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A Methodological Framework For Projecting Brand Equity: Putting Back The Imaginary Into Brand Knowledge Structures, George Rossolatos
A Methodological Framework For Projecting Brand Equity: Putting Back The Imaginary Into Brand Knowledge Structures, George Rossolatos
The Qualitative Report
The aim of this paper is to outline a methodological framework for Brand Equity planning with structuralist rhetorical semiotics. By drawing on the connectionist conceptual model of the brand generative trajectory of signification (Rossolatos 2013a, 2013g) it will be displayed in a step-wise fashion how a set of nuclear semes and classemes or an intended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The suggested methodological framework focuses on the strength and uniqueness …
The Good, The Bad, And The Ugly: The Construction Of Othering In Edward Bliss Emerson's Caribbean Journal Of 1831-1832, Alma Simounet
The Good, The Bad, And The Ugly: The Construction Of Othering In Edward Bliss Emerson's Caribbean Journal Of 1831-1832, Alma Simounet
The Qualitative Report
This paper examines the vocabulary, grammar structures and rhetorical devices that appear in Edward Emerson’s journal based on his trip to the Caribbean. The end-in-view is to identify the devices that Emerson utilized, mostly unconsciously, in his depiction and construction of others; in the case of this journal, of the peoples he encountered in the Caribbean. The methodological approach of critical discourse analysis guides this examination.
Racial And Ethnic Diversity In Grounded Theory Research, Claire Burke Draucker, Halima Al-Khattab, Dana D. Hines, Jill Mazurczyk, Anne C. Russell, Pam Shockey Stephenson, Shannon Draucker
Racial And Ethnic Diversity In Grounded Theory Research, Claire Burke Draucker, Halima Al-Khattab, Dana D. Hines, Jill Mazurczyk, Anne C. Russell, Pam Shockey Stephenson, Shannon Draucker
The Qualitative Report
National initiatives in the United States call for health research that addresses racial/ethnic disparities. Although grounded theory (GT) research has the potential to contribute much to the understanding of the health experiences of people of color, the extent to which it has contributed to health disparities research is unclear. In this article we describe a project in which we reviewed 44 GT studies published in Qualitative Health Research within the last five years. Using a framework proposed by Green, Creswell, Shope, and Clark (2007), we categorized the studies at one of four levels based on the status and significance afforded …
Growing Up With A Mother With Depression: An Interpretative Phenomenological Analysis, Hanna Van Parys, Jonathan A. Smith, Peter Rober
Growing Up With A Mother With Depression: An Interpretative Phenomenological Analysis, Hanna Van Parys, Jonathan A. Smith, Peter Rober
The Qualitative Report
The aim of this study was to explore the childhood experience of living with a parent with depression from a retrospective point of view. Five women between 39 and 47 years of age, who grew up with a mother with depression, were interviewed about their current perspectives on their childhood experiences. Interviews were semi-structured and the data were analyzed using interpretative phenomenological analysis. Data analysis led to a narrative organized in two parts. The first part (retrospective understanding of childhood experiences) reports on feelings of desolation contrasted to exceptional support, context-related dwelling on own experiences, and growing into a caring …
Qualitative Research By A Non-Hierarchical Team, José G. Rigau-Pérez, Silvia E. Rabionet, Annette B. Ramírez De Arellano, Wilfredo A. Géigel, Raúl Mayo-Santana, Alma Simounet
Qualitative Research By A Non-Hierarchical Team, José G. Rigau-Pérez, Silvia E. Rabionet, Annette B. Ramírez De Arellano, Wilfredo A. Géigel, Raúl Mayo-Santana, Alma Simounet
The Qualitative Report
In this and subsequent issues, The Qualitative Report will publish eight articles about a journal written by Edward B. Emerson (1805-1834), a younger brother of American philosopher and writer Ralph Waldo Emerson. This introduction will describe the origins of the project, the sources, the process and the outcomes of the collaboration. The authors hope to document and illustrate the richness and value of interdisciplinary qualitative inquiry, while providing specifics of how the Emerson Journal Project evolved. We provide examples to illustrate the characteristics of effective teamwork, but also present the challenges along the way and how they were surmounted. The …
Couples' Conceptualizations Of Problems In Couple Therapy, Cameron Kiely Froude, Rachel B. Tambling
Couples' Conceptualizations Of Problems In Couple Therapy, Cameron Kiely Froude, Rachel B. Tambling
The Qualitative Report
While a great deal is known about the problems that clients bring to therapy, little is known about the way in which clients conceptualize problems during the course of couple therapy. Understanding clients’ conceptualizations of problems is important because it provides the therapist with a client-centered context on how to approach discussions about the problems during the course of treatment. This manuscript provides the results of an exploratory qualitative inquiry concerning how clients conceptualize problems during therapy and across the trajectory of treatment. The sample consisted of 26 individuals comprising 13 couples attending couple therapy. Participants completed a semi-structured interview …
Representations Of Middle Age In Comedy Film: A Critical Discourse Analysis, Margaret Gatling, Jane Mills, David Lindsay
Representations Of Middle Age In Comedy Film: A Critical Discourse Analysis, Margaret Gatling, Jane Mills, David Lindsay
The Qualitative Report
The discourse of middle age includes a commonly-held perception that it is a time of crisis resulting in unusual, atypical, dramatic or extravagant behaviours. The aim of this study was to find out if the discourse of middle age, as depicted in comedy film, supports this stereotype. Three comedy films were reviewed using dispositive analysis to critically-evaluate the actions, objects and language employed to represent middle age on-screen. The findings show that crisis, sparked by a fear of ageing and with some distinct gender differences, is a frequent feature of on-screen middle age. Building on the generally accepted hypothesis that …
Through Their Lens: The Potential Of Photovice For Documentation Of Environmental Perspectives Among Kenyan Teachers, Cassie F. Quigley, James Dogbey, S. Megan Che, Jeffrey Hallo, Patrick Womac
Through Their Lens: The Potential Of Photovice For Documentation Of Environmental Perspectives Among Kenyan Teachers, Cassie F. Quigley, James Dogbey, S. Megan Che, Jeffrey Hallo, Patrick Womac
The Qualitative Report
This study explores the potential of photovoice for understanding environmental perspectives of teachers in the Narok District of Kenya. The objective of this paper is to share this photo-methodology with environmental educators so they may use it as an innovative methodological tool to understand the construction of environmental perspectives. The researchers analyzed the digital images and the accompanying narratives for themes emerging for each of the key terms. The researchers utilized Critical Visual Methodology to guide the data analysis. Each photograph was coded according to its site of audiencing (including both compositionality and social modalities). The themes - shares local …
Teacher Educators Wrestling With Issues Of Diversity In Online Courses, Kristine S. Lewis Grant, Vera J. Lee
Teacher Educators Wrestling With Issues Of Diversity In Online Courses, Kristine S. Lewis Grant, Vera J. Lee
The Qualitative Report
This manuscript provides an overview of the findings of an ongoing qualitative exploratory study that examined how preservice and inservice teachers in two different online education courses (ED 600 and ED 500) developed an understanding of the multifaceted issues that affect diverse learners. The study also investigated the instructors’ reflections about their courses through their individual journals. An analysis of the study participants' Discussion Board posts and interactions online revealed how the Discussion Board forum was used as a critical, reflective space for participants' to engage in self-reflection and to exchange and challenge one another's ideas. The journals also revealed …
Culturometrics: A Constructionist Philosophy For Humanistic Inquiry In Qualitative Identity Research, Béatrice Boufoy-Bastick
Culturometrics: A Constructionist Philosophy For Humanistic Inquiry In Qualitative Identity Research, Béatrice Boufoy-Bastick
The Qualitative Report
Culturometrics is a new person-centred research philosophy that has shaped new tools for measuring and revealing the subjectivities of cultural identities. By focusing on tractable processes of identity communication rather than attempting to categorise the infinitely variable forms of identity outcomes it has developed intuitively acceptable computationally simple bridges across the qualitative /quantitative research divide. By reframing social constructs as cultural identities and categorising cultural groups by the fluidity of their membership it has extended the remit of traditional qualitative research. This paper gives a brief overview of the humanistic intentions of Culturometrics that underpin its objective methods for measuring …
Teacher Educators Using Encounter Stories, Danné E. Davis, Janna Jackson Kellinger
Teacher Educators Using Encounter Stories, Danné E. Davis, Janna Jackson Kellinger
The Qualitative Report
Many prospective teachers are unaware of the encounters that Black, heterosexual women or White lesbians face. Here, we present encounter stories—individual narratives of poignant encounters and interactions that we have experienced with people unlike us—to identify with and ultimately draw on their experiences. Subsequently, the narratives become data that not only inform our work as teacher educators and scholars but also are used to shape prospective teachers’ understanding of inimitable difference. Despite the heralded affirming visibility of Michelle Obama and Ellen Degeneres, oppressive practices and perspectives against Black women and lesbians continue. Our encounter stories are put forward as qualitative …
Three Adaptations Of The Japanese Comic Book Boys Over Flowers In The Asian Cultural Community: Analyzing Fidelity And Modification From The Perspective Of Globalization And Glocalization, Soo Jung Hong
The Qualitative Report
A wide variety of cultural products have been adapted into a brand new text in the process of globalization. The three adaptations of the Japanese cartoon, Boys over Flower, in the following countries: Japan, South Korea, and Taiwan have very similar storylines. The three storylines, although similar, have several modifications due to the differing audiences and goals of each series. Based on the idea of globalization; fidelity in the adaptation can be understood as emphasizing the shared values and community spirit between cultures while modifications can be interpreted as organizational gatekeeping. This study analyzes how the narratives in the three …
Could Neuro-Phenomenology Deepen An Interpretative Phenomenological Analysis Of Seizure Consciousness Drawings, Valerie Featherstone, Peter Campion, Anna Sandfield
Could Neuro-Phenomenology Deepen An Interpretative Phenomenological Analysis Of Seizure Consciousness Drawings, Valerie Featherstone, Peter Campion, Anna Sandfield
The Qualitative Report
This article proposes a methodological stance, an Interpretative Phenomenological Analysis (IPA) of participants’ drawings as one that is useful for research into people’s experiences of seizure consciousness. Using empirical examples located in an original, larger study, this article offers a rationale for, and illustrates the analytic potential of, this combination. It also considers that elicitation interviewing techniques and methods from the field of neuro - phenomenology could take this work further in terms of deepening the analysis by reaching people’s pre - reflexive conscious experiences. This theoretical and practical combination has the potential to develop this work significantly.
Deciphering Babel: Dis/Locations Of The Professional Self And The Second Language Curriculum, Sandra R. Barros
Deciphering Babel: Dis/Locations Of The Professional Self And The Second Language Curriculum, Sandra R. Barros
The Qualitative Report
In the following (auto) ethnographic study, I draw from Burdick’s (2012) analogy of qualitative research as “auto - archeology” and from parrhesia (Foucault, 1988) as a rhetorical device of self - definition and preservation to explore the interplay of power and identity within the context of second language education discourses. Specifically, I focus on the ways in which, through the creation of particular performative strategies, two educators working within the context of Liberal Arts institutions negotiate, construct and resist the everyday pressures and implied prejudices often associated with the curriculum and instruction of second languages in the United States. I …
Investigating Humor Within A Context Of Death And Tragedy: The Narratives Of Contrasting Realities, Brian D. Vivona
Investigating Humor Within A Context Of Death And Tragedy: The Narratives Of Contrasting Realities, Brian D. Vivona
The Qualitative Report
Crime scene investigators (CSIs) are subjected to many complexities of working in a context of death, trauma and tragedy. They experience this context in a more intimate manner than any other member of the criminal justice community. Within these challenging work settings in which human lives have ended, humor can emerge as crime scene investigators attend to their tasks. The research question this study addressed is “How is humor used to negotiate work experiences and make meaning from working in a context that includes death, trauma and tragedy?” CSIs were interviewed and provided narratives from their lived experiences regarding humor …
Five Vignettes: Stories Of Teacher Advocacy And Parental Involvement, Adrienne C. Goss
Five Vignettes: Stories Of Teacher Advocacy And Parental Involvement, Adrienne C. Goss
The Qualitative Report
Qualitative research can, and sometimes should, utilize fictional representations, particularly when attempting to connect to and collaborate with communities outside of the academy. This work utilizes an arts - informed methodology of representation to communicate the importance and potential consequences of teacher advocacy and parental involvement. Specifically, I use fiction as a mode of representing the interview data that my research participant and I generated. After analyzing the data using grounded theory methods, I chose to represent the data with five vignettes. Vignette 1 introduces the reader to Ms. Abeni, a public school teacher who is passionate about educating every …
Discursive Narrative Analysis: A Study Of Online Autobiographical Accounts Of Self-Injury, Olga Sutherland, Andrea V. Breen, Stephen P. Lewis
Discursive Narrative Analysis: A Study Of Online Autobiographical Accounts Of Self-Injury, Olga Sutherland, Andrea V. Breen, Stephen P. Lewis
The Qualitative Report
This article offers an innovation in narrative analysis afforded by incorporating analytic concepts from discourse analysis. We share some examples from our study of online autobiographical accounts of non - suicidal self - injury (NSSI) to illustrate the various aspects of a discursive narrative approach to research. We show how the participants construct events and experiences as sequentially linked and temporarily related using a range of discursive practices and devices, including producing contrasting descriptions of emotional states, using figurative language, vivid or vague descriptions, and extreme case formulations. The specific way in which experience was constituted as sequentially and causally …
Perceptions Of Elementary Teachers Who Educate Linguistically Diverse Student, Renee Greenfield
Perceptions Of Elementary Teachers Who Educate Linguistically Diverse Student, Renee Greenfield
The Qualitative Report
This study investigated elementary teachers’ perceptions of linguistically diverse students (LDS). Using Sociocultural Theory as a lens, nine elementary teachers responded to a case study dilemma about a LDS. This study was guided by the following question : How do elementary teachers from the same teacher preparation program perceive the LDS they educate? Data were analyzed using qualitative methods, including domain analysis. The majority of teachers associated the following perceptions with the LDS case: concern for the student, use of deficit language to describe student, assumption that the student’s families had limited English proficiency, and difficulties and assumptions surrounding the …
Brand Equity Planning With Structuralist Rhetorical Semiotics: A Conceptual Framework, George Rossolatos
Brand Equity Planning With Structuralist Rhetorical Semiotics: A Conceptual Framework, George Rossolatos
The Qualitative Report
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity planning. The main source of brand equity that is employed for exemplification purposes is the advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s generativist model of the trajectory of signification. Structuralist operations and operations of rhetorical transformation are posited as the basis for the generation of superior brand associations. The conceptual model put forward challenges the Greimasian assumption that a depth semantic structure is reducible to a binarist rationale, while adopting a connectionist approach in the form of associative networks. At the same time, …
2010 British General Election Leader Evaluations: Replicating Electoral Focus Group Research, Kristi Winters, Edzia Carvalho
2010 British General Election Leader Evaluations: Replicating Electoral Focus Group Research, Kristi Winters, Edzia Carvalho
The Qualitative Report
This research replicates and expands upon the qualitative electoral research of Winters and Campbell by using data from focus groups conducted in Essex, England to coincide with three leadership debates during the 2010 British general election. The Qualitative Election Study of Britain (QES Britain) broadly replicated Winters and Campbell’s research design but includes innovations in data collection to more accurately capture assessments. This innovation means the data coding are based entirely on the evaluations of the participants. In our analysis we innovate in the way we display each leader’s unique evaluation structure. To capture the salience and direction of leadership …
Using I Poems To Hear The Voices And Understand The Actions Of Edd Students Conducting Action Research, Ron Zambo, Debby Zambo
Using I Poems To Hear The Voices And Understand The Actions Of Edd Students Conducting Action Research, Ron Zambo, Debby Zambo
The Qualitative Report
There is a movement to redefine and refocus the Educational Doctorate to improve its effectiveness in producing scholarly practitioners, that is, individuals who have the ability to blend their practical wisdom and professional knowledge to identify, frame , and solve the problems of practice they face. The EdD at Arizona State University has chosen action research as its signature pedagogy to help students develop the habits of the mind, hands and heart they need to be effective leaders. This paper describes the program and provides six I Poems developed from dissertation proposals. I Poems helped us come closer to each …
Playing Set® To Discover Qualitative Data Analysis, Jean Scandlyn, Sarah Hautzinger
Playing Set® To Discover Qualitative Data Analysis, Jean Scandlyn, Sarah Hautzinger
The Qualitative Report
This article describes the use of an experiential classroom exercise using the card game Set® to introduce concepts related to qualitative approaches to research design and analysis, particularly those based in an interpretive framework. The multiple components of the game, which centers on visual pattern recognition, parallel the “organic” complexity of ethnographic investigation and demonstrate how strong interpretations can be supported with qualitative evidence. The first author adapted the exercise, originally developed by the second author for teaching undergraduate anthropology students, for use in workshops teaching qualitative research to mid - career professionals working on health - related projects in …
Empowering Indigenous Community Through Community Radio: A Case Study From Nepal, Sudhamshu Dahal, I. Arul Aram
Empowering Indigenous Community Through Community Radio: A Case Study From Nepal, Sudhamshu Dahal, I. Arul Aram
The Qualitative Report
The recently won People’s Democracy ( Loktantra ) in Nepal has transpired a contested yet ever demanding platform furthering rights and identity movements. The availability of alternative voices through community radios is a space to emancipate the identity movement towards indigenous empowerment and asserting their respectful and equitable entry in to “ New Nepal .” Within the theoretical framework of identity and democracy this research is based on the study of community radios as “ case study organizations .” We have used media ethnography and media text analysis including the observation to both corroborate and contradict with the participants’ understandings …
Prototype Modeling Vs. Item Response Theory – A Paradigm Shift For Measurement Professionals, Joseph Yeager, Linda Sommer, Juliette Faughnan, Christophe Geerkens
Prototype Modeling Vs. Item Response Theory – A Paradigm Shift For Measurement Professionals, Joseph Yeager, Linda Sommer, Juliette Faughnan, Christophe Geerkens
The Qualitative Report
In science, the usual research mode is to discover cause - and - effect mechanisms operating behind superficial reality. Aviation, for example, uses prototype modeling to develop improved aircraft from one generation to the next. In stark contrast to prototype modeling’s search for causal mechanisms, assessment technologies remain dominated by probability strategies — which is why psychological assessment lags behind the hard sciences. A major difference in results exists between inferences produced through item response theory versus the cause - effect prototyping strategies of aerospace and other techno - savvy industries. Parallel to aerospace strategies, systems analysis of language, using …
A Tool Also For Linguists: A Review Of Paul Sullivan’S Qualitative Data Analysis Using A Dialogical Approach, Grandon Goertz
A Tool Also For Linguists: A Review Of Paul Sullivan’S Qualitative Data Analysis Using A Dialogical Approach, Grandon Goertz
The Qualitative Report
Paul Sullivan (2013) introduces a method of speech analysis that uses a dialogical approach, which is distinguished from critical discourse analysis, phenomenological analysis, and grounded theory by its hermeneutic of trust. In this approach, data is analyzed using a pairing of bureaucratic and theoretical methods that indicates in the speech where the key moments are and where intonation expresses meaning. In the evaluation process subjectivity is defined and described. The types of data that would be especially suited to this approach include interviews, focus group speech, and conversation. This dialogic approach also has applications in the field of linguistics
The Therapeutic Interview Process In Qualitative Research Studies, Judith A. Nelson, Anthony J. Onwuegbuzie, Lisa A. Wines, Rebecca K. Frels
The Therapeutic Interview Process In Qualitative Research Studies, Judith A. Nelson, Anthony J. Onwuegbuzie, Lisa A. Wines, Rebecca K. Frels
The Qualitative Report
The purpose of this paper is to describe the systemic strategies used in marriage and family therapy relevant to interviews, via what we call the therapeutic interview process, that expand the meaning of a research study for both the counselor researcher and the participant(s). We outline the therapeutic interview process for conducting transformative - based interviews via similar strategies from a family systems perspective conceptualized by Charlés (2007). The central core of the interview process is the therapeutic conversation itself that involves the systemic whole. This therapeutic conversation is facilitated by debriefing interviews, whereby the counselor researcher is interviewed to …
“I Love My Work But...” The Professionalization Of Early Childhood Education, Margaret Boyd
“I Love My Work But...” The Professionalization Of Early Childhood Education, Margaret Boyd
The Qualitative Report
There are two separate but related issues that have challenged advocates, researchers and practitioners in the field of early education and care work for decades : improving the quality of children’s programs and increasing the wages and benefits of the workers. The solution has been framed as a need for professionalizing the workforce – professional development training, higher education and enhanced skills. While seeking professional status is expected to improve the quality of childcare programs and worker compensation, the relationship between quality, compensation and professional development training has not been fully explored. Through in - depth interviews with 32 early …
International Graduate Students’ Cross - Cultural Academic Engagement: Stories Of Indonesian Doctoral Students On An American Campus, Amirul Mukminin, Brenda J. Mcmahon
International Graduate Students’ Cross - Cultural Academic Engagement: Stories Of Indonesian Doctoral Students On An American Campus, Amirul Mukminin, Brenda J. Mcmahon
The Qualitative Report
The purpose of this study was to explore the lived experience of academic engagement of twelve Indonesian doctoral students attending an American graduate school during their first term and over time through demographic background surveys and semi - structured in - depth interviews. The research design was qualitative in the phenomenological approach (Creswell, 2007; Merriam, 1998; Moustakas, 1994; Patton, 1990). We analyzed our interviews data by using within - case and cross - case displays and analyses (Miles & Huberman, 1994) while we analyzed the demographic data descriptively. We identified five major themes related to Indonesian doctoral students’ academic engagement …
Native Speakers As Teachers In Turkey: Non - Native Pre - Service English Teachers’ Reactions To A Nation - Wide Project, Abdullah Coşkun
Native Speakers As Teachers In Turkey: Non - Native Pre - Service English Teachers’ Reactions To A Nation - Wide Project, Abdullah Coşkun
The Qualitative Report
Although English is now a recognized international language and the concept of native speaker is becoming more doubtful every day, the empowerment of the native speakers of English as language teaching professionals is still continuing (McKay, 2002), especially in Asian countries like China and Japan. One of the latest examples showing the empowerment of the native English speakers comes from Turkey planning to embark on a project to hire 40.000 native English - speaking teachers (NESTs) to collaborate with the local non - native English teachers (NNESTs) in English as a Foreign Language (EFL) classes in Turkey. This study tries …
Discourse Analysis: Examining Language Use In Context, Stephen Baffour Adjei
Discourse Analysis: Examining Language Use In Context, Stephen Baffour Adjei
The Qualitative Report
Discourse analysis is paramount in the negotiation and construction of meaning of the social world. Dis cursive psychologists believe that truth is a discursive construction and that the world can be represented in an unlimited number of ways. This paper discusses the importance of context and culture in discursive interactions. The paper discusses knowledge as situated and contingent and thus an explanation of a psychological phenomenon should take into account the context or culture and circumstances of social interactions. The relevance of positioning and intertextuality in discursive interactions and meaning making processes are highlighted. It is further discussed that people’s …