is representative of some section of the audiences </li></ul><ul><li>Objective, if the findings can be confirmed by other researchers (not an idiosyncratic interpretation) </li></ul>
  7. 7. <ul><li>Incentive payments has distorted respondent pool </li></ul><ul><ul><li>Professional participants </li></ul></ul><ul><ul><li>Liars </li></ul></ul><ul><li>One way mirror – artificial and formal </li></ul><ul><li>Museums/galleries can do it onsite where museum staff can be participant observers </li></ul>5. Current practices
  8. 8. 5. Interview approaches <ul><li>Semi-structured </li></ul><ul><li>Unstructured </li></ul><ul><ul><li>Hugh Mackay </li></ul></ul><ul><li>Reflective listening </li></ul><ul><li>Sorting </li></ul><ul><li>Drawing </li></ul><ul><li>Narrative </li></ul><ul><li>Projection </li></ul><ul><li>Word association </li></ul>
  9. 9. <ul><li>Set out the rules </li></ul><ul><li>Group dominance </li></ul>6. Group dynamics
  10. 10. <ul><li>‘ Qualitative Research Methods’ at Shippensburg University http://webspace.ship.edu/cgboer/qualmeth.html </li></ul>Resources

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