Bridging the conceptual gap between researcher and respondent by using simple rank ordering: an example from the Peruvian Andes

Abstract

Many studies using a qualitative approach attempt to understand the perception of people within their different cultural context. However, frequently, the way concepts are understood - mainly abstract in the case of the researcher, and more pragmatic in the case of the participant - may introduce bias and, hence, influence the way questions are phrased, understood, responded to and, ultimately, analysed and interpreted. The researcher’s questions are based on the researcher’s concepts and expectations. The respondent’s conceptual understanding either does not cater for these expectations at all, or provides answers prone to misunderstandings. Using a rank ordering method that 1) incorporates generally accepted and understood concepts and 2) is done as a simple paper and pen procedure, can form the basis for discussions of concepts the researcher is interested in, but from the respondent’s perspective. The method is demonstrated by using the example of Peruvian villagers’ views on a healthy community in relation to tourism impacts.