introduction introduction. problem. literature. data. quantitative. qualitative. presentation....
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Analytical methods for Information Systems
Professionals
Week 7 Lecture 2
Qualitative Research
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Today’s objectives
• To provide a guide to understanding texts on qualitative research
• To compare qualitative and quantitative research
• To provide an overview of the types and uses of qualitative research
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Types of ResearchHandout 1
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
What do we mean by “quantitative”?
What are we looking for when we do quantitative research?
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
What do we mean by “qualitative”?
All the attributes of something which are not countable
What are we looking for when we do qualitative research?
Can something have attributes which are both qualitative and quantitative?
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Qualitative vs. Quantitative or
Positivist vs. interpretive/critical
Very often qualitative and quantitative research are set against each other as polar opposites. However these are really discussions based at the method level.
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Generalisations
Theories
Hypotheses
Observations
The Research Process
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Four elements of research
•Epistemology
•Theoretical perspective
•Methodology
•Methods
What do we recognise as knowledge
How do we know what we know?
What is “true”
Objectivist = meaning and reality exist apart from anybody being conscious of them Constructivist = meaning derives from our interaction with the world
Subjectivist = meaning is imposed on an object by the subject
•Positivist •Interpretive•Critical
Plan of action, research design and
why
The philosphical stance that underlies our chosen methodology – our assumptions
Techniques•Surveys•Interviews•observation
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Samples of each element
See handout 2
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Contrasting positivist and interpretive approaches
Positivist•Reality is “real” – exists independent of human consciousness•Human beings are rational creatures governed by social laws•Science is based on strict rules based on universal causal laws•Science is value free
Interpretive•Reality is in the minds of people•Human beings are actors who create social reality by assigning meaning systems to events•Science represents reality symbolically in a descriptive way•Science is not value free, value neutrality is neither necessary or possible
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Contrasting positivist and interpretive approaches
Positivist•Controlled setting for research•Subject is an object in the research•Research design fixed•Researcher ‘outside’•Emphasis on reliability
Interpretive•Complex, real world setting for research•Subject is a participant in the research process•Research design evolving•Researcher ‘inside’•Emphasis on validity
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Critique of quantitative methodology
• Reality cannot be defined objectively, it is interpreted social interaction
• Quantification can result in meanings that are closer to the beliefs of the researcher than the respondents
• Hypotheses determines the course of the study
• Methods become overridingly important• The quantitative model is the natural
sciences, this model may not be relevant for the social sciences
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Theory building in quantitative and qualitative research
Quant Qual
Logic of theory
Deductive Inductive
Direction of theory building
Begins from theory
Begins from observation of reality
Verification
Takes place after theory building is complete
Data generation, analysis and theory verification concurrent
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Quant Qual
Concepts Designed before research begins
Begins with flexible concepts
Generalisations
Inductive sample-to-population
Analytical or exemplar
Sarantakos, S. (1998). Social research. South Melbourne, Macmillan Education Australia.
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So, what is qualitative research?
•Emerged from the social sciences•Provides researchers with methodologies and methods for understanding people and their actions within social and organisational settings•Usually very contextual, focussed on the understanding of the richness and complexity of the settings within which people live, learn and work
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Some features of qualitative research
• Purpose is to understand rather than measure
• Is holistic and accommodates the emergent properties of real-world situations
• Places findings in context – historical, cultural, political
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• Is interpretive, ie social reality is constructed through interpretation
• Uses naturalistic methods such as fieldwork
• Is communicative: is understood and operates in the context of the process of communication, of which it is part
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Some definitionsPositivism - knowledge can be obtained through
observation through the senses rather than through belief, applying scientific approach to social phenomena
Symbolic interactionism – meaning is gained through social interaction eg concept of beauty. Individuals reach common understanding through language and other symbolic systems
Structural functionalism (social systems theory) – society is like an organism and can be seen as a system an set of subsystems
Phenomenology – there is an objective world but it can only be known through which can only be known through our perceptions of it.
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Hermeneutics – gaining understanding through analysing and interpreting texts Content analysis is a form of this
Ethnography – detailed description rather than explanation, study of whole cultures as systems from the informants point of view
Ethnomethodology – making sense out of the informants perceptions
Grounded theory – derives theories from observational data, emphasises systematic coding, achieving validity and reliability; combines qualitative and quantitative methods
Action research – applying fact finding to praacital problem solving in a social situation with a view to improving the quality of action within it; involves collaboration of researchers and practitioners.
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•Qualitative data
•Sources of data include:• - participant observation• - interviews• -documentary analysis•Types of data:• - semantic analysis (elicited data) – data we acquire in response to questions we ask
• - observational data – data acquired through observation of the phenomenon of interest (researchers perceptions, video tapes, field notes...)
• - Emic data – collected and described in categories relevant to the participants
• - Etic data - collected and described in categories defined by the researcher
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Uses of qualitative research in IS
Information systems are embedded in and reflect social systems: cultures, organisations, teams.
Combined with quantitative methodologies, qualitative research gives us rich tools for understanding the contexts in which we work, for communicating and for creating new oppportunities for organisations
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IntroductionIntroduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .
Content analysis
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an old lady helps me as I’m crossing the roadshe sees the direction and the weight of my
loadshe points to a man taking peace to the poor
and a record is broken by the arm of the law
and you and I as we skate pitch or ridewe seek our adventures in the places we
hide the pendulum dances, opinion poles swing
not to mention the meaning of contemporary things