Qualitative Research Methods in LIS

Hong Kong March 28, 2017
Qualitative Research Methods in LIS
Lynn Silipigni Connaway, PhD
Senior Research Scientist & Director of User Research, OCLC
connawal@oclc.org
@LynnConnaway

Challenges: Research Environment
• Reduced funding
opportunities
• Scholarly value
• Practical implications
• Weak relationships with
other disciplines
• Limited communication of
research & outputs
• Inconsistent quality

OVERVIEW OF LIS PUBLISHED RESEARCH

Methodology 1950 1960 1965 1970 1975 Total* %*
Theoretical-analytical 11 17 11 36 52 127 14
Information system
design
7 16 21 57 49 150 17
Surveys on the public 3 2 9 20 19 53 3
Survey or experiment
on libraries, etc.
22 15 45 89 113 284 32
Bibliometric and
similar studies
0 1 7 14 16 38 4
Content analysis 0 1 2 1 3 7 1
Secondary analysis 6 15 15 13 27 76 8
Historical
methodologies
21 26 25 49 42 163 18
Descriptive
bibliography
7 4 6 4 9 30 3
Comparative studies 0 2 6 4 7 19 2
Other and multiple 3 1 7 9 10 30 3
All papers* 76 96 139 274 315 900 100
Research Papers by Methodology and Year (Powell 1999)

Research
Methods: JDoc
2001-2010
• N=367
• Theoretical approach, 38%
• Content analysis, 14%
• Questionnaire, 13.8%
• Experiment, 13.4%
• Interview, 13.4%
(Chu 2015)

(Chu 2015)
Research Methods:
JASIS&T 2001-2010
• N=554
• Experiment, 31%
• Bibliometrics, 23%
• Questionnaire, 14%
• Theoretical approach, 12%

Research
Methods: LISR
2001-2010
• N=241
• Questionnaire, 28%
• Interview, 20%
• Theoretical approach,
15%
• Experiment, 9%
(Chu 2015)

Research Methods: JAL 2004-2013
(N=346)
METHOD PERCENTAGE
Questionnaire 47.6
Test or Quiz 2.6
Diary 0.6
Content Analysis 27.2
Semi-structured Interviews 14.0
Analysis of existing statistics 6.6
Citation Analysis 6.3
Focus Group Interview 5.7
Observation 4.3
Log Analysis 3.4
Task Analysis 2.9
(Luo and McKinney 2015)

DEFINITION OF QUALITATIVE RESEARCH

Definition
Qualitative Research:
A type of scientific research that:
• Seeks answers to a question
• Systematically uses predefined set of
procedures to answer question
• Collects evidence
• Produces findings that:
• Are not determined in advance
• Apply beyond immediate boundaries of
study

What is Qualitative Research?
“…a situated activity that locates the observer in the world. It consists of a
set of interpretive, material practices that make the world visible. These
practices transform the world. They turn the world into a series of
representations, including field notes, interviews, conversations,
photographs, recordings, & memos to the self.
At this level, qualitative research involves an interpretive, naturalistic
approach to the world. This means that qualitative researchers study
things in their natural settings, attempting to make sense of, or to
interpret, phenomena in terms of the meanings people bring to them.”
(Denzin and Lincoln 2005)

• DISCOVERY: discovering concepts & their relationships in
raw, contextualized & situated data & then organizing these
into some theoretical, explanatory scheme
• UNDERSTANDING: A broad term that describes research
that focuses on how individuals & groups view &
understand the world & construct meaning out of their
experiences

• Set of systematic, empirically-based approaches for investigating events in
natural settings & situations
– Use people’s perceptions of what is important in the situations/context
• Uses inductive reasoning "from particular instances to general principles…
– One starts from observed data & develops a generalization which explains the relationship
between the objects observed” (Schriver 2001)
• Broad term for wide range of techniques concerned more with interpretation &
meaning of responses rather than their frequency or correlation
• Underlying ideology is behavior can be explained only by the perspectives &
highly subjective constructions of a respondent or participant, & not by any
"objective truth"

Philosophical Assumptions
Epistemology
• Branch of philosophy centered on nature & origin of knowledge
• Asks: “How do we know what we know?”
Ontology
• Study of the nature of being.
• How to represent objects, concepts & other entities assumed to exist in area of
interest & relationships among them.
• Hierarchical structuring of knowledge about things by subcategorizing them by
essential (or relevant &/or cognitive) qualities.
Qualitative as much a PERSPECTIVE as it is a METHOD: way of thinking about
& seeing social reality

QUALITATIVE DATA COLLECTION
TOOLS AND METHODS

Interviews
• Individual interviews
• Face-to-face
• Phone
• Virtual
• Focus group interviews
(Connaway and Radford 2017)

Purposes of Individual Interviews
• Understanding participants’ experiences
& perspectives
• Discovering participants’ language forms
• Gathering information about things or
processes that cannot be observed
easily.
• Finding out about the past.
• Validating & verifying information
• Attaining efficient data collection
(Connaway and Radford 2017, 239-240)

Conducting the Individual Interview
1. Thematizing: Clarifying the interview’s purpose
2. Designing: Defining the interview’s purpose
3. Interviewing: Conducting the interview
4. Transcribing: Creating a written verbatim text of the interview
5. Analyzing: Figuring out the meaning of data
6. Verifying: Determining the reliability & validity of the data
7. Reporting: Telling others about the findings
(Connaway and Radford 2017, 244)

“The focus group interview technique can be used as a self-
contained research method or in combination with other
quantitative and qualitative research methods.”

Focus Group Guidelines
• Open, safe, and secure forum
• Confidentiality
• All suggestions are acceptable
• No interruptions
• Active listening
• Ask questions
(Connaway and Radford 2017, 252-253)

Ethnographic Research
“…a way of seeing how individuals interact and behave in
situations by utilizing different qualitative data collection and
analysis methods.”

Participant/Immersive Observations
• Move into the setting as deeply as
possible
• Disturb participants as little as
possible
• Participant observation
• Open, direct interaction &
observation as part of the group

Usability Testing: Definition
• Degree to which a user can successfully learn & use a product
to achieve a goal
• Evaluation research methodology
• Observation & analysis of user behavior while users use a
product or product prototype to achieve a goal
(Dumas and Redish 1993, 22)

Usability Testing: Components
Comprised of three parts:
1. Pre-session interview
2. Scenario and task
structured test
3. Post-session survey
(Tang 2017, 278)

Usability Testing: Methodology
• Artificial environment
(laboratory)
• Maintain more control
• May provide more
specific data on a
particular feature
• Natural environment
• Better holistic
representation of real
people doing real work
(Tang 2017, 278)

QUALITATIVE DATA ANALYSIS
TOOLS AND METHODS

• Contain all data sources
• Creating & applying codes
• Queries
• Visualizations
• Reports
Computer-Assisted Qualitative Data Analysis
Software (CAQDAS)

• Draw on data...in service of
developing new conceptual
categories
• Develop inductive abstract analytic
categories through systematic data
analysis
• Emphasize theory construction
rather than description or
application of current theories
Grounded Theory

“A major strategy for analysis of
qualitative data is the use of the
constant comparative method, which
embraces ‘constant comparisons’
defined as ‘the analytic process of
comparing different pieces of data
against each other for similarities
and differences.’”

Conversation Analysis
• Context & social conduct
Discourse Analysis
• The library within a larger social
& cultural context

Ethnographic Analysis
• Use people’s own categories
• Avoid assuming what one will find
• Complementary to quantitative methods
• Retain ‘richness’/’thick description’
• Numerous compatibility
(Asher 2017, 264)

Challenges: Qualitative Research Methods
• Data collection & analysis
• Costs
• Bias
• Inaccurate & incomplete
• Sampling
• Massive amounts of data
• Evolving technologies

Mixed Methods Research
• Any combination of research
methods
– Qualitative
– Quantitative
– Participatory
– Action
– Design
• Equal attention to all stages of
research process
• Findings should be iterative &
informative (Kazmer 2017, 232-233)

Triangulation
• Term coined by Webb et al. (1966)
• Multiple methods of data collection
(e.g., interviews – individual & group,
observation, literature, archives)
– Agree, or at least don’t contradict
(Miles and Huberman 1994, 266)
• Multiple investigators
• Multiple contexts/situations

Mixed Methods
“Miles, Huberman, and Saldaña also
pointed out that although designing
and conducting a mixed method
research project involves careful
planning and more effort in execution,
the benefits greatly outweigh the
difficulties (including philosophical
ones).”

“The creative process is not like a situation
where you get struck by a single lightning
bolt. You have ongoing discoveries, and
there are ongoing creative revelations. Yes,
it's really helpful to be marching toward a
specific destination, but, along the way,
you must allow yourself room for your
ideas to blossom, take root, and grow.”
–Carlton Cuse

References
Asher, Andrew. 2017. “On Ethnographic Research: How do Students Find the Information They Need?”
In Research Methods for Library and Information Science, 6th ed., edited by Lynn Silipigni Connaway
and Marie L. Radford, 264. Westport, CT: Libraries Unlimited.
Association of College and Research Libraries, The. (2001). Standards for Libraries in Higher
Education. Chicago: ACRL. http://www.ala.org/acrl/sites/ala.org.acrl/files/content/standards/slhe.pdf.
Chu, Heting. 2015. “Research Methods in Library and Information Science: A Content Analysis.”
Library & Information Science Research 37, no. 1: 36-41.
Connaway, Lynn Silipigni, and Marie L. Radford. 2017. Research Methods for Library and Information
Science, 6th ed. Westport, CT: Libraries Unlimited.
Denzin, Norman K., and Yvonna S. Lincoln. 2005. The Sage Handbook of Qualitative Research, 4th ed.
Thousand Oaks, CA: Sage Publications.

References
Dumas, Joseph S., and Janice C. Redish. 1993. A Practical Guide to Usability Testing. Portland, OR:
Intellect Books.
Jansen, Bernard J. 2017. “Log Analysis.” In Research Methods for Library and Information Science,
6th ed., edited by Lynn Silipigni Connaway and Marie L. Radford, 348-349. Westport, CT: Libraries
Unlimited.
Kaufman, P., & Barbara Watstein, S. (2008). Library Value (Return on Investment, ROI) and the
Challenge of Placing a Value on Public Services. Reference Services Review 36(3), 226-231.
Kazmer, Michelle. 2017. “Mixed Methods.” In Research Methods for Library and Information Science,
6th ed., edited by Lynn Silipigni Connaway and Marie L. Radford, 232-233. Westport, CT: Libraries
Unlimited.
Khoo, Michael, Lily Rozaklis, and Catherine Hall. 2012. “A Survey of the Use of Ethnographic Methods
in the Study of Libraries and Library Users.” Library and Information Science Research 34, no. 2: 82-
91.

References
Luo, Lili, and Margaret McKinney. 2015. “JAL in the Past Decade: A Comprehensive Analysis of
Academic Library Research.” The Journal of Academic Librarianship 41, no. 2: 123-129.
http://dx.doi.org/10.1016/j.acalib.2015.01.003.
Miles, Matthew B., and A. Michael Huberman. 1994. Qualitative Data Analysis: A Sourcebook. Beverly
Hills: Sage Publications.
Miles, Matthew B., Michael Huberman, and Johnny Saldaña, eds. 2014. Qualitative Data Analysis: A
Methods Sourcebook, 3rd ed. Thousand Oaks, CA: Sage.
Powell, Ronald R. 1999. “Recent Trends in Research: A Methodological Essay.” Library & Information
Science Research 21, no. 1: 91-119.
Schriver, Joe M. 2001. Human Behavior in the Social Environment: Shifting Paradigms in Essential
Knowledge for Social Work Practice, 3rd ed. Boston: Allyn & Bacon.

References
Seadle, Michael. 2017. “Text Mining.” In Research Methods for Library and Information Science, 6th
ed., edited by Lynn Silipigni Connaway and Marie L. Radford, 350. Westport, CT: Libraries Unlimited.
Singh, Vivek. 2017. “Behavioral Analytics of Socio-Mobile Data.” In Research Methods for Library and
Information Science, 6th ed., edited by Lynn Silipigni Connaway and Marie L. Radford, 90-91. Westport,
CT: Libraries Unlimited.
Tang, Rong. 2017. “Usability Research.” In Research Methods for Library and Information Science, 6th
ed., edited by Lynn Silipigni Connaway and Marie L. Radford, 277-278. Westport, CT: Libraries
Unlimited.
Webb, Eugene J., Donald T. Campbell, Richard D. Schwartz, and Lee Sechrest. 1966. Unobtrusive
Measures: Nonreactive Research in the Social Sciences, Vol. 111. Chicago: Rand McNally.

Image Attribution
Slide 2: Image: https://www.flickr.com/photos/smithser/3870653508/ by Brian Smithson / CC BY 2.0
Slide 5: Image: https://flic.kr/p/brnnFP (https://www.flickr.com/photos/64763706@N08/6850650385/) by LaTransfo / CC BY-SA 2.0
Slide 6: Image: https://flic.kr/p/8bdX7z (https://www.flickr.com/photos/jeffanddayna/4710189081/) by Jeff Golden / CC BY-SA 2.0
Slide 7: Image: https://flic.kr/p/8HwEak (https://www.flickr.com/photos/vofan/5064455445/) by VOFAN / CC BY-NC-ND 2.0
Slide 10: Image: https://www.flickr.com/photos/katesheets/5772901616/ by katesheets / CC BY-NC 2.0
Slide 11: Image: https://www.flickr.com/photos/ddrmaxgt37/387453140/ by Arun Venkatesan / CC BY-NC 2.0
Slide 12: Image: https://www.flickr.com/photos/davidjoyner/14622758882/ by David / CC BY-SA 2.0
Slide 13: Image: https://www.flickr.com/photos/28481088@N00/3091698923/ by tanakawho / CC BY-NC 2.0
Slide 14: Image: https://www.flickr.com/photos/faykwong/3311629798/ by FEI KUANG / CC BY-NC 2.0
Slide 16: Image: https://www.flickr.com/photos/nordforsk/32225539214/ by NordForsk / CC BY-NC-ND 2.0
Slide 17: Image: https://www.flickr.com/photos/un_photo/4910848840 by United Nations Photo / CC BY-NC-ND 2.0
Slide 18: Image: https://www.flickr.com/photos/meanestindian/903380690/ by Meena Kadri / CC BY 2.0
Slide 19: Image: https://www.flickr.com/photos/30478819@N08/32624505933/ by Marco Verch / CC BY 2.0
Slide 20: Image: https://www.flickr.com/photos/lifeofrobert/3894022267/ by Robert Yocum / CC BY-SA 2.0

Image Attribution
Slide 21: Image: https://www.flickr.com/photos/pmillera4/13570027834/ by Peter Miller / CC BY-NC-ND 2.0
Slide 22: Image: https://www.flickr.com/photos/njla/3306454031/ by NJLA: New Jersey Library Association / CC BY-NC-ND 2.0
Slide 24: Image: https://www.flickr.com/photos/deanhochman/14481958642/ by Dean Hochman / CC BY 2.0
Slide 25: Image: https://www.flickr.com/photos/78428166@N00/8120708019/ by Tony Alter / CC BY 2.0
Slide 26: Image: https://www.flickr.com/photos/carnesaurus/32160924864/ by James Carnes / CC BY-NC-ND 2.0
Slide 28: Image: https://www.flickr.com/photos/flakepardigm/4687752030/ by Tyler Nienhouse / CC BY 2.0
Slide 29: Image: https://www.flickr.com/photos/adambindslev/4727853016/ by Adam Bindslev / CC BY-NC 2.0
Slide 30: Image: https://www.flickr.com/photos/carleycomartin/4030726428/ by Carley Comartin / CC BY-NC 2.0
Slide 31: Image: https://www.flickr.com/photos/juanillooo/1231088474/ by Juan Salmoral / CC BY-NC-ND 2.0
Slide 32: Image: https://www.flickr.com/photos/respres/6041698098/ by Jeff Turner / CC BY 2.0
Slide 33: Image: https://www.flickr.com/photos/therichbrooks/2600080329/ by Rich Brooks / CC BY 2.0
Slide 35: Image: https://www.flickr.com/photos/edgewoodchembiocenter/32447188374/ by U.S. Army Edgewood Chemical
Biological Center / CC BY 2.0
Slide 36: Image: https://www.flickr.com/photos/wandrus/8434921527/ by William Andrus / CC BY 2.0
Slide 37: Image: https://www.flickr.com/photos/ikhlasulamal/4538617347/ by Ikhlasul Amal / CC BY-NC 2.0
Slide 38: Image: https://flic.kr/p/AuDyn (https://www.flickr.com/photos/hunty66/390350345/) by Pete Hunt / CC BY-NC 2.0

Questions &
Discussion
Lynn Silipigni Connaway, PhD
Senior Research Scientist & Director of User
Research
connawal@oclc.org
@LynnConnaway

Qualitative Research Methods in LIS

More Related Content

Qualitative Research Methods in LIS