PARTICIPANT OBSERVATION

CULTURAL ANTHROPOLOGY

ENABLES To get close and familiar with group Involvement with people In natural environment Over extended period of time

HISTORY STEMS FROM SOCIAL ANTHROPOLOGISTS

ALSO INVOLVES Finding a role within the group to

participate in some manner

LIMITED To where the group consents and

permits it ? Leads to artificial acting on behalf of

the participants

METHODS Interview

OBSERVATION

PARTICIPATION

COLLECTIVE DISCUSSIONS

ANALYSES OF PERSONAL DOCUMENTS

SELF ANALYSIS

LIFE HISTORIES

FOCUS GROUPS

QUALITATIVE RESEARCH aim to gather an in-depth understanding

of human behaviour To find out the reasons for that

behaviour Investigates why & how not just what,

where and when Smaller and focused samples are

needed rather than large samples

METHOD Ask questions in interactive group

setting

WHEN CAN THEY BE USED? Used in conjunction with participant

observation High apparent validity Results are believable Low cost Get results quickly

TYPES OF FOCUS GROUPS Two-way focus group - one focus group watches another

focus group and discusses the observed interactions and conclusion

Dual moderator focus group - one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered

Dueling moderator focus group - two moderators deliberately take opposite sides on the issue under discussion

Respondent moderator focus group - one and only one of the respondents are asked to act as the moderator temporarily

Client participant focus groups - one or more client representatives participate in the discussion, either covertly or overtly

Mini focus groups - groups are composed of four or five members rather than 6 to 12

Teleconference focus groups - telephone network is used Online focus groups- computers connected via the internet

are used

BENEFITS AND STRENGTHS Group interaction enables interaction

and stimulation of stories Finding a native common language Can help dispel the feeling of isolation if

exploring sensitive issues so can be highly ethical

PROBLEMS Less control over a group (ideas wander) Need highly trained observers and

moderators Groups can be tough to get together Numbers not large enough to be

representative of the population Results can be influenced by the

researcher Needs correct environment for subject

covered