لكم يقدمون الدكتوراة طلبة من مجموعة

بعنوان ندوةوتطبيقاته النوعي البحث في متميزة تجارب

النادي رعاية تحت

فيصل – – – الفاخري يزيد القحطاني عبدالرحمن الثويني سليمانعجينه – أحمد السويدي

2014سبتمبر 15

: عجينه سهيل بن أحمد الندوة مدير

Introduction to Qualitative Research-

Sulaiman Althowaini

What is qualitative research?

Why researchers need qualitative research?

What are the characteristics of qualitative research?

What are qualitative research methods?

Qualitative Research Introduction

Research design involves specifying your philosophical assumptions, your research method, which data collection techniques you will use, your approach to qualitative data analysis, your approach to writing up, and, if applicable, how you plan to publish your findings

The first step is deciding upon a TOPIC

4

Research design

Qualitative Researchers study “phenomena” (people and their thoughts) in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them

• Instead of asking how many times consumer use mobile banking, you ask ‘‘WHY...?’’

Texts are means of analysis

Qualitative Research Rationale

Qualitative research is a type of scientific research that:

• seeks answers to value creation and delivery in mobile banking services

explore customers’ value perceptions of offered service

• collects evidence from service suppliers and consumers

7

Qualitative Research in Banking Services

To gain more in-depth information that may be difficult to convey quantitatively

To better understand value creation in mobile banking services from banks’ perspectives

To gain new perspectives on value perceptions from

customers’ perspectives which knowledge is incomplete or need more examination

8

Qualitative Research Objectives

qualitative research quantitative researchInterpretivist PositivistsResearch process is inductive. Research process is deductive.

Exploratory nature Casual and relationship measurement Thematic analysis Statistical analysis

Subjective analysis Objective analysis Understanding and description Hypothesis testing Texts NumbersGeneralization to context Generalization to theoryUses a relatively small sample Uses a relatively large sample

Characteristics of qualitative research

Lincoln & Guba, 1985

Qual. Methods

Interviews

Ethnographic Studies

Case study

Grounded theory

Focus groups

Common qualitative Methods

Inductive thinking (Qualitative)

OBSERVATION

PATTERNS

HYPOTHESIS

THEORY

Elements of the Research Process

Deductive thinking (Quantitative)

THEORY

HYPOTHESIS

OBSERVATION

CONFIRMATION

Elements of the Research Process (Cont.)

Inductive thinking (Qualitative) Interviewee X: ‘‘The use of mobile banking is easy and

convenient. I can access it from anywhere and at anytime’’.

Inductive Example

Mobile banking adoption Ease of use

Deductive thinking (Quantitative) Hypothesis 1: There is a relationship between easy of use and mobile

banking adoption.

Deductive Example

Ease of use Mobile banking

adoption

+ / -

Managing the Data Collection Process

Abdulrahman Alqahtani

The Interview

Interviewer Interviewee

Interview

Interview Seven Stages

1 •Theming

2 •Designing

3 •Interviewing

4 •Transcribing

5 •Analysing

6 •Verifying

7 •Reporting

Interview Seven Stages

1. Theming

◦ What is the theme of the interview?

Interview Seven Stages

1. Theming

◦ What is the theme of the interview?

◦ It’s your Research Questions

Interview Seven Stages

2. Designing

◦ How will the intended knowledge be obtained?

Interview Seven Stages

2. Designing

◦ How will the intended knowledge be obtained?

◦ Design your Interview Questions

Interview Questions

Introductory Questions◦ Warm up questions

Followup Questions◦ Listen for “Red Lights”

Probing Questions◦ Unlimited scope

question Specifying

Questions◦ Exact information

Direct Questions Introducing a new topic

Indirect Questions Projective questions

Structuring Questions

Transitioning to new topics

Interpreting Question

Clarifying questions Silences

Interview Seven Stages

3. Interviewing

◦ Conduct the interviews carefully

Interviews Establish a rapport Treat interviewees with respect Think about your appearance Think about body language Maintain firm eye contact Don’t invade their space

Interviews

How are you going to record?◦ Tape recorder ◦ Pen and paper – must be verbatim◦ Video recorder

But whichever you use, you must do a verbatim recording of the interview, both questions and answers.

Interview Seven Stages

4. Transcribing

◦ Converting interview into written text

Interview Seven Stages

4. Transcribing

◦ Converting interview into written text

◦ Must include everything said. Can be in appendix of thesis or on a CD.

Interview Seven Stages

5. Analysing

◦ Based on the appropriate type of investigation

◦ (Yazeed Alfakhri & Faisal Alswaidi)

Interview Seven Stages

6. Verifying

◦ Checking that validity, reliability of the findings.

◦ (Ahmed Ajina)

Interview Seven Stages

7. Reporting

◦ Communicate findings in a scientific and ethical manner.

Interview Seven Stages

7. Reporting

◦ Communicate findings in a scientific and ethical manner.

◦ In the thesis/ dissertation document

Analysing Qualitative Interviews

Yazeed Alfakhri

The process of analysing the data

1. Preparing the data

2. Developing codes, themes & categories

3. Drawing conclusion

1 Preparing the data

Transcribing Organising the data (Recorder, Notes, Documents...etc) Translating Read Read Read

2 Developing codes, themes & categories

Code◦ “Tags or labels for allocating units of meaning to the

descriptive or inferential information compiled during a study” (Basit, 2003, p. 144).

Coding ExampleQ: Can you tell me more about XX?A: (This company donate and support charity just to

show people that it is a good company in order to increase its reputation and not to help the society).

Fake Donation

2 Developing codes, themes and categories Cont.

Theme

Category

Example

Example (Finding Chapter Headings)

FINDING CHAPTER:

1 Social Responsibilities1.1 Economy1.1.1 Job creation1.1.2 Developing country economy1.1.3 Support local production1.2 Legal1.2.1 Follow rules1.2.2 Inform customers1.3 Ethical1.3.1 Not to increase price1.3.2 Cheap labour1.3.3 High working hours

3 Drawing conclusion Discussion It aims to identify the relations between categories &

answer the research questions

Example (Discussion Chapter Headings)

DICUSSION CHAPTER:1. Research Question 1?

Answer: 1.1..............................1.1.2.......................

2. Research Question 2? Answer: 2.1..............................

2.1.1.......................Etc...........

Summary

Insights on Focus Groups

Faisal Alsuaidi

What is Focus Group

Why I have chosen FG?

How did I implement it?

Cons & Pros for FG

Analysing FG

Data Quality

Ahmed Ajina

To put all pieces together.

We do not want our house to collapse

Data Quality

Positivism Terms

The need is still existed to maximize the truth

VERY IMPORTANT: Subjectivism ≠ Bias

Reliability and Validity

Repeatability is rejected in qualitative research. i.e. two researchers doing the same research reporting similar findings.

Assessing the procedures to make sure they are systematic and accurate.

Examples

Dependability = Reliability

Objectivity is rejected in qualitative research i.e. the study is independent form the researcher values.

Qualitative is subjective and the research + context providing meaningful interpretation to the data

Efforts devoted to ensure that the results show the participants’ view not the researcher’s view.

Example

Confirmability = Objectivity

Validity: the questions measure what we intend to measure. Not fully rejected. In fact these qualitative assess the data differently.

Not concerns about the truthiness, but the authenticity.

honesty, fairness, and accuracy of the research in reporting the partcipants’ views

Example

Trustworthiness = Validity

Internal Validity: to what extend we are sure that the outputs are results of the inputs. Not fully rejected

Results are congruent with reality

Examples: prolonged engagement, triangulation, peer debriefing

Credibility = Internal Validity

The External Validity refers to the ability of data to be generalized.

The decision to judge the ability of the data to be generalized is up to the reader.

Claim locality, explain the setting

Example, Saudi vs. Qatari challenges to learn English

Transferability = External Validity

Thank you….

Question Time….