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QIG: March 2010

Today’s QIG topic continued the theme of “rapid qualitative research” from last month: how can you perform “good” qualitative research quickly, instead of immersing yourself in your data for months (or years) as themes and theories emerge from the mass of data.

There were some interesting stories shared, from people with experience working on project timelines unheard of in a typical academic setting: market research consultancies with two-week turnarounds; international aid assessments that generate reports a month after hitting the ground in a new country. This is a quick braindump of things I found interesting during the meeting:

‘Quick’ projects aren’t always as quick as they look. Consultancies that take two weeks to go from project brief to final report don’t always start cold: the brief will usually be written by someone who knows exactly what they are looking for (and how to find it), and the researchers may well be spending years working in that space. These reports can generate some fascinating insights into behaviours and motivations, but those insights may be shaped by a career of research in related areas.

If you want quick data analysis, you need to design your research to accommodate this. Work out what types of data you need to answer the research questions. Are they opinions? Behaviours? Reactions? The more you can structure your research during the experiment design phase, the less time is needed to untangle it during the analysis phase.

Analyse during data collection. While conducting an interview, be aware of the major themes that you want to address – it helps you know when to ask more detailed questions, and you can link together important themes. It also makes it much easier to find related items in a transcript. “Tell me about X” might be a great way of generating a heap of data. “Tell me about how X was affected by A, B and C” may be much more effective at answering your research questions.

Some types of research are going to be slower than others. If you’re testing a hypothesis: great! Previous work should let you know what to look for, and what to ask about. It’ll either pass or fail. If you want to develop grounded theory, you’ll need time.

Quick work is rarely done alone. Academic qualitative studies are usually done solo. The relationship between these is no coincidence… Generally, quick research involves data analysis by a group of researchers, often immediately before and after gathering data in the field. Doing the whole lot solo is unlikely to let you work through things quickly.

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