Date post: | 21-Dec-2015 |
Category: |
Documents |
View: | 216 times |
Download: | 0 times |
www.handels.gu.se
Agenda
• Chapter 11, Structured Observation• Chapter 17, Ethnography• Chapter 19, Focus Groups
www.handels.gu.se
Structured observation
Systematically observe behaviorCaptures actual rather than stated behavior• No interpretation of questions• No omission• No memory effectRecords according to pre-set rules & check list • Aggregation• Well defined categories – Scheduled meetings– Unscheduled meetings– Desk work– …
Grocery cupboard
Water
Rinsing & cleaning place
Processing site
Baking site
Fermentation siteStove
Food store
Grocery
Arrangement
Place
Arrangement
Place 2
www.handels.gu.se
Structured observation
SamplingContinuousIncident/event triggeredTimeslots
Individual – ShadowingPlace
Unit of analysisPhysical conditionsBehavioralLinguistic
www.handels.gu.se
Structured observation
Pros• More reliable information on
events• Greater precision and accuracy
on time, duration & frequency• Not dependent on verbal
communication and linguistic analysis
www.handels.gu.se
Structured observation
Cons• Time consuming!• Intrusive – ethical?• Do researchers follow the pre-set
rules?– Are the pre-set rules the right
ones?– Do not capture the ‘big picture’• Do the presence of a researcher
change the behavior?– Good impression?– The Hawthorn effect
www.handels.gu.se
Experiments
Testing theories• Select variables • Select treatment• Control the environment • Control the situation: Blind
& double bind test
Ethics?Real life situations?
Quasi experimentsNaturally occurring events
www.handels.gu.se
Ethnography
Observe– Events– ContextFocus on– Patterns of behavior – Norms and values– Stories– Compare and contrastActivities– Probe with questions– Additional documents– Spend time –hang around– Field notes & diary
www.handels.gu.se
Ethnography - problems
Access– Opportunistic– Gatekeepers – Give something back– Retro perspective -
‘memoirs’Key informants– Bias in information?Never ending story– Drown in information
www.handels.gu.se
Ethnography
Overt vs. Covert– Access and researcher
interference! – Ability to take notes & ask
questions?– Ethical?– Safety?Going native & the Inability
to cope with dual identities– Debriefing– Reflections
www.handels.gu.se
Focus Groups
Group discussions around a theme
• Help each other to jointly recollect a story- sense making
• Challenge each others• More extensively cover a theme
Moderator / FacilitatorSeries of questionsGentle guiding
– People skills- Knowledgeable
Low level of control once started
www.handels.gu.se
Focus groups – How to do it
RecruitmentNeutral roomSimple self explained
questions or scenariosFormat6-12 individuals10-15 groups1-3 hoursOne or several occasionsTape/video-recordingExtensive material
www.handels.gu.se
The big problem
Group dynamicsInteractionsPersonal traitsPower Limited Creativity!
Other problemsSatisfying the researcherNon-natural settings