23E80101 Qualitative Business Research Methods Introduction to qualitative research

Transcription

1 23E80101 Qualitative Business Research Methods Introduction to qualitative research Anastasia Seregina

2 What qualitative research is Why and when qualitative research is useful What are research paradigms and how do we approach them

3 What is qualitative research? 3

4 Qualitative research is a very broad umbrella term There are a number of research traditions that belong under the label that are interested in different phenomena, used different methods, focus on different levels of analysis, and have, different set of philosophical assumptions 4

5 Discourse analysis Ethnography Action research Historical research Grounded theory Conversation analysis Case study Art-based research Narrative research Ethnomethodology

6 All approaches share, to some extent Interest in forming in-depth understandings of social phenomena Interest in (cultural) meanings Reality is seen (to some extent) as socially constructed Information and knowledge are seen as contextual No attempts to form universal theories 6

7 simplifying the complex complicating the simple 7

8 What are the benefits? 8

9 Can provide rich and detailed descriptions about phenomena

10 Qualitative research produces allows us to study abstract phenomena that are not easily quantifiable

11 Qualitative research allows us to study new phenomena that we know little about

12 Philosophy of science 12

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14 Philosophy Philosophy in general means study of very fundamental human problems: Existence Knowledge, Values Ethics etc. Can be roughly described as a person s beliefs or worldview

15 Philosophy of science In the context of science, philosophy refers to systematic critical evaluation of what science is and what science should be

16 Philosophy of science What are the basic questions that philosophy of science deals with?

17 Ontology Nature of being Epistemology Nature of knowledge Axiology Nature of value Methodology System of methods used for research Method Particular procedure of data collection and analysis

18 Together these form paradigms A worldview A way of seeking knowledge (Hudson and Ozanne 1988) A coherent set of assumptions about ontology, epistemology, and methodology You always have one, regardless of whether you are explicit about it or not

19 THEORY PARADIGM!

20 20

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22 Hudson and Ozanne 1988, p

23 Guba and Lincoln P

24 There are numerous other paradigms! Postmodernism and poststructuralist Critical theory Interpretivism Etc. 24

25 What does a paradigm depend on? Your field Your research topic Previous literature Your research question Your peers Your background Your interests Etc. 25

26 Your paradigm, theory, and method create a whole

27 Example: Brand Fandom In-depth interviews Narrative Research Constructivism 27

28 There are multiple positions There are diverse ways of seeking knowledge Different perspectives need to be acknowledged and recognized (and shouldn t be mixed!) 28

29 You will commit to a paradigm as you chose your theory and methodology Paradigms reflect your research question and point of view Differences in paradigms are important to note as you read and analyze for your research

30 Things to consider

31 Assumptions 31

32 Assumptions translate into research processes 32

33 Assumptions, theoretical structures, and methodology and interdependent 33

34 Role of researcher 34

35 Each paradigm has its own evaluative criteria 35

36 Each paradigm has its own highlights and drawbacks 36

37 Each paradigm has limited possibilities for findings implications 37

38 Discussion: 1. How can you tell what paradigm a specific research is in? 2. How can you, as a researcher, communicate your paradigm?