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8. Choose from sentences a–g the one which fits each gap 1-5. There is one extra sentence which you do not
need to use.
a. It depends on whether you want your research to be a “snapshot” taken at a particular time or to be akin to a
“diary”, i.e. representation of events over a given period.
b. They are different views about the way in which knowledge is developed and judged.
c. You can use both in combination on the same research project.
d. You should always think carefully about the ethical issues implied by the choice of your research strategy.
e. Structured observation and structured interviews, where standardized questions are asked of all interviewees
also often fall into this strategy.
f. This means that your results should be valid and reliable.
g. They are general plans of how the researcher will go about answering the research questions.
1. Three main philosophical positions in relation to research are positivism, interpretivism and realism.
________________________________.
2. The two main approaches to research are deductive and inductive.
________________________________________. The main influence on your choice of research approach should be
your research questions and objectives.
3. Research projects may be cross-sectional or longitudinal. _____________________________________ .
4. The main research strategies are experiment, survey, case study, grounded theory, ethnography.
____________________________.
5. You should take care to ensure that your results are really about what they appear to be about.
_____________________________________.
6. The questionnaire is not the only data collection method that belongs to the survey strategy.
____________________________________ .
PRACTICE ACTIVITIES
9. Read and analyze the text about combining survey and case study methods as a worked example illustrat-
ing using multi-methods. Be ready to answer the following questions:
1. Where did the research take place?
2. What stages did the research consisted of?
3. What qualitative and quantitative methods did the researches employ?
4. What was the purpose of unstructured (in-depth) interview with senior managers?
5. What procedure helped researchers to find out the issues which were important to staff?
6. Whom did discussion groups represent?
7. What sort of data did the researchers get by using a questionnaire?
8. Why was the questionnaire complemented by semi-structured group interviews with representative employee
groups?
We conducted an employee attitude survey in a small insurance company, which used three different types of
method. Two of these methods were qualitative and one was quantitative. The research consisted of four stages:
1. In-depth interviews with senior managers in order to get a picture of the important issues we were likely to en-
counter in the research.
2. Discussion groups with six to ten employees representing different grades and occupations in the company. This
was to establish the types of issues that were important to staff. This would inform the content of the questionnaire.
3. A questionnaire that was administered to 100 of the 200 head office employees. We wanted to get the sort of
data that would allow us to compare the attitudes of different employee groups: by age, gender, length of service, occu-
pation and grade. This was particularly important to the company.
4. Semi-structured group interviews with representative employee groups to clarify the content of some of the
questionnaire results. This was essential to get at the meeting behind some of the data.
10. Look through the text again and find the words which mean the same.
a) an assessment of the opinions and morale of the employees. It is performed anonymously in the form of a self-
completion questionnaire
b) unstructured and informally conducted interview that may commence with one or more themes to explore with
participants but without a predetermined list of questions to work through
c) data collection technique in which each person is asked to respond to the same set of questions in a predeter-
mined order
d) wide-ranging category of interview in which the interview commences with a set of interview themes but is
prepared to vary the order in which questions are asked and to ask new questions in the context of the research situation.
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