Describe potential situations where the five different qualitative data collection methods can be used.
This is a particularly fun assignment as I have used most all of the five methods in my work and most often times have used in the context of products rather than services or organizational change. It has been interesting to reflect on my organization change work with my company regarding the methods below and usage.
One-on-one interviews
Appropriate when you need to obtain sensitive information and discuss complex issues (Gupta, 2007, p. 65). Interviews allow flexibility, enable the researcher to solicit assistance and support for the project, and offer more in-depth information than written responses Rossett (1987). This method allows for interaction between the interviewer and interviewee and can allow for relationship building to occur and the interview to either feel comfortable in the setting or guarded. I have found that these have been beneficial however challenging because they lack anonymity. Additionally, it takes time to schedule and coordinate and I’ve found it difficult to review my notes when asking follow-up questions that are not on the survey … it’s been difficult to align responses when different questions are asked.
Focus group interviews
Focus groups can address specific concerns, build upon others’ opinions, and be a good starting point in data collection, generating rich data extracted from real voices. Participants often collaborate to determine the categories and priorities of answers (PSU WC, 2021, L.9). I’ve had the opportunity to be a part of focus groups for interviews and be the administrator. One of the major drawbacks I’ve found is that often times certain members of the group can be overbearing and have a desire to answer first and to all questions. At times group think occurs. What has worked best perhaps is an interview that rotates questions and manages the respondents for maximum interaction.
Open-ended questionnaires
Open-ended questionnaires are used, in general, when data needs to be collected from a lot of people. Open-ended questionnaires are significantly less expensive than other qualitative data collection methods (PSU WC, 2021, L.9). At times this has been the most enjoyable part of surveying as some unique, creative, and organic responses can generate positive action and follow-up. What can be challenging is describing each question for best understanding and managing interviewees who stray from the question or begin to ramble.
Observations
Observations can be an effective data collection method, as they do not rely on employee perceptions. Please note that the answers from interviews and surveys are based on perceptions that may or may not accurately describe reality. In this regard, observations allow OD practitioners to understand issues first-hand (PSU WC, 2021, L.9). This has been maybe the most rewarding work I have done and best if the observations are not known. I have done observatory research both in person and behind two-way glass and both provide benefits and drawbacks. What has been best is the ability to ask ‘why’ things were done in a certain way and follow-up probing questions. Both methods can be structured and unstructured and at times doing unstructured (what I call environmental research where as an observer I’m in the interviewees environment) has been most beneficial.
Documents
While conducting organizational diagnosis, practitioners collect a number of documents related to the project (PSU WC, 2021, L.9). They include the organizations mission and value statement, org charts, strategic goals, products and services, HR policies and procedures, the employee handbook, and other forms the company uses to conduct business and set objectives. What I find most unique is the non-people interaction aspect of this data collection. Numbers, org charts, statements, goals and objectives … all can be reviewed an assessed without the need to schedule interviews and make questionnaires. Most times I’ve found it best to attempt to gather these materials early on during the interaction as stated in the lesson.
References
Gupta, K., Sleezer, C. M., & Russ-Eft, D. F. (2007). A practical guide to needs assessment (2nd ed.). Pfeiffer.
Pennsylvania State University World Campus (2021). WF ED 582 Lesson 9: Data Collections Methods, Part Two. https://psu.instructure.com/courses/2146039/modules/items/32769983
Rossett, A. (1987). Training needs assessment (2nd ed.). Educational Technology Publications.