QQM Topic 3

• Qualitative Methods

  • Ethnography
  • Netnography
  • Ethnomethodology
• Ethnography

  • The scientific description of peoples and cultures with their customs, habits, and mutual differences.
  • Naturalistic, because it seeks to describe and understand the natural social world.
  • Relies on thoroughness and insight of researcher.
• Netnography

  • Adaptation of ethnography for the online world.
  • Concerned with the study of online cultures and communities as distinct social phenomena.
  • Researcher prepares to enter the field by
  • Becoming familiar with online communities
  • Formulating exploratory research question
  • Selecting an appropriate community to study
• Ethnomethodology

  • Examines how individuals use everyday conversation to construct a common-sense view of the world.
  • Do not necessarily believe that we can find an objective reality.
  • Code of conduct is the way people create order and social structure.
  • Often conducted using recording tools, that allow very detailed analysis of how people talk with and look at each other.
• Participant Observation

  Qualitative method for gathering data that involves developing a sustained relationship with people while they go about their normal activities. Kinds of participant observation:

  • Complete observation
  • Mixed participation or observation
  • Complete participation
• Complete Observation

  • Observation in which the researcher does not participate in group activities and is publicly defined as researcher.
  • Can have reactive effects.
• Mixed Participation or Observation

  • Most field researchers adopt a role that involves some active participation
  • Employing assistants can be helpful.
  • Ethical advantages:
  • Group members can keep things hidden.
  • Researcher can decline unethical activities.
• Complete Participation

  • Also called covert participation.
  • Has difficulties and ethical issues:
  • Must write notes from memory.
  • “Going native”.
  • Cannot anticipate all consequences of research.
• Taking Notes

  • Field notes, primary means of recording participant observation data.
  • Writing extensive notes is disruptive.
  • Jottings.
  • Writing up field notes takes at least 3 times as long as observing.
• Analysis methods provide interesting and in-depth information

  • Some information gathered may not always represent what is typical
• Complement surveys, experiments, and other methods