Zaltman Metaphor Elicitation Technique to identify the theory-practice connection in nurse education

Transcription

1 Zaltman Metaphor Elicitation Technique to identify the theory-practice connection in nurse education Dr. Mala Arunasalam, UK, Dr. Thayer McGahee, USA Dr. Betty Abraham-Settles, USA 1

2 AIM To use a marketing research tool known as Zaltman Metaphor Elicitation Technique in a nursing research study 2

3 Theory-Practice Connection UH USCA 6 weeks in the classroom and skills/simulation laboratories 50% in the university and 50% in practice 14 weeks in the classroom and skills/simulation laboratories 66% in the university and 34% in practice 2 weeks in a practice setting where they observe and/or participate in care with the guidance of their Mentor Students are allocated Mentors in practice Students work with their mentors and/or other staff. There is no standard guideline for Link Lecturers to visit students. Link Lecturers support practice staff and student nurses Mentors have completed a Nursing and Midwifery Council mentorship programme Mentor are expected to spend 40% of time with students 1 day per week for 7 weeks in an acute long term care setting providing patient care with their Clinical Professor Each Clinical Professor is assigned a maximum of 8 students to teach in practice Clinical Professors are responsible for student learning whilst collaborating with practice staff. Clinical Professors are expected to have their Nursing license and 2 years experience in the speciality in which they teach Clinical Professors spend 100% of the time with students 3

4 Paradigm Interpretive Research Design Hermeneutic Phenomenology Methodology Qualitative Method Zaltman Metaphor Elicitation Technique eleven-step interview protocol 4

5 Summary of Literature Review As a marketing research tool, ZMET is used to explore hidden thoughts and underlying mental patterns that lead to the customers feelings, actions and views Thoughts are shaped through experiences and occur as images and not words and can be expressed through the use of metaphors - based on the principle that approximately 95% of thoughts occur at the unconscious level, 80% of communication is non-verbal. Each step within the ZMET interview protocol justifies the previous step and identifies that thoughts, emotions and experiences are linked. 5

6 Purposive Sampling Academics 6 Link Lecturers 6 Clinical Professors 1 st year student nurses 6 student nurses from UK 6 student nurses from USA 6

7 Zaltman Metaphor Technique Step 1: Pre-interview Step 2: Storytelling Step 3: Missed images Step 4: Sorting task Step 5: Construct elicitation Step 6: Most representative image Step 7: Opposite image Step 8: Sensory images Step 9: Mental map Step 10: Summary image Step 11: Vignette 7

8 Guiding Questions How do you see your role as a Clinical Professor / Link Lecturer with your student nurses in the practice setting? As a student nurse, what do you feel your Clinical Professor / Link Lecturer does with you in the practice setting? 8

9 Link Lecturers & Clinical Professors images 9

10 1 st year student nurses UK & USA images 10

11 Data Analysis Interpretive Phenomenological Analysis Focus on exploring how participants make sense of the phenomena and the researcher interpreting meaning making to offer insights to the reader. 11

12 Recommendations Omit Step 8: Sensory images in the eleven-step interview protocol. Test emergent patterns with a mixed technique approach 12

13 Conclusion In this research that explored Link Lecturers, Clinical Professors and 1 st year student nurses conscious and unconscious thoughts, the findings support the use of ZMET as a valid and reliable data collection method. Although the findings cannot be generalized, it offered credible and meaningful insights. 13

14 References Plummer, J., Forr, J. and Bressette, K. (2012) Diving deep: Using ZMET to unearth insights about unconscious consumer thinking. In R. Kaden, G. Linda, and M. Prince (Eds.), Leading edge marketing research: 21stcentury tools and practices Thousand Oakes, CA: Sage. Van Manen M. (2014) Phenomenology of practice: Meaning-giving methods in phenomenological research and writing. Left Coast Press, California. Zaltman, G. (1997) Breaking out of the box: Meaning and means. Advances in Consumer Research. 24 pp Association for Consumer Research. Zaltman, G. and Zaltman, L. (2008) Marketing metaphoria: What deep metaphors reveal about the minds of consumers. Harvard Business Press. Chicago. 14

15 Questions 15