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Samenvatting Business research methods: qualitiative research (topic 3)

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  • 27 décembre 2018
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  • 2018/2019
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Elective qualitative research

1. Qualitative research in general
1.1. What is it?
Description of qualitatiie research
 Reason for knowledge creatonn to understand how people/organizatons act and
how they attach meaning to events
 Nature of (social) realityn complex, constructed and subjectve
 Evidence comes from interacton with people
 Knowledge accumulaton by conductng research in or close to natural setng
Two paradigms:
Quantitatiie research Qualitatiie research
(logical positiiismmmodernism) (post positiiismmpost modernism)
Logical positiiss Post positiiss :
 Based on testng a theory and or  Conducted in or close to the natural
hypothesis setng
 Analyzed using statstcal techniques  Building a ‘complete’ picture of the
 Goaln determine whether predictve phenomenon of interests
generalizatons hold true  Goaln in-depth understanding of a
problem from multple perspectves

 Social scientsts borrowed methods  Social scientsts began to reexamine
from physical and life scientsts assumptons about positvism,
 Concerned about countng and adopted concepts and methods
measuring subjects from anthropology
 Methods prevailed untl 190s  Concerned with watching, listening,
 Researcher-centered approach talking with subjects
 Partcipant-centered approach

If they gather inforsaton and just want to giie an oieriiew with no statstcal analystc its ualitatiee
Quanttatie  start fros hypothesis and going to test thes  ualitatie
Quanttatie research: based on testng a theory and/or hypothesiso analyeed using statstcal techni ues
Quanttaf oldest way of doing research
You go to the people/organieaton that you want to study -> ualitatf
Quanttaf oldest way of doing research
You go to the people/organieaton that you want to study  ualitatf

Types of qualitatiie studies
. Descriptve studies
 eeg what transfer price sethods are used in sultnatonal cospanies?
2. Theory-building studies
 see what people do in terss of transfer pricing and cose with nice inforsaton about it
3. Hypothesis-testng studies
 test it in other context

1.2. Different appraaches
Different approaches to qualitatiie research

1

, Qualitatie research can sean sany diferent thingso including a wide range of sethods
and
inforsed by contrastng sodels’ (Silverman 2005)

. Case studyn
 Exploraton of a single entty or phenomenon bounded by tme and actvity
(e.g. program, event, insttuton, group) using variety of data collecton
proceduresn quanttatve and qualitatve data
2. Grounded theoryn
 Inductve development of a theory, which is ‘grounded’ directly in the
empirical data
* Go to a cospanyo and tells us about transfer pricing and then they try to select what
the sajor issue of transfer price iso and then they build a theory around it
3. Ethnographyn
 Long term investgaton of a group (ofen a culture) that is based on
immersion and, optmally, partcipaton in the group
* going to Thailand and see how they liie oier there = ethnography eg how do they
grow iegetables
4. Phenomenologyn
 Descriptve study of how individuals experience a phenomenon, ofen
searching for commonalites across individuals
* People who cose to Belgiano how incorporate thes in our society

1.3. Designing a qualitative study
The conventonal image of feld research is one that keeps prestructuring and tght designs
to a minimum’
HOWEVER
‘Contrary to what you might have heard, qualitatve research designs do exist’
 Purposen
 Why are you doing the study?
 Understanding the seaning
 Understanding the context
 Identfying unantcipated issues and generatng grounded theories
 Understanding the processes by which events and actons take place
* Qualitatie resources allows to see how things changed in organieatons ->
understanding the processes
 Developing causal explanatons
 Conceptual context
 What do you think is going on?
 System of concepts, assumptons, expectatons, beliefs, theories that
informs your research
 How to build a conceptual framework?
• Experiental knowledge (experienced with the feld eg: iets
ondereoeken in een bepaald dosein waar je al eriaring/ kennis oier hebt)
• Existng theory and research (thus, build on previous studies)
• Pilot and exploratory studies
• Thought experiments

2

,  Research questons
 What do you want to understand?
 Evolving because embedded in purpose and conceptual framework
 Helps to focus your study
 Gives guidance for how to conduct the study
 Sources of confusionn How to order your data and
how to analyee
• Research issues versus practcal issues
How to categoriee your
 Practcal questons (interview questons)n what to ask to the people
inforsaton?
 research queston
Try to network ito iisual
• Research questons versus interview questons inspecton of what you haie
 Methods
 What will you actually do?
 Decisions about data collecton
Forsule a concrete ueston to help to focus on your study
• Field researchn observaton, partcipant observaton,
ethnography
• (In-depth) interviewingn one-on-one, focus groups
• Textual analysisn content analysis
Textual analysis: content analysis  analysis based on pure inforsaton
on the website
 Decisions about data ordering and analysis
• Categorizing, contextualizing, memos and displays
 Quality
 How might you be wrong?

Sampling:
 Poor case selecton impedes making valid causal inferences
 Select the right cases otherwise no ialid conclusions
 Select cases in such a way that they enable in-depth understanding
 Purposeful/purposive sampling
 Purposeful saspling  try to sasple where you can learn sosething frose Thuso select
situatons where sosethings can be learned fros

Purposeful sampling ‘Theoretcal or purposive sampling is a set of procedures where the
researcher manipulates analysis, theory and sampling actvites interactiely during the
research process, to a much greater extent than in statstcal sampling’ (Mason in Silverman
2005)
 So changing the size of your sample during your research may be appropriate
. As new factors emerge
2. When you focus on a small part of your sample in the early stages, using the
wider sample for later tests of emerging generalizatons
3. When unexpected generalizatons in the course of data analysis lead you to seek
out new
deviant cases
Not in case in surieyo daar ga je alle inforsate iereaselen en dan op 1 sosent het analysereno saar hier kan
je teruggaan en ander sasple doeno analyseren iindt niet persé plaats op 1 sosent  dus constante
interacte (teruggkopelling)

• Theoretcaln
3

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