Friday, 13 May 2011

"I worry that the drive for 'clean' identification as a methodological obsession is driving some junior researchers . . . to a pursuit of the cute instrument. This is leading them down the intellectual cul de sac of precise answers to trivial questions"

My research project and I are spending some quality time together this weekend, which has started with a coffee date at Café Essen in Civic (Canberra). I think we are progressing nicely in our relationship, with conversation flowing a lot more freely now that we have become well acquainted with one another.

We spent the first half of our coffee looking around and observing the passerby, eavesdropping on conversations about poetry and listening to the playful banter between the wait staff. However, as I opened my laptop lid my research project turned to me and posed the question that any male dreads- “where is this going?”

Well, needless to say I was shocked. But I had done all the ground work leading up to this point so wasn’t worried, and was able to answer with confidence. We spoke about everything we had done together in the past – the literature review and research design -, but now it was time to take things to the next level and conduct the data analysis. Whilst I had a fair idea about what was going to happen and my vision for conducting the focus groups, I thought it was best to talk things through. And we did.

The focus groups are being held early next week, and I have made all necessary arrangements such as purchasing snacks and booking rooms. Whilst I know it sounds rather anal, I have gone and had a look at the rooms already to ensure that I was familiar with them and so that I can lay out the rooms to make sure they are conducive to the study- A recommendation I picked up from Kitzinger (1994) in “The Methodology of Focus Groups: The importance of interaction between research participants”.

Also, in preparation for the focus groups I have prepared an information sheet and consent form, which participants will be asked to sign before being able to take part in the focus groups. Additionally, I have prepared a discussion framework to guide the conversation towards research objectives without any bias. This is entirely flexible and will be adapted to the respective focus group depending on the direction things seem to take.

But I wanted to make sure that I was well equipped before going into battle- not only to ensure that the integrity of the study is maintained, but so that I am confident in my ability to extract the information necessary to address the research question. A book that I found useful in doing so was ‘Focus Groups as Qualitative Research’ (Morgan, 1996). This helped me in earlier stages of my project in designing my focus groups around any limitations, and I drew on it once again so that I would be ready for battle. One thing in particular that stood out was ensuring that I make the environment rather informal and more sociable, given that the social context is relevant to the content of discussion. Further, students are more receptive to a casual environment and are likely to be comfortable and subsequently give better responses.

One of my classmates (Caitlin Taylor) had also found a credible source (Hague & Morgan, 2004) that provides tips to researchers on how one should go about conducting research interviews, which can be found on her blog- http://researchrulesandreflections.blogspot.com/. She identifies eight key points, which I think are important and warrant re-publication:

1. Questions should not be worded in such a way as to lead the respondent into the answer.
2. Questions should not only be short, they should be simple - questions that include multiple ideas or two questions in one are likely to confuse the interviewee.
3. Make the questions specific and avoid using words such as 'usually' 'frequently' or 'typically' as these have no specific meaning.
4. Avoid Jargon
5. Steer clear of sophisticated and uncommon words
6. Avoid questions with a negative in them
7. do not use words that could be misheard
8. Do not ask questions that are outside the frame of reference of the respondent

So after discussing all of the above, my research project was content with the relationships and was more at ease from thereon in. Which subsequently concludes the synopsis from today’s date. Who knows what the rest of the weekend will hold; things appear to be intensifying between us, and I definitely get the feeling that it is mutual, so prospects are quite exciting.

5 comments:

  1. Hi Ben,



    Thank you for your interest in my research. :) I feel very happy that you like it. For methodology part, I will write the detailed method in thses weekends. Specifically, I wanna conduct three telephone interviews with Chinese top managers who experienced knowledge transfer process after overseas acquisition. So 3 different cases (or firms) will be chosen for this research, 2 are successful and 1 is failure to make transfer. Do you think this arrangement is appropriate or not?:)

    Another thing, for conducting interview, if the research topic is somewhat theorecital issue (such as "knowledge-transfer"), do you have any suggestion to make questions simple to interviewees??:)

    Cheers,
    Yi

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  2. Hi Yi,

    Sounds exciting, I'm looking forward to seeing the results. In terms of your methodology I think it will work, but how will you decide on the managers you will choose for interviewing? I think this is very important- For instance, will you get three managers who are very alike (similar companies, positions, experience etc.) or get some variation to do some comparative analyses? I think this could yield some interesting results, even if you interviewed someone from Australia and looked at cross-cultural differences? But then again this might not be in line with your research question, i'm not sure :)

    And that's a tricky one! The best bet when dealing with non-academics is to make sure you are very clear in what you are asking them. Therefore, don't use acronyms or make assumptions about their knowledge/experience. The best bet is to keep conversation flowing and have some pre-thought questions to make sure that what you ask in the interviews is not too theoretical and balanced whilst achieving research objectives. Also, take a look at this blog above and have a read of the references i've put in there- They have all been very helpful for me!

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  3. Hi Ben,

    I'm really interested in your writing about focus group since I will be doing the same thing. And I'm quite worry about it because from the session about analyzing data I believe Kerry said that this method is more difficult that just an interview. Could you give me suggestion about how to prepare for this thing? And can I have more information about the Kitzinger (1994) and Morgan (1996)?

    Thanks..

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  4. Hi Melinda,

    I have just conducted my first focus group so thought it would be more relevant to wait until now so that I can give you more of a practical perspective from my experience! It went really well and there isn’t too much to worry about- As long as you are prepared and go into it with confidence you will be fine. I made sure that I began the focus group with an information sheet that explains the nature of the study (and addresses any ethical issues), as well as getting them to sign a consent form. I also had a structure to follow- this included an indicative list of questions to drive conversation and ensure my research objectives were met. However, I these remained flexible and I only referred to them when conversation went off track, and towards the end when making sure I had covered anything. This way conversation was kept more informal and the flow of conversation was constant, with participants feeling comfortable and subsequently contributing more.

    In terms of Kerry’s implication of focus groups being harder, it is because there are more variables at play. For instance, with an interview you are simply focussing on one person and as such can be perceptive of their non-verbal communication and engagement with the topic. However, with more people this becomes increasingly difficult. In particular, there can be people who are reserved from speaking for fear of peer judgement or some individuals dominate conversation and make others uncomfortable; plus, you are trying to control a group of people to keep conversation civilised and have one person speak at a time which can be a challenge in any case!

    Therefore, you really need to understand the reasoning behind your methodology and justify it. In my case study of bottled water consumption practices, I chose focus groups as it is representative of the consumption environment (which is one that is social and influenced by their peers). I found that focus group participants were bouncing ideas off each other, and when one person was able to argue a point strongly enough, they would influence the other and change their opinion, which you otherwise wouldn’t get from an interview but is nonetheless important with consumption practices.

    The references of the two you mentioned are below- Hopefully you found them as useful as I did:

    Kitzinger, J. (1994). The Methodology of Focus Groups: The importance of interaction between research participants. Sociology of Health and Illness, 16, 1, pp 103 – 121.

    Hague, N., Hague, P. & Morgan, C.A. (2004). Market Research in Practice: A guide to the basics. London: Kogan Page.

    - Ben

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  5. Hi Ben,

    Thank you for spending your time to reply me comprehensively..
    This is really helpful since I'm a bit nervous with the focus group.
    I'll make sure to do your advice since I know that preparation is the best way to overcome the uncertainties..

    All the best with your study, Ben!
    Keep pursuing it.. because I know that you'll be a very competent researcher!

    God bless..

    Cheers,
    Melinda

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