NEW Qualitative Data Generation: Conducting Interviews, Focus Groups, and Field Observations

Elaine Keane

July 23

Data generation is at the heart of high-quality, impactful qualitative research. Without a solid empirical basis of sufficiently rich data, producing a high-quality study is challenging. This one-day course will discuss rationales for choosing one or several data generation methods (individual interviews, focus groups, and field observations) that best align with project research questions. We will talk through developing data generation schedules (what to do when), addressing participant recruitment concerns, developing appropriately open questions, strategies for follow-up probing, and building rapport with participants for both ethical and data quality reasons. The course will also address considerations regarding generating data with individuals from vulnerable, disadvantaged, and marginalized groups.

More specific topics will include the following:

  • Initial considerations for high-quality data generation, such as participant recruitment
  • Addressing sample size: “How many participants do I need?”
  • Sequencing of data generation
  • Conducting and reviewing pilot interviews
  • “Requirements” of established methodologies
  • The role of researcher positionalities and ethical issues
  • Addressing the focus group “effect” and skills for facilitating a focus group
  • “Being an ethnographer”: Level of engagement in the field necessary for generating effective observations
  • Considering what is to be “observed” and writing valuable field notes
  • Preparing for analysis during data generation

The course will include multiple practical exercises to engage participants in developing and refining their knowledge and skills. Course content will draw from several resources, including the following:

  • Cohen, L., Manion, L., and Morrison, K. (2011) Research methods in education, 7th ed. London: Routledge (Chapter 21, Interviews, 409-442; Chapter 23, Observation, 456-475).
  • Denzin, N. K. (1997) Interpretive ethnography: Ethnographic practices for the 21st century, New York: Sage.
  • Flick, U. (2018) Doing qualitative data collection–charting the routes, in Flick, U. (ed.) The SAGE handbook of qualitative data collection, London: SAGE, pp. 1-16.
  • Roulston, K. (2010) Reflective interviewing: A guide to theory and practice, London: SAGE.