chapter 5: the range of research methods. the range the range (fig. 5.1) methodbrief description...
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Chapter 5: The Range of
Research Methods
The Range (Fig. 5.1)
Method Brief description
Scholarship Well-read, thinking deeply and creatively about a topic
Just thinking ‘Thinking’ part of scholarship.Existing sources 1: using the literature/ systematic reviews
Identifying, summarising, evaluating the research literature.
Existing sources 2: secondary data
Re-use of data originally collected by others for other purposes.
Observation Direct looking at behaviour or cameras.Qualitative methods Data in the form of words (images, sounds)
Questionnaire-based surveys Use of formal, printed list of questions: main quant. method in leisure/tourism research.
Experimental method The researcher controls the environment
Case study Focus is on one or a small number of cases
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative methods (Fig. 5.2)
Data collection methodIn-depth interviews One-on-one, lengthy interview, checklist rather
than questionnaireFocus groups Discussions with groups of people (typically 6-12)
led by a facilitator
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative methods contdData collection methodIn-depth interviews One-on-one, lengthy interview, checklist rather
than questionnaireFocus groups Discussions with groups of people (typically 6-12)
led by a facilitator.Observation Examined by the naked eye or use of camera. Participant observation Researcher as participant
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative methods contdData collection methodIn-depth interviews One-on-one, lengthy interview, checklist rather
than questionnaireFocus groups Discussions with groups of people (typically 6-12)
led by a facilitatorObservation Examined by the naked eye or use of camera. Participant observation Researcher as participantBiographical methods Subjects are invited to provide their own accountsAnalysis of texts Analysis of published or unpublished ‘texts’ (incl.
Images, TV, film, music, radio)
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Qualitative methods contdData collection methodIn-depth interviews One-on-one, lengthy interview, checklist rather
than questionnaireFocus groups Discussions with groups of people (typically 6-12)
led by a facilitatorObservation Examined by the naked eye or use of camera. Participant observation Researcher as participantBiographical methods Subjects are invited to provide their own accountsAnalysis of texts Analysis of published or unpublished ‘texts’ (incl.
Images, TV, film, music, radio)Ethnography Studying groups of people using a mixture of
methodsNetnography Ethnographic research based on internet activity
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Questionnaire-based surveys
• Two forms:– interview format: interviewer reads out questions from
questionnaire – respondent-completion format – respondent reads and
completes the questionnaire
• NB: ‘Interviews’ can be:– questionnaire-based or– in-depth/informal, check-list-based (see qual. above)
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire-based survey (Fig. 5.3)
Type Alternative nameHousehold survey Community survey or social surveyStreet survey Quota survey or intercept survey
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire-based survey (Contd)
Type Alternative nameHousehold survey Community survey or social surveyStreet survey Quota survey or intercept surveyTelephone survey -On-line survey Web-based surveyMail survey Postal survey
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire-based survey (Fig. 5.3)
Type Alternative nameHousehold survey Community survey or social surveyStreet survey Quota survey or intercept surveyTelephone survey -On-line survey Web-based surveyMail survey Postal surveySite or user survey Visitor survey, customer survey,
intercept surveyCaptive group survey -
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Subsidiary/cross-cutting techniques (Fig. 5.4)Technique Brief descriptionAction research Research committed to social outcomes, typically
involving collaboration with a client organisation
En route/intercept/ cordon surveys
Survey conducted with visitors entering, leaving or travelling to or from a site/destination
Conjoint analysis A process for studying people's choice processes by asking people to express preferences for hypothetical products with different combinations of attributes.
Content analysis Quantitative study of printed/written documents or static/moving images (see also qualitative methods).
Coupon surveys/ conversion studies
Analysis of returns from 'special offer', 'two for the price of one' etc. vouchers/ advertisements
Delphi technique studies
Process in which a sample of experts responds to questions about future events in repeated rounds ideally to achieve us
Subsidiary/cross-cutting contdTechnique Brief descriptionEpidemiology The study of geographical distributions of variables
(e.g. health status) among the population.
Longitudinal studies The same sample of subjects are repeatedly surveyed typically over a number of years.
Experience sampling method (ESM)
Subjects are contacted by mobile phone several times a day to record activities/feelings etc. as they go about day-to-day activities.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Historical research Research on past events.
Media reader/viewer/ listener surveys
Media report on surveys in which readers/listeners take part, typically on-line or via auto-phone-in.
Meta-analysis Examination/summary of many studies on one topic, typically with a key outcome measure such as a correlation coefficient.
Subsidiary/cross-cutting contdTechnique Brief descriptionNetwork analysis Study of links between individuals and/or organisations
involved in an activity (graphical/mathematical)
Projective techniques Subjects respond to hypothetical scenarios.
Perceptual mapping Subjects provide graphic representation of components of a problem/issue, typically collaborative.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Panel studies A sample of individuals recruited to a 'panel' who may take part in several surveys over a period of time.
Psychographic/ lifestyle studies
Data on a wide range of attitudes, values and socio-demographics analysed to determine distinctive psychographic/lifestyle groups/market segments.
Psychographic/lifestyle categories (Fig. 5.7)
VALS1. Survivor2. Sustainer3. Belonger4. Emulator5. Achiever6. I-Am-Me7. Experiential8. Socially conscious9. Integrated
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
4. Moderate means K. Asian communities L. Post-industrial families M. Blue-collar roots
5. Hard-pressed N. Struggling families O. Burdened singles P. High-rise hardship Q. Inner city adversity
Psychographics: ACORN1. Wealth achievers A. Wealthy Executives B. Affluent greys C. Flourishing
2. Urban prosperity D. Prosperous professionals E. Educated urbanites F. Aspiring singles
3. Comfortably off G. Starting out H. Secure families I. Settled suburbia J. Prudent pensioners
Subsidiary/cross-cutting contd
Repertory grid Pairs of contrasting descriptors elicited from respondents to form constructs; scores on constructs are analysed to form a perceptual picture.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Friendly Threatening
Cool Uncool
Technique Brief description
Q methodology Process in which subjects rank scale items (as above) depicted on cards.
Quantitative modelling
Quantitative method in which relationships between two or more variables are assessed statistically.
Subsidiary/cross-cutting contd
Multiple methodsTriangulation Two or more methods focus on the same phenomen-
on, providing confirmation or differing insights.
Counting heads Management task: various research approaches, needed in situations where usage/visitor numbers are not available from ticket sales.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Use of scales Batteries of 'stimulus items' (responded to via Likert-type scales.
Time-use surveys Survey in which respondents complete a detailed 1-2-day diary of activities.
Web-based research Research on, or using, the internet – see also 'netnography' under qualitative methods above.
Choosing methods
• Considerations (Fig. 5.11)
1. The research question or hypothesis2. Previous research3. Data availability/access4. Resources5. Time6. Validity, reliability, trustworthiness 7. Generalisability8. Ethics 9. Uses/users of the findings
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge