Lecture 08 : Methods Adopted in Social Psychology : Part-VI

Summary

This lecture delves into the intricacies of qualitative thematic analysis within social psychology research, highlighting its benefits and drawbacks. It discusses the potential for thematic derailment during in-depth discussions and the challenges of material selection and context weighting. The lecture contrasts this with quantitative content analysis, emphasizing the frequency counts versus illustrative quotations. It introduces the constructionist method, focusing on the sequential construction of meaning in focus group discussions, and concludes with a discussion on the advantages and disadvantages of focus groups, including high ecological validity but potential conformity issues.

Takeaways

• 📚 The lecture discusses methods in social psychology, focusing on qualitative thematic analysis and its drawbacks, such as the potential for codes to mismatch with ongoing discussions.
• 🔍 A key issue in qualitative thematic analysis is selecting relevant material from a vast array of participant responses and conversations.
• 💡 Wilkinson differentiates between quantitative and qualitative analysis, with the former using frequency counts and the latter using illustrative quotations to convey depth of experience.
• 🔑 The constructionist method is distinct, focusing on the process of interaction within a focus group and the local, sequential construction of meaning.
• 🗣️ In constructionist analysis, the environment and sequence of conversation are carefully managed to capture the participants' understanding and behavior.
• 🌟 Focus groups have advantages such as capturing real-life data in a natural setting, offering flexibility, high face validity, and being cost-effective.
• 🚫 Focus groups also have disadvantages, including less control over participants compared to individual interviews and the potential for group conformity or groupthink.
• 👥 Moderators require special skills to stimulate discussions effectively within the focus group setting.
• 🤝 The constructionist method emphasizes the importance of the sequence of turns in conversation and how participants position their responses within that sequence.
• 📈 Quantitative analysis systematically records the number of mentions within each category, while qualitative analysis focuses on the manner of expression of experiences.
• 📝 The script concludes by highlighting the importance of understanding the differences between content analysis, thematic analysis, and the constructionist method in qualitative research.

Q & A

What is the main focus of the lecture 8 in the provided transcript?

The main focus of lecture 8 is to discuss methods adopted in social psychology, specifically qualitative thematic analysis, its drawbacks, benefits, and the differences between qualitative and quantitative analysis.

What is a major drawback of qualitative thematic analysis mentioned in the transcript?

A major drawback is the potential for the researcher to lose sight of where the coded data sits within the whole transcript, as the discussion can go in any direction and the coding may mismatch with the ongoing interaction.

How does the transcript describe the process of selecting material for qualitative thematic analysis?

The transcript describes it as a key issue where the researcher must decide which conversations and responses from participants are most relevant to the theme, considering the large amount of material that can be generated.

What is the importance of giving due weight to the specific context within the material in qualitative thematic analysis?

It is important because it affects the interpretive repertoire process and the general interpretation of the researcher, helping to ensure that the analysis accurately reflects the experiences and expressions of the participants.

How does the transcript suggest prioritizing participants' orientations in qualitative thematic analysis?

The transcript suggests that it should be done by selectively quoting participants, emphasizing their in-depth experiences, and giving priority to create an interpretive account by the researcher.

What is the difference between quantitative and qualitative analysis according to Wilkinson as mentioned in the transcript?

According to Wilkinson, quantitative analysis presents results in frequency counts, while qualitative analysis presents results as illustrative quotations. Quantitative analysis focuses on the number of mentions and their summary, whereas qualitative analysis focuses on the style of expression and sharing of experiences.

What is the constructionist method as described in the transcript?

The constructionist method is an approach to qualitative analysis that seeks to analyze the process of interaction within a focus group, aiming to expose the local and sequential construction of meaning from the participants' discussions.

How does the constructionist method differ from content and thematic analysis?

The constructionist method differs by focusing on the direction and sequence of the group discussion, rather than inferring meaning from individual statements, and it emphasizes the constraints and opportunities presented in the turn-by-turn organization of conversation.

What are some advantages of using focus groups as a research method as outlined in the transcript?

The advantages include being a socially oriented research method capturing real-life data without manipulation, having flexibility, high phase validity, speed in results, and being cost-effective.

What are some disadvantages of focus groups mentioned in the transcript?

Disadvantages include less control over participants compared to individual interviews, the need for special moderator skills, difficulties in assembling groups, challenges in maintaining a conducive environment, and the potential for group conformity and groupthink.

How does the transcript address the issue of group conformity and groupthink in focus groups?

The transcript acknowledges that one member may dominate the discussion, leading to conformity and groupthink where other participants may comply with the dominant member's views, which can hinder in-depth analysis.

Outlines

00:00

🔍 Challenges in Qualitative Thematic Analysis

The speaker begins by addressing the intricacies of qualitative thematic analysis, highlighting its potential shortcomings. These include the risk of losing sight of the broader context of coded data within a transcript, particularly in dynamic group discussions where the direction can change unpredictably. The speaker also touches on the difficulties in selecting relevant material from a wealth of conversational data, the challenge of attributing appropriate weight to specific contexts, and the dilemma of prioritizing participants' orientations. The resolution to these issues often lies in selective quotations that emphasize participants' experiences, as suggested by Wilkinson, who distinguishes between quantitative and qualitative analyses.

05:07

📊 Distinguishing Qualitative and Quantitative Analysis

This section delves into the differences between qualitative and quantitative content analysis, as per Wilkinson's perspective. The quantitative approach is characterized by frequency counts, while qualitative analysis relies on illustrative quotations to convey depth of experience. Both methods use the cause as a unit of analysis and organize mentions under categories or themes. However, quantitative analysis focuses on systematically recording the number of mentions within each category, whereas qualitative analysis captures the manner in which experiences are expressed, giving voice to the participants' emotions and words under each category heading. The constructionist method is introduced as a distinct approach, focusing on the interaction process within a focus group and the sequential construction of meaning.

10:11

🏗️ The Constructionist Method in Focus Group Analysis

The constructionist method is explored as an approach to qualitative analysis that examines the interaction process within focus groups. It emphasizes the direction and sequence of the group discussion, aiming to reveal the local and sequential construction of meaning. The method involves creating a cautious environment for data generation, which can be withdrawn when challenged. The focus is on how participants skillfully navigate the constraints and opportunities of the conversation sequence, with the researcher aiming to establish participants' understanding directly from the talk. The method seeks to identify positive aspects of behavior and understand their functions within particular sequences of talk.

15:13

🌟 Advantages and Disadvantages of Focus Groups

The final paragraph discusses the advantages and disadvantages of using focus groups as a research method. Advantages include its social orientation, capturing real-life data without manipulation, flexibility, high phase validity, speed of results, and low cost. However, disadvantages include less control over participants compared to individual interviews, the need for special moderator skills, difficulties in assembling groups, challenges in maintaining a conducive environment, and the potential for group conformity and groupthink. The speaker concludes by summarizing the constructionist method's focus on direction and sequence in discussions, providing a structured approach to analyzing focus group conversations.

Keywords

💡Qualitative Thematic Analysis

Qualitative Thematic Analysis is a research method used to identify, analyze, and report patterns (themes) within qualitative data. It is integral to understanding the video's theme as it discusses the drawbacks and benefits of this method. For instance, the script mentions that a major drawback is losing sight of how coded data fits within the entire transcript, illustrating the complexity of thematic analysis in capturing the essence of group discussions.

💡Coded Data

Coded data refers to information that has been assigned a code or label to facilitate its analysis. In the context of the video, coded data is initially identified by the researcher but may become mismatched as discussions progress, highlighting the dynamic nature of qualitative research and the challenges of maintaining data relevance.

💡Focus Group

A focus group is a form of qualitative research in which a group of participants is asked about their perceptions, opinions, and attitudes towards a product, service, or concept. The video emphasizes the importance of focus groups in social psychology research, noting their advantages such as capturing real-life data without manipulation and their disadvantages like group conformity.

💡Content Analysis

Content analysis is a research technique used to analyze and interpret textual material. The video script contrasts content analysis with thematic analysis, noting that content analysis can quantify responses based on frequency distribution, whereas thematic analysis provides in-depth meaning through illustrative quotations.

💡Constructivist Method

The constructivist method is a qualitative research approach that focuses on the process of interaction within a group and the construction of meaning. The video describes this method as different from content and thematic analysis, emphasizing the importance of sequence and direction in discussions, and how it provides a unique perspective on understanding participant interactions.

💡Interpretive Account

An interpretive account is a narrative constructed by researchers to make sense of the data collected. The script mentions that selective quotations from participants help in creating an interpretive account, showing how researchers prioritize certain responses to better understand and convey the participants' experiences.

💡Participant Orientation

Participant orientation refers to the perspective or stance that participants take during a discussion. The video script discusses the challenge of prioritizing participants' orientations in presenting an interpretive account, indicating the need to identify which participant's response best reflects or understands the issues at hand.

💡Quantitative Analysis

Quantitative analysis involves the use of numerical data to support or refute research hypotheses. The video script explains how quantitative analysis in content analysis is presented through frequency counts, contrasting it with the qualitative analysis that relies on illustrative quotations to convey depth.

💡Sequence of Interaction

Sequence of interaction refers to the order and connection of events or statements within a conversation. The video emphasizes the importance of this sequence in the constructionist method, where the direction and flow of discussion are crucial for understanding how meaning is constructed by participants.

💡Group Conformity

Group conformity is a psychological phenomenon where group members adjust their attitudes and behaviors to align with those of the group. The script identifies group conformity as a disadvantage of focus groups, as it may suppress individual expression and lead to a lack of diverse perspectives.

💡Ecological Validity

Ecological validity refers to the extent to which research findings can be generalized to real-world settings. The video script highlights the high ecological validity of focus groups, noting that the natural environment and uncontrolled interactions contribute to the richness and authenticity of the data collected.

Highlights

Discussion of drawbacks and benefits of different kinds of thematic analysis in social psychology research.

Major drawback of qualitative thematic analysis is losing sight of coded data's context within the whole transcript.

Challenge of maintaining connection between codes and interaction during in-depth group discussions.

Issue of themes derailing or being derailed by ongoing conversation in qualitative thematic analysis.

Key issues in selecting relevant material and giving due weight to specific context in qualitative thematic analysis.

Difficulty in prioritizing participants' orientations and responses in interpretive accounts.

Solution to issues through selective quotations from participants' in-depth experiences.

Wilkinson's identification of differences between quantitative and qualitative analysis in content and thematic analysis.

Quantitative analysis presented through frequency counts, qualitative through illustrative quotations.

Unit of analysis and organization using category themes remain common in both content and thematic analysis.

Constructionist method focuses on the process of interaction within a focus group and local sequential construction of meaning.

Data in constructionist method is generated and withdrawn within a cautious environment.

Turn-by-turn organization of conversation and speakers' skillful attention to constraints and opportunities in constructionist method.

Constructionist method allows researcher to establish participants' own understanding displayed directly in the talk.

Advantages of focus group discussions including natural interaction, flexibility, high face validity, and low cost.

Disadvantages of focus groups such as less control, need for moderator skills, difficulty in assembling groups, and risk of group conformity.

Constructionist method's unique approach to qualitative analysis with a focus on conversation direction and sequence.

Transcripts

Hello friends, welcome back.

I will continue my discussion with focus group in lecture 8, that is methods adopted in social

psychology.

In the previous discussion, I have talked about qualitative content analysis and qualitative

thematic analysis.

In this discussion, I will also talk about some drawbacks and benefits of different kind

of thematic analysis.

So the major drawback of qualitative thematic analysis is that it can lose sight of where

the coded data sit within the whole transcript.

This is but natural that whenever a group discussion is being initiated by the moderator,

then the discussion can go in any direction.

So maybe initially the codes have been identified by the moderator or the researcher and initial

collection of codes is being done.

With the gradual process of in-depth discussion, the coding can mismatch with the ongoing interaction

and the researcher can lose sight of the connection between the codes and the interaction.

So this becomes a major drawback of qualitative thematic analysis.

Initially the themes can be identified by the researcher but with the gradual process

of in-depth discussion and conversations, the themes can derail or the ongoing conversation

can derail the identified themes of the researcher.

So this becomes the drawback of qualitative thematic analysis.

There are also some other key issues in qualitative thematic analysis such as how to select the

material to present.

Now when the discussion goes on, there can be unnumber of conversations and responses

given by the participants.

How to pick those relevant material to be researched that becomes a key issue in qualitative

thematic analysis.

The other is how to give due weight to the specific context within the material was generated.

Even the material that is being transcribed generates a number of material of conversation.

How to relate and choose which conversation is more relevant to the theme that becomes

a difficult task in qualitative thematic analysis because so many themes generates, so many

codes generate, so many conversations generate.

How to give more weightage to one particular conversation and less weightage to another

because it can affect the interpretive repertoire process and at the same time in general interpretation

of the researcher.

And the other is how best to prioritize participants orientations in presenting an interpretive

account.

Because any individual participant is being studied, then how to identify and prioritize

that which participant has better orientation to understand or reflect the own problems

that becomes a major issue in qualitative thematic analysis because every participant

response is very important in its own way.

But how to prioritize that which participant has given a more relevant response because

every participant's response is relevant in its own way.

But it becomes difficult to for the researcher to decide and give more priority to one particular

orientation of the participant.

Therefore, we can say that according to Wilkinson, these issues are usually answered by selective

quotations from what participants says.

So, the only solution to these issues is that how every participant answers all the questions

or in the during the conversation in a very selective manner.

There can be any particular response of the participant that emphasizes the participants

experience, in-depth experience.

For instance, any participant would say that chemotherapy during the treatment of breast

cancer was cruciating or it was crucial.

I somehow survived.

So, all these words which are being quoted by the participants in during the conversation

that helps in selecting the quotations of the participants and then giving priority

to create an interpretive account by the researcher.

So, this is how these issues are being resolved.

But definitely these issues also becomes a drawback of qualitative thematic analysis.

Thus, Wilkinson helpfully provided two different analyses, the quantitative and qualitative.

Although it is qualitative, but definitely Wilkinson has identified a thin line difference

between qualitative and quantitative analysis which marks a major difference also between

these two types of methodology.

The results of the quantitative context analysis are present in content analysis are presented

in frequency counts.

As I told mentioned in the previous discussion that the responses can be also be tabulated

to a certain point of time.

We can identify the frequency or the counts to one particular response that is through

content analysis where responses can be quantified based on frequency distribution.

While the results of qualitative analysis are presented as illustrative quotations that

is about thematic analysis.

In content analysis still there are chances to quantify the responses based on frequency.

One particular word is recurring under a particular theme or code or the participant.

Whereas in thematic analysis there are illustrative quotations which gives in-depth meaning to

their experiences, which gives social account of every particular participant.

Although both the analysis mentions a cause as the unit of analysis and organize these

mentions using category theme.

That unit of analysis will remain the same because that is the cause of the discussion,

cause of the problem and how those causes are being identified under different themes

that is very much common in both the kind of analysis that is content analysis and thematic

analysis.

Further quantitative analysis systematically records the number of mentions within each

category summarizing what these mentions are.

While in qualitative analysis records the words in which the mentions are couched.

Couched here means in what manner the experience, the words, the emotions are been expressed

by the participants presenting them as quotations under each category heading.

So, this is again a thin line difference between qualitative and quantitative analysis in content

analysis the number of mentions in terms of frequency.

And summarizing those frequency that this is the percentage that the people have identified

this kind of feeling.

Whereas in qualitative thematic analysis that analysis based on the records of the words

which are mentioned based on the style of expression or sharing of experiences by the

participants.

It is couched that means the way the experiences have been shared by the participants and presenting

them those quotations under every different category heading.

So, this is how Wilkinson has identified the difference between qualitative and quantitative

analysis based on content analysis and thematic analysis.

The other third method is constructionist method.

This has a very different meaning to understand which we have discussed till now about qualitative

content analysis and qualitative thematic analysis.

This is something way different from the other two methods we have discussed because when

we are talking about constructionist methods.

The most basic understanding about this method is that whenever the participants engage in

any kind of in depth discussion then there is some kind of direction or sequence of discussion

that catches or connect from one topic to another to the other third and participants

try to connect the dots which gives out a different meaning.

So, there is sense of construction of meaning to that particular experience.

So, when we are talking about constructionist method it is an approach to qualitative analysis

that seek to analyze the process of interaction within a focus group.

Here the process is the direction in which the group discussion takes on and how there

is a sequence in that interaction rather than inferring meaning from what one person says

and the aim is to expose the local and sequential construction of meaning.

Local and sequential here means local what instantly participants tend to express and

how those local experiences or expressions are forming into a sequence.

There is a series or connection of dots among all those expressions that comes out to be

another way of discussion of the participants.

In this method the data is generated within a cautious environment and subsequently withdrawn

when challenged.

A particular environment is been created in the focus group discussion by the moderator.

It can be a particular topic, research topic, it can be a particular trigger, trigger of

emotion and how participants are discussing or revealing their own feelings, emotions,

ideas and opinions about that particular topic that makes the environment very cautious and

as soon as the discussion becomes derailed then immediately the discussion can be terminated

or it can be withdrawn.

This approach makes sense within the turn by turn organization of any conversation.

There can be a way to channelize the communication within the focus group that one participant

first of all participant A will be given a chance to express then participant B, C and

D and there is a direction and sequence of interaction that plays within the group itself.

So, the focus group speakers skillfully attend to the constraints and opportunities presented

by positioning of what they say within a sequence of turns.

So, here the focus group speakers skillfully attend the constraints and opportunities presented

by the positioning of what they say within a sequence of turns.

So, whenever there is a turn by turn way to give opportunity to every focus group speaker

or the participant they make it a point to be very cautious of what they respond.

This is constructionist method.

I repeat that the focus group speakers skillfully attend to the constraints and opportunities

presented to them by positioning of what they say within a sequence of turns.

When there is a sequence there is a direction given to that interaction then even the participants

becomes cautious enough that how to constraint and how to evolve or respond to a particular

event.

So, this makes a constructive way to analyze human behavior while identifying important

aspects of the responses and controlling not to respond in a particular manner.

So, this is a nature of constructionist method used in qualitative analysis where the participants

are also constrained and at the same time they seek opportunity to express themselves

in a very directional manner because there is a sequence of conversation that takes place

within the group itself.

The researcher can establish participants own understanding as displayed directly in

the talk.

When there is a sequence of interaction then even researchers can establish participants

own understanding.

Participants themselves become so conscious what to speak and what not to speak which

can give a very concrete structure to that discussion.

In other words we can say that the statements with positive thinking are treated as actions

and seek to understand their functions in particular sequences of talk.

For instance every member of the group where women suffered from breast cancer while they

are sharing their experiences may be based on their own experiences they will constraint

themselves not to share a particular information or experience rather they would also share

at the same time that how they build up their own willingness to cope up with that problem

that chronic illness and how they have evolved as a new person.

So, there is a possibility for the researcher to identify the positive aspects of behavior

and how that behavior is reflected in their action.

So, this gives a sequence or sequential way of conversation among members because participants

also become very conscious of share experience and what not what they can display directly

and how it is being identified in form of their behavior, in form of their responses

and in form of their action.

So, this is how constructions method involve focus group conversations or discussion in

a very concrete and structured manner as the term implies constructionist method.

Next comes advantages of focus group.

There are certain advantages of focus group as well.

The technique is a socially oriented research method capturing real life data in the social

environment.

There is no manipulation in the environment.

There is no manipulation or no information is being concealed from the participants and

participants tend to interact and behave in a very natural course of action.

It has flexibility, it has high phase validity, it has speed results and it is low in cost.

As it implies since no manipulation is being done in the environment.

So, there is lot of flexibility in the environment as well as in the cost because no cost is

required to manipulate the environment and at the same time people are free to respond

in their own way.

And the most important advantage is that it has high phase validity which entails that

this is a most powerful advantage of focus group while gaining insights into the nature

of human affairs with lot of complexity.

Whatever the researcher purports to measure he or she is measuring the same in a very

natural setting in a very rich complex environment and how they are gaining insights, natural

insights of human behavior.

So, this is the most advantageous point of focus group that it has high phase validity.

What we are seeing?

We are observing and we are sharing the same thing with the participants and the participants

with the researcher.

The other disadvantages of focus group are that the researcher has less control on the

participants than the individual interviews that is the difference also.

That in interviews there is a controlled environment and in focus group there is no control on

the participants and the environment and the interviewer or the researcher has to completely

depend on the natural responses that the responses come to them and how they handle those responses

in a very raw manner.

Moderators require lot of special skills to stimulate those discussions for in depth analysis.

There is a difference between groups and within the groups or between groups.

For example, if any researcher wants to make a comparative analysis between two types of

groups regarding one social problem then it can be found that the two groups are not aligning

on the same wavelength and there can be some troubles which can be created by any particular

group.

At the same time groups are difficult to assemble because it is very difficult to convince group

members to be part of the study and to what extent they are true to their experiences

and responses.

The other is that a discussion must be conducted in a conducive environment.

There has to be a complete consent between the researcher and the participant that whatever

response they will give they are true to the best of their knowledge and how those responses

will be helpful to the researcher.

The most important significant problem that has been identified as a disadvantage of the

focus group is that sometimes there is problem of group conformity and group think as well.

When people are discussing within the group maybe one member would dominate the discussion

then first of all the other members will not get enough chance and time to express their

own ideas, opinions, feelings and experiences.

And sometimes also when any member dominates the discussion then there is a tendency of

conformity and group think also arises and the other participants tend to comply with

what one dominating member is saying so.

So all these problems can also create a hindrance or obstruction in analyzing the in or making

an in depth analysis of the themes or the content that is being reflected in the conversations

or group discussions of the focus group.

So these are the advantages and disadvantages of focus group along with the discussion of

qualitative thematic analysis, content analysis and constructionist method.

Where to identify?

Constructionist method is one of the most different method from thematic and content

analysis because in constructionist method there is a particular direction that is being

offered to the discussion so that the responses are being collected to one particular topic

and direction.

So, the conversation is not haywired it is sequential and it is related to previous and

the forthcoming conversation.

So I end up my discussion here.

Thank you so much.

I will meet you in the next class.

Thank you.

Thank you very much.