Qualitative Research Methodology And Methods Dr. Natalya Ser

Qualitative Research Methodology and Methods Dr Natalyasergeeva 28th

Qualitative research methodology and methods Dr Natalya Sergeeva 28th of November 2019 Research Philosophy Research philosophy is typically described as a way of understanding and examining organisational phenomena by social theorists (e.g. Hughes and Sharrock, 1997; May, 2011). Philosophical ontology is typically described as being concerned with the nature of reality. Ontology reflects the assertions that people make about how the world operates (e.g. Robson, 2011).

Objectivists Subjectivists Social constructionism Strong Weak Reality is socially constructed by people • Acknowledges particular social structures and material conditions • Knowledge is socially constructed through language and actions, but accepts that there are material entities Weak social constructionism A relativist ontology (multiple realities), a subjective epistemology (creation of understandings by people), and a naturalistic set of methodological procedures (in the natural world). (Denzin and Lincoln, 2013) Overview of ontological debate • Objective reality: There is an objective reality which exists independently of human perception. • Perceived reality: There is a ‘true’ reality, but its full nature can never be identified. Individuals perceive reality from their own perspectives. • Constructed reality: Reality is socially constructed in the minds of individuals. Different individuals attach multiple meanings to phenomena, socially constructing different realities. • Created reality: There is no reality at all and everything exists in the mind of the observer. Source: Lincoln and Guba (1985) and Guba and Lincoln (2011) Overview of ontological debate • Functionalist (objective-regulation): Society has a real existence and a systematic character, and is directed toward regulation. The paradigm advocates a research process using the rigour of the scientific method. • Interpretive (subjective-regulation): Society does not possess the concrete form. The meaning of social situations is a matter of inter- subjective interpretations. • Radical humanist (subjective-radical change): Shares the interpretive paradigm that reality is socially constructed, but contends that this social construction is constrained by a situation in which actors find themselves the prisoners of the social world they create. • Radical structuralist (objective-radical change): A materialist conception of the social world that implies constant change through political and economic crises (e.g. Marx, Lenin). Source: Burrell and Morgan (1992)   Pluralism   Multiple realities which represent different combinations of subjective and objective ontological assumptions about the nature of social science: “More likely is the possibility that over time, people will act like interpretivists, functionalists, radical humanists, and radical structuralists.” Weick (1995: 35)   Relational ontology   “Meaning making is not objectively given or subjectively constructed but, rather, part of an ongoing relational process. It emerges in and through interactions between actors and artefacts that become entangled with one another. Actors who become involved have their own narratives to offer, depending upon their recollections of past experiences and their future aspirations.” Garud (2013: 159)   Ongoing reality   “To talk about sensemaking is to talk about reality as an ongoing accomplishment that takes from when people make retrospective sense of the situations in which they find themselves and their creations.” Weick (1995: 15)   Becoming ontology   “Postmodernist thinking, on the other hand, privileges an ontology of movement, emergence and becoming in which the transient and ephemeral nature of what is “real” is accentuated. What is real for postmodern thinkers are not so much social states, or entities, but emergent relational interactions and patternings that are recursively intimated in the fluxing and transforming of our life-worlds.” Chia (1995: 581) Epistemology Epistemology is the more appropriate approach to the science of knowledge, of what people think can be known about the world (e.g. Hughes and Sharrock, 1997; May, 2011). According to the social constructionist position, the aim of social inquiry shifts from structures and material entities towards processes and contexts (cf. Burr, 2003). From this perspective, the focus is placed upon a) intra-individuals (cognitive) activity which is more or less influenced by b) inter-individual (social) processes. From a social constructionist perspective, organisational actors individually and collectively engage in the construction of social reality. Contextualist research “Such an approach directly questions the relevance of narrowly constructed positivist research methodologies and points toward the need to understand the way in which complex processes are enacted and legitimized.” Green et al. (2010: 119) Purpose of enquiry The accepted wisdom of social science dictates that the choice of research strategy should be directed by the research purpose of the enquiry (e.g. Saunders et al., 2012). Exploratory, descriptive or explanatory types of research are frequently distinguished (e.g. May, 2011). Purpose of enquiry Descriptive: tends to provide answers to ‘what’, ‘who’ and ‘where’, ‘how many’ and ‘how much’ questions (e.g. Bryman, 2012). These questions are likely to favour survey methods or analysis of archival data. Explanatory: ‘How’ and ‘why’ research questions, however, are more explanatory in nature and are likely to be used in case studies, interviews and experimental research. Explanatory (analytical) research seeks to explain a situation or a problem. Exploratory: The emphasis is placed on how and why meanings and interpretations are attached to phenomena. It is explorative in nature and is likely to be used in qualitative research enquiry. Research approach Deductive proceeding from theory to empirical data. Deductive reasoning tends to empirically test hypothesis and using quantitative methods. Inductive is typically understood as proceeding from data to theory. Inductive reasoning is frequently described as a process of moving from the empirical data to theory building. Abductive occupies the ‘middle ground’ between deductive and inductive reasoning. Middle ground “The reality of grounded theory research is always one for trying to achieve a practical middle ground between a theory-laden view of the world and an unfettered empiricism. A simple way to seize this middle ground is to pay attention to extant theory but constantly remind yourself that you are only human and that what you observe is a function of both who you are and what you hope to see.” Suddaby (2006: 635) Research methods • Participant observation • Interviews • Focus groups Interviews “Interviews do more than provide information on cultural and subjective meanings. Rigorous analysis of accounts provides two intertwined sets of findings: evidence of the nature of the phenomenon under investigation, including the contexts and situations in which it emerges, as well as insights into the cultural frames that people use to make sense of these experiences.” Silverman (2011: 137) Interviews “Interviews do more than provide information on cultural and subjective meanings. Rigorous analysis of accounts provides two intertwined sets of findings: evidence of the nature of the phenomenon under investigation, including the contexts and situations in which it emerges, as well as insights into the cultural frames that people use to make sense of these experiences.” Silverman (2011: 137) We typically use EXPERT interviews Expert Interviews An expert is an individual who possesses expertise on a specific matter and has the ability to report on it. The expert’s role is to offer insights into what, why or how to do something, on a specific discussion, based on his/her competence and experience (Mieg, 2001). We typically use EXPERT interviews Interviews • Structured • Semi-structured • Open-ended • Narrative interviews Sampling strategy • Should be informed by the research focus • Rationale why these participants • Details of the interviewees (anonymised!) REMEMBER: Be realistic in your expectations! These participants need to be accessible and available! These participants need to be accessible and available! Interviewing Interview details • Interview questions need to be designed to answer the research questions driven by the theory • Procedure of the interview (how long, where) • How many interviews in total • Sample of interview transcribed (Appendix) Designing your interview • Decide your sample • Decide the type of questions • Create a topic guide Types of questions Demographic: Questions on an individuals characteristics, such as age group, education, income (only if relevant) Behavioral: Questions concerning personal activities or circumstances related to the respondent Attitude: Questions investigating his/her opinion on a subject Example of a topic guide Topic Guide Background and Experience Questions Personal Role in the organisation Experience Organisation Aim of the organisation Everyday activities Knowledge Questions Interactions Clients/Users Partners Suppliers Regulators Employees (Internal) Services Type Stages of development Funding/Income Attitude Questions Technology Buzzwords ‘Artificial Intelligence’ ‘Machine Learning’ ‘Big Data’ Social Role Connections Skills Analysis of interviews • Thematic analysis • Details of coding • Use of Nvivo software • Narrative Inquiry Thank you!

Paper For Above instruction

Qualitative research methodology offers a nuanced approach to understanding social phenomena by emphasizing the depth and richness of human experiences and perspectives. This methodology is particularly suitable when the research aims to explore complex, context-dependent, and socially constructed realities. Central to qualitative research is the underlying research philosophy, which shapes the choice of ontological and epistemological assumptions guiding the inquiry. These assumptions influence how researchers conceive reality and knowledge, ultimately affecting the research design, data collection, and analysis methods.

Ontology in qualitative research predominantly revolves around the nature of reality—whether it is perceived as objectivist, subjectivist, or socially constructed. Objectivist perspectives posit that an independent, measurable reality exists, which can be understood through scientific investigation. Subjectivist views, on the other hand, argue that reality is constructed through individual perceptions and social interactions, emphasizing personal meanings and experiences. Social constructionism synthesizes these positions, suggesting that reality is socially constructed through language, interactions, and material conditions, with some acknowledging the existence of material entities while others focus solely on constructed meanings. The debate among ontological paradigms reflects broader tensions in social sciences about the existence and nature of social realities, emphasizing the importance of understanding multiple perspectives and the fluidity of social phenomena.

Epistemologically, qualitative research aligns with interpretivist and social constructionist positions, emphasizing that knowledge is co-created through interactions between researchers and participants. The focus is on understanding how individuals and groups interpret their worlds and make sense of their experiences. This approach rejects the positivist notion of objective, value-free knowledge, instead highlighting the subjective, contextual, and negotiated nature of knowledge formation. Researchers aim to uncover the meanings, perceptions, and narratives that individuals and groups construct, often through methods such as interviews, focus groups, and participant observation.

The purpose of qualitative enquiry often distinguishes itself through its focus on exploration, description, and understanding rather than measurement or prediction. Descriptive studies aim to uncover what, who, where, how many, and how much, often employing surveys and archival data analysis. Explanatory research seeks to understand why and how particular phenomena occur, frequently utilizing case studies, interviews, and narrative analysis. Exploratory research emphasizes how and why meanings are attached to phenomena, making it particularly suitable for in-depth, interpretive studies.

In terms of research approach, qualitative methodology predominantly employs inductive reasoning, where data collection guides the development of theories and explanations. Alternatively, deductive approaches are used when testing existing hypotheses through qualitative means. The middle ground, abductive reasoning, combines both, allowing researchers to iteratively refine theories based on emerging data. Grounded theory is a prime example of inductive methodology, aiming to generate theories grounded in empirical data while being aware of existing theoretical frameworks.

Research methods in qualitative research encompass a variety of techniques designed to gather rich, detailed data. Participant observation enables researchers to immerse themselves in the natural setting of subjects, observing behaviors and interactions firsthand. Interviews, especially expert and semi-structured interviews, provide in-depth insights into participants' perceptions, experiences, and cultural frames. Focus groups facilitate collective discussion, revealing shared social norms and perceptions. Thematic analysis, supported by software such as NVivo, is frequently employed to identify patterns, codes, and themes within qualitative data, facilitating in-depth interpretation.

Designing effective interview questions is crucial; questions should be aligned with research questions and focus on demographic, behavioral, and attitudinal aspects relevant to the study. Creating a topic guide helps structure the interview process, ensuring comprehensive coverage of themes such as background, experiences, organizational knowledge, and perspectives on key issues like technological trends or social roles. Ethical considerations, including confidentiality, informed consent, and participant accessibility, are integral to the integrity of qualitative research.

Analyzing qualitative data involves iterative coding, categorization, and interpretation. Thematic analysis aids in identifying core patterns and relationships within data, while software like NVivo streamlines the coding process. Narrative inquiry offers another interpretive approach, emphasizing the stories and experiences conveyed by participants, thus capturing the richness of individual perspectives.

In conclusion, qualitative research methodology provides a robust framework for exploring social complexities, emphasizing understanding over measurement. Its philosophical foundations influence all stages of research design, from data collection to analysis. As social phenomena are inherently complex and fluid, qualitative methods remain invaluable for capturing the depth, diversity, and contextuality of human experiences.

References

• Berg, B. L. (2009). Qualitative research methods. San Francisco: Allyn & Bacon.
• Bryman, A. (2012). Social research methods. 4th ed. Oxford: Oxford University Press.
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• Guba, E. G., & Lincoln, Y. S. (2011). Paradigmatic controversies, contradictions, and emerging confluences. In N. K. Denzin & Y. S. Lincoln (Eds.), The Sage handbook of qualitative research (4th ed.). London: Sage.
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