Qualitative Data Collection Methods

3.4.2.1 Individual Interviews

The University of Leicester (n.d.) provided that the approaches for the collection of for qualitative research usually involved: interaction with individuals directly, one on one basis; or interaction with individuals as part of a group in a direct manner. An advantage of the qualitative approach was that the facts was usually richer having profound insight into the phenomenon being studied. The leading methods to collect qualitative data were: Individual Interviews, Focus Groups, Observations, Self-study and Action Research. These methods were described in further detail: The University of Leicester (n.d.) explained that interviews could be unstructured, semi structured or structured. Table 3.3 (University of Leicester) presented the differences between the types of interviews.

Table 3.3: Types of interviews

Unstructured Semi structured Structured

 Comprehensive interviews  Not fully structured

 Topics discussed were limited  Interview questions by the

interviewer may be founded on the interviewee or the previous response

 This allowed for the covering of all areas in greater detail

 Involved wanting to know more about a specific topic

 At times referred to as focused interviews

 Questions are open ended  A series of broad questions might

prompt the interviewee

 Opportunities to discuss the topic in greater detail is provided due to the open-ended nature of the questions

 Allows the interviewee to be prompted to elicit more information

 Same questions phrased to all of the participants in the same manner

 Very structured with tight schedules

 Questions might be phrased to obtain limited range of responses  If the schedule is too tight or very

structured might result in the phenomena not being explored in its entirety

Source: University of Leicester

The type of interview used for this particular study was the use of semi structured interviews. The semi structured interview allowed for more detailed discussion in respect of the questions posed. To achieve this the author used open ended questions. The author was able to prompt the participants to provide more information or elaborate on a thought.

3.4.2.2 Focus groups

The University of Leicester (n.d.) explained that when one wanted to obtain information from groups opposed to individuals the focus group was the ideal method.

Having interviews with groups were useful as it was ideal when resources were limited were available, limited finances, not a lot of time available and the number of people needed. It allows for greater insights into the dynamics of the group specifically looking at the causes and consequences. Allows for collective engagement in order to understand a specific phenomenon, greater understanding of the circumstances, opinions of others and the behaviours displayed in this regard.

The purpose of the focus group was to draw on the feelings of participants, views and beliefs. This method requires the use of a range of skills by the researcher, for instance, facilitation, moderation, skills to work with groups, listening skills and observation skills, as well as the ability to analyse.

The use the focus group as another source of data as used for this particular study. These proved to be useful in that the participants had something in common which were important for the study.

3.4.2.3 Observations

The University of Leicester (n.d.) explained that the observations may take place in a familiar and comfortable setting where the researcher would take lengthy and descriptive notes of what was taking place. However, it was argued that there were limits to the circumstances that could be observed in familiar surroundings and the occurrence of the research may lead to issues with validity. The limitations may include: participants changing their behaviour when they know that they were being observed; the researcher might miss something while they were busy watching and taking notes; making judgments of value statements or misunderstandings of what had been observed.

It might be required of the researcher to become a participant observer, to be recognized and further comprehend the mechanisms of the social phenomenon. The techniques used for the collection of data through observation were listed below:

1. Written descriptions

 Written accounts of the people, circumstances or situations;

 Limitations include: while taking notes one could disregard an observation, could be focused on specific events or situations, allows for the interpretation to be subjective.

2. Video recording

 Notes can also be recorded;

 A limitation would be that people may feel restricted and act unnaturally in front of the camera at times even trying to evade the camera;

 The camera may not capture everything in its entirety.

3. Photographs and artefacts

 Convenient when gathering observable information;  Artefacts (include objects of meaning).

4. Documentation

 Documents relevant in order to extract information.

3.4.2.4 Self-Study

Self-study could be used when one wants to observe an area of one’s work to get a response or gain improved insight.

3.4.2.5 Action Research

Action research involves performance of doing it. The researcher will make sure it happens, the active involvement in the scheduled intervention. Action research allows for collaboration and practical intervention.

For this particular study documentation as a source allowed for the interrogation of content to determine commonalities, approaches of departments aligning to the ISO standard.