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KIT714 ICT Research Principles
Practical Qualitative Research Exercise
Type: In-Semester (Individual Assignment)
Task Length: 2,000 words max
Weighting: 15% of total assessment for this Unit
Due Date: 24th April 2017, 11:55pm
Submission: Completed Assignments need to be uploaded to MyLO by the due
date.
Description: This practical exercise will engage students in a qualitative research
exercise that will enable them to directly deploy skills, tools and techniques covered
in the unit. Each student will be required to complete the exercise and prepare a
written report that displays their level of research understanding and competence in
qualitative data analysis and interpretation.
Objectives of Assignment:
To increase understanding of the skills required to collect, analyse and
interpret qualitative research data;
To increase understanding of the relationships between data collection, data
analysis and data interpretation when conducting qualitative information
systems research;
To develop skills and competence in the conduct of qualitative information
systems research;
Background:
Qualitative research comprises 'an array of interpretive techniques which seek to
describe, decode, translate and otherwise come to terms with the meaning, not the
frequency, of certain more or less naturally occurring phenomena in the social world'
(Van Maanen:1983:9 - cited in Ticehurst & Veal:1999:94). 'The motivation for doing
qualitative research…comes from the observation that, if there is one thing which
distinguishes humans from the natural world, it is our ability to talk! Qualitative
research methods are designed to help researchers understand people and the social
and cultural contexts within which they live [and work]. Kaplan and Maxwell (1994)
argue that the goal of understanding a phenomenon from the point of view of the
participants and its particular social and institutional context is largely lost when
textual data are quantified.'
(See Myers: http://www.qual.auckland.ac.nz/).
Scenario:
You have been contracted to conduct an in-depth investigation into the use of Social
Customer Relationship Management (SCRM) in Tasmanian Companies.2
Requirements:
1. Describe and discuss THREE qualitative data collection techniques. Choose
ONE that you think is most appropriate to apply to the investigation. Justify
your choice.
2. Describe and discuss THREE qualitative data analysis techniques. Choose ONE
that you think is the most appropriate to apply to the investigation. Justify your
choice.3
Criteria
Outstanding
(HD)
Very Good
(DN)
Good
(CR)
Adequate
(PP)
Poor
(Fail)
Understanding of
qualitative data
collection methods
(20%)
Clear, complete and
critical discussion of
qualitative data collection
methods
Clear, thorough and
comprehensive discussion
of qualitative data
collection methods
Competent and mostly
complete discussion of
qualitative data collection
methods
Basic but reasonably
competent discussion of
qualitative data
collection methods
Failed to provide a
competent discussion of
qualitative data collection
methods
Understanding of
qualitative data
analysis methods
(20%)
Clear, complete and
critical discussion of
qualitative data analysis
methods
Clear, thorough and
comprehensive discussion
of qualitative data analysis
methods
Competent and mostly
complete discussion of
qualitative data analysis
methods
Basic but reasonably
competent discussion of
qualitative data analysis
methods
Failed to provide a
competent discussion of
qualitative data analysis
methods
Justification
(40%)
Excellent justification
provided for your choice
of qualitative data
collection and data
analysis techniques using
a comprehensive range of
relevant and current
literature from credible
sources
Very good justifications
provided for your choice of
qualitative data collection
and data analysis
techniques using a wide
range of relevant and
current literature from
credible sources
Good justification for your
choice of qualitative data
collection and data
analysis techniques using
a range of relevant and
current literature from
credible sources
Sufficient justification
provided for your choice
of qualitative data
collection and data
analysis techniques
using limited amount of
supporting literature
No justification provided
for your choice of
qualitative data collection
and data analysis
techniques using very
little or no use of
supporting literature
Communicating in
writing
(20%)
A professionally formatted
document using
language that was suitable
for publication in an
academic setting
Produced a professionally
formatted document using
language that was
appropriate for the
audience.
Produced a document
that was appropriately
formatted with
language that required
improvement to better
suit the audience.
Produced a document
that was appropriately
formatted with language
that required
improvement to better
suit the audience.
Document was poorly
presented and contained
numerous spelling and/or
grammatical errors.