Методы качественных исследований

Методы качественные исследований (Qualitative Research Methods Overview)

Качественные исследования – это получение глубокой, развернутой информации о предмете исследования.

Качественное исследование отвечает на вопросы «как?» и «почему?», в то время как с помощью количественных методов исследования можно получить ответ на вопрос «сколько?».

Виды методов качественных исследований:

1. Наблюдение

1.1. Прямые наблюдения / Direct observation

1.2. Теневое экранирование / скрытое наблюдение / (Этнографический метод)

1.3. Составление поведенческих карт/ (Этнографический метод)

1.3.1 Путешествие потребителя / (Этнографический метод)

1.4. Ситуационное исследование / Case-study Феноменологический метод / phenomenological method – описание явления

2. Интервью

2.1. Экспертное интервью / Expert interview

2.2. Глубинное интервью / In-depth interviews

2.3. Интервью с "крайними" категориями потребителей, знающих все или ничего о предмете исследования

2.4. Фокус-группа / Direct observation

2.5. Метод дневника / Diary methods – изложение истории личного опыта

2.6. Mетод Делфи /Delphi technique – экспертная оценка

2.7. Мозговой штурм

2.8. Проекционный метод / Projective technique

2.8.1. Ассоциативный метод / Association tecnique

2.8.2. Метод завершения ситуации / Completion tecniques -завершение абзаца, предложения, истории

2.8.3. Методы конструирования ситуации / Construction techniques – ответ по рисункам, анимационные тесты

3. Эксперимент / Experiment

4. Моделирования бизнес ситуаций и ролевые игры / Simulation and role-play

5. Контент анализ (сайта и т.д.) / Content analysis

6. Обоснование теории / Grounded theory

7. Исторический и философский анализ / Historical and philosophy analysis

1.Наблюдение
1.1. Прямые наблюдения / Direct observation	1. [Свободный электронный ресурс] http://learningstore.uwex.edu/assets/pdfs/G3658-5.pdf Список литературы: 1. Evert Gummesson, (2005) "Qualitative research in marketing: Road-map for a wilderness of complexityand unpredictability", European Journal of Marketing, Vol. 39 Iss: 3/4, pp.309 – 327 2. Jonathan Boote, Ann Mathews, (1999) "“Saying is one thing; doing is another”: the role of observation in marketing research", Qualitative Market Research: An International Journal, Vol. 2 Iss: 1, pp.15 – 21 3. Nick Lee, Amanda J. Broderick, (2007) "The past, present and future of observational research in marketing", Qualitative Market Research: An International Journal, Vol. 10 Iss: 2, pp.121 - 129
1.2. Теневое экранирование / – скрытое наблюдение / covert observation - Этнографический метод
1.3.Составление поведенческих карт/ Behavioral mapping - Этнографический метод	Список литературы: 1. Norma P. Nickerson "Understanding your consumers through behavioral mapping". Parks & Recreation. FindArticles.com. 17 Mar, 2011. http://findarticles.com/p/articles/mi_m1145/is_n11_v28/ai_14517992/[Свободный электронный ресурс] 2. Marcus, C. C. (1990). From the pragmatic to the spiritual. In I. Altman & K. Christensen (Eds.), Environment and behavior studies: Emergence of intellectual traditions (pp. 111-40). New York: Plenum Press.(2) 3. Larson, J. S., Bradlow, E., & Fader, P. (2005). An exploratory look at supermarket shopping paths. International Journal of Research in Marketing, 22(4), 395-414.
1.3.1. Путешествие потребителя / Этнографические метод
1.4.Ситуационное исследование / Case-study Феноменологический метод / phenomenological method – описание явления	Феноменологический метод http://dic.academic.ru/dic.nsf/enc_psychology/1213 [Свободный электронный ресурс] Case study method http://www.ischool.utexas.edu/~ssoy/usesusers/l391d1b.htm [Свободный электронный ресурс] Список литературы: 1. Baxter, P and Jack, S. (2008) Qualitative Case Study Methodology: Study design and implementation for novice researchers, in The Qualitative Report, 13(4): 544-559. Available from [4] 2. Dul, J. and Hak, T (2008). Case Study Methodology in Business Research. Oxford: Butterworth-Heinemann. ISBN 978-0-7506-8196-4. 3. Eisenhardt, K. M. (1989). Building theories from case study research. The Academy of Management Review, 14 (4), Oct, 532-550. doi:10.2307/258557 4. Flyvbjerg, Bent. (2006). Five Misunderstandings About Case-Study Research, in Qualitative Inquiry, 12(2): 219-245. Available:[5] 5. Bent Flyvbjerg, Making Social Science Matter: Why Social Inquiry Fails and How It Can Succeed Again (Cambridge: Cambridge University Press, 2001). ISBN 052177568X 6. George, Alexander L. and Bennett,Andrew. (2005). Case studies and theory development in the social sciences. London, MIT Press 2005. ISBN 0-262-57222-2 7. Gerring, John. (2005) Case Study Research. New York: Cambridge University Press. ISBN 978-0-521-67656-4 8. Hanckе, Bob. (2009) Intelligent Research Design. A guide for beginning researchers in the social sciences. Oxford University Press. 9. Lijphart, Arend.(1971)Comparative Politics and the Comparative Method,in The American Political Science Review, 65(3): 682-693. Available from [6] 10. Ragin, Charles C. and Becker, Howard S. eds. (1992) What is a Case? Exploring the Foundations of Social Inquiry Cambridge: Cambridge University Press.ISBN 0521421888 11. Scholz, Roland W. and Tietje, Olaf. (2002) Embedded Case Study Methods. Integrating Quantitative and Qualitative Knowledge. Sage Publications. Thousand Oaks 2002, Sage. ISBN 0761919465 ,9337270973 12. Thomas, Gary (2011) How to do your Case Study: A Guide for Students and Researchers. Thousand Oaks: Sage. 13. Yin, R. (2003). Case Study Research. Design and Methods. 3rd edition. Sage: London.
2.Интервью	Tool kit http://www.omni.org/docs/FocusGroupToolkit.pdf [Свободный электронный ресурс]
2.1.Экспертное интервью / Expert interview	http://www.hsp.org/files/oralhistoryguide.pdf [Свободный электронный ресурс] http://www.public.asu.edu/~kroel/www500/Interview%20Fri.pdf [Свободный электронный ресурс] http://www.public.asu.edu/~ifmls/artinculturalcontextsfolder/qualintermeth.html [Свободный электронный ресурс] Список литературы: 1. Rubin, H., & Rubin, I. (1995). Qualitative interviewing: The art of hearing data. Thousand Oaks, CA: Sage. 2. Spradley, J. P. (1979). The ethnographic interview. New York: Holt, Rinehart & Winston. 3. Stokrocki, M. (1997). Qualitative forms of research methods." In S. LaPierre and E. Zimmerman (Eds.). Research methods and methodologies for art education (pp. 33-55). Reston, VA: National Art Education Association. 4. Stokrocki, M. (1983). "Interpretation theory: Its meaning & application to art education," Canadian Review of Art Education Research, 10, 13-25.
2.2.Глубинное интервью / In-depth interviews
2.3.Интервью с "крайними" категориями потребителей, знающих все или ничего о предмете исследования
2.4.Фокус- группа / Direct observation	Методички по подготовки опросника, определение группы, проведению интервью 1. http://www.gdiworld.com/tips.htm [Свободный электронный ресурс] brief introductions to some focus group topics. 2. Tips for Beginners http://www-tcall.tamu.edu/orp/orp1.htm [Свободный электронный ресурс] overview, basics. 3. How to conduct a focus group http://assessment.aas.duke.edu/documents/How_to_Conduct_a_Focus_Group.pdf [Свободный электронный ресурс] Список литературы: 1. Burgess J. (1996) ‘Focusing on fear’, Area 28 (2): 130-36. 2. Flores J.G. and Alonso C.G. (1995) ‘Using focus groups in educational research’, Evaluation Review 19 (1): 84-101. 3. Goss J.D., Leinbach T.R. (1996) ‘Focus groups as alternative research practice’, Area 28 (2): 115-23. 4. Holbrook B. and Jackson P. (1996) ‘Shopping around: focus group research in North London’, Area 28 (2): 136-42. 5. Homan R (1991) Ethics in Social Research. Harlow: Longman. 6. Hoppe M.J., Wells E.A., Morrison D.M., Gilmore M.R., Wilsdon A. (1995) ‘Using focus groups to discuss sensitive topics with children’, Evaluation Review 19 (1): 102-14. 7. Kitzinger J. (1994) ‘The methodology of focus groups: the importance of interaction between research participants’, Sociology of Health 16 (1): 103-21. 8. Kitzinger J. (1995) ‘Introducing focus groups’, British Medical Journal 311: 299-302. 9. Kreuger R.A. (1988) Focus groups: a practical guide for applied research. London: Sage. 10. Lankshear A.J. (1993) ‘The use of focus groups in a study of attitudes to student nurse assessment’, Journal of Advanced Nursing 18: 1986-89. 11. MacIntosh J. (1981) ‘Focus groups in distance nursing education’, Journal of Advanced Nursing 18: 1981-85. 12. Munodawafa D., Gwede C., Mubayira C. (1995) ‘Using focus groups to develop HIV education among adolescent females in Zimbabwe’, Health Promotion 10 (2): 85-92. 13. Merton R.K., Kendall P.L. (1946) ‘The Focused Interview’, American Journal of Sociology 51: 541-557. 14. Morgan D.L. (1988) Focus groups as qualitative research. London: Sage. 15. Morgan D.L. (1997, 2nd Edition) Focus groups as qualitative research. London: Sage. 16. Morgan D.L. and Spanish M.T. (1984) ‘Focus groups: a new tool for qualitative research’, Qualitative Sociology 7: 253-70. 17. Morgan D.L. and Kreuger R.A. (1993) ‘When to use focus groups and why’ in Morgan D.L. (Ed.) Successful Focus Groups. London: Sage. 18. Powell R.A. and Single H.M. (1996) ‘Focus groups’, International Journal of Quality in Health Care 8 (5): 499-504.. 19. Powell R.A., Single H.M., Lloyd K.R. (1996) ‘Focus groups in mental health research: enhancing the validity of user and provider questionnaires’, International Journal of Social Psychology 42 (3): 193-206. 20. Race K.E., Hotch D.F., Parker T. (1994) ‘Rehabilitation program evaluation: use of focus groups to empower clients’, Evaluation Review 18 (6): 730-40. 21. Smith J.A., Scammon D.L., Beck S.L. (1995) ‘Using patient focus groups for new patient services’, Joint Commission Journal on Quality Improvement 21 (1): 22-31. 22. Stewart D.W. and Shamdasani P.N. (1992) Focus groups: theory and practice. London: Sage. 23. White G.E. and Thomson A.N. (1995) ‘Anonymized focus groups as a research tool for health professionals’, Qualitative Health Research 5 (2): 256-61.
2.5.Метод дневника / Diary methods – изложение истории личного опыта	1. Niall Bolger,Angelina Davis, and Eshkol Rafaeli (2003) Diary Methods: Capturing Life as it is Lived, Annual Review of Psychology Vol. 54: 579-616 (Volume publication date February 2003)
2.6.Mетод Делфи /Delphi technique – экспертная оценка	Список литературы: Harold A. Linstone, Murray Turoff (1975) (in English), The Delphi Method: Techniques and Applications, Reading, Mass.: Adison-Wesley, ISBN 9780201042948 Rowe and Wright (1999): The Delphi technique as a forecasting tool: issues and analysis. International Journal of Forecasting, Volume 15, Issue 4, October 1999. Murray Turoff, "The Design of a Policy Delphi", Technological Forecasting and Social Change 2, 2, 1970. Michael Adler, Erio Ziglio (eds.) (1996) (in English), Gazing Into the Oracle: The Delphi Method and Its Application to Social Policy and Public Health, London: Kingsley Publishers, ISBN 9781853021046 Maurizio Bolognini (2001) (in Italian), Democrazia elettronica. Metodo Delphi e politiche pubbliche (Electronic Democracy. Delphi Method and Public Policy-Making), Rome: Carocci Editore, ISBN 8843020358. An example of e-democracy application is DEMOS (Delphi Mediation Online System), whose prototype was presented at the 3rd Worldwide Forum on Electronic Democracy, in 2002. Rowe and Wright (2001): Expert Opinions in Forecasting. Role of the Delphi Technique. In: Armstrong (Ed.): Principles of Forecasting: A Handbook of Researchers and Practitioners, Boston: Kluwer Academic Publishers. Green, Armstrong, and Graefe (2007): Methods to Elicit Forecasts from Groups: Delphi and Prediction Markets Compared. Forthcoming in Foresight: The International Journal of Applied Forecasting (Fall 2007). PDF format Martin Hilbert, Ian Miles and Julia Othmer: "Foresight tools for participative policy-making in inter-governmental processes in developing countries: Lessons learned from the eLAC Policy Priorities Delphi" Technological Forecasting and Social Change, Volume 76, Issue 7, September 2009, Pages 880-896, Volume 15 Number 2, web: [4] Murray Turoff, Starr Roxanne Hiltz, "Computer-based Delphi processes", in Michael Adler, Erio Ziglio (eds.), Gazing Into the Oracle, op. cit. Tapio, P. 2003. Disaggregative Policy Delphi: Using cluster analysis as a tool for systematic scenario formation, Technological Forecasting and Social Change 70(1): 83-101.
2.7.Мозговой штурм/ Brainstorming	[Свободный электронный ресурс] http://en.wikipedia.org/wiki/Brainstorming
2.8.Проекционный метод / Projective technique	(projective technique) - это неструктурированная, косвенная форма опроса, побуждающая респондентов высказывать интервьюеру свои скрытые мотивы, убеждения, отношения или чувства относительно обсуждаемой проблемы, т.е. как бы извлекать их из глубин сознания, демонстрируя (проецируя) исследователю. http://www.gba-research.ru/article/praktika_provedeniya_issledovanij/qualitative/
2.8.1. Ассоциативный метод /Association tecnhique	1. Оzlem Hesapсi Sanaktekin, (2009) "Projective Techniques for Social Sciences and Business Research", Journal of Consumer Marketing, Vol. 26 Iss: 3, pp.223 – 223
2.8.2.Метод завершения ситуации / Completion tecniques	Просят завершить абзац, предложение, историю. [Свободный электронный ресурс] http://www.ajol.info/index.php/jfecs/article/viewFile/52784/41386
2.8.3.Методы конструирования ситуации / Construction techniques	Получение ответа по рисункам, анимационным тестам
3. Эксперимент / Experiment	Experimental methods in market research, [Свободный электронный ресурс] http://business.nmsu.edu/~mhyman/M310_Articles/Ryals_IJMR_2005.pdf http://www.questia.com/PM.qst?a=o&d=27317050 [Свободный электронный ресурс] 1. O’Herlihy, C. (1980) Why ad experiments fail. Journal of Advertising Research,February, pp. 53–58. 2. Smith, D. & Fletcher, J. (2004) The Art and Science of Interpreting Market Research Evidence. Chichester: Wiley. 3. Sullivan, J. (2000) Optimizing your tests. Target Marketing, 23, 9, pp. 55–58. 4. Tull, D. & Hawkins, D. (1984) Marketing Research: Measurement and Method,3rd edn. New York: Macmillan. 5. Winer, R. (1980) Analysis of advertising experiments. Journal of Advertising Research, June, pp. 25–31.
4.Моделирования бизнес ситуаций и ролевые игры / Simulation and role-play	Dooley Kevin «Simulation Research Methods» [Свободный электронный ресурс] http://www.public.asu.edu/~kdooley/papers/simchapter.PDF Список литературы: 1. Anderson, P., “Complexity theory and organization science’, Organization Science,10 2. (1999), 216-232. 3. Dooley, K., and A. Van de Ven: "Explaining complex organization dynamics," 4. Organization Science, 10 (1999), 358-372. 5. Forrester, J.: Industrial Dynamics (Cambridge, MA: Productivity Press, 1961). 6. Goldstein, J: “Glossary”, in Zimmerman, B., Lindberg, C., and P. Plsek, Edgeware, 7. (VHA: Irving, TX, 1998), 270. 8. Holland, J.H.: Hidden Order (Reading, MA: Addison-Wesley, 1995). 9. Law, A., and D., Kelton: Simulation Modeling and Analysis (NY: McGraw-Hill, 1982)35 10. March, J.: “Exploration and exploitation in organizational learning,” Organization 11. Science, 1 (1991). 12. Rushkoff, D.: Playing the Future,” (Harper-Collins, 1996).
5.Контент анализ / Content analysis	http://writing.colostate.edu/guides/research/content/pop2a.cfm Список литературы: 1. David R. Wheeler, (1988) "CONTENT ANALYSIS: AN ANALYTICAL TECHNIQUE FOR INTERNATIONAL MARKETING RESEARCH", International Marketing Review, Vol. 5 Iss: 4, pp.34 - 40 2. Krippendorf, K. (1980). Content analysis: An introduction to its methodology Beverly Hills, CA: Sage Publications. 3. Solomon, M. (1993). Content analysis: a potent tool in the searcher's arsenal. Database, 16(2), 62-67.
6.Обоснование теории / Grounded theory	Список литературы: 1. Strauss, A. (1987). Qualitative analysis for social scientists. Cambridge, England: Cambridge University Press. 2. Glaser, B. (1992). Basics of grounded theory analysis. Mill Valley, CA: Sociology Press. 3. Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. Thousand Oaks, CA: Sage Publications. 4. Clarke, A. (2005). Situational Analysis: Grounded Theory After the Postmodern Turn. Thousand Oaks, CA: Sage Publications. 5. Kelle, Udo (2005). "Emergence" vs. "Forcing" of Empirical Data? A Crucial Problem of "Grounded Theory" Reconsidered. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research [On-line Journal], 6(2), Art. 27, paragraphs 49 & 50. [3] 6. Mey, G. & Mruck, K. (Eds.) (2007). Grounded Theory Reader (HSR-Supplement 19). Cologne: ZHSF. 337 pages 7. Thomas, G. & James, D. (2006). Re-inventing grounded theory: some questions about theory, ground and discovery. British Educational Research Journal, 32 (6), 767–795. 8. Goulding, C. (2002). Grounded Theory: A Practical Guide for Management, Business and Market Researchers. London: Sage. 9. Stebbins, Robert A. (2001) Exploratory Research in the Social Sciences. Thousand Oaks, CA: Sage.
7.Исторический и философский анализ / Historical and philosophy analysis	Список литературы: 1. Ronald Savitt,Historical Research in Marketing,The Journal of MarketingVol. 44, No. 4 (Autumn, 1980), pp. 52-58 2. Nevett Terence, Historical Investigation and the Practice of Marketing, The Journal of MarketingVol. 55, No. 3 (Jul., 1991), pp. 13-23

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Методы качественных исследований