Qualitative Research Methods: What, Why, How Prof Dr. Siti-Nabiha Abdul Khalid Graduate School of Business nabiha@usm.my KULIAH TAMU FEB UNIVERSITAS BRAWIJAYA 26 FEBRUARI 2018

Qualitative Research 1. What? 2. Why? 3. How?

What is Qualitative Research? Broadly interpretive philosophical position

View of social reality: Multiple Realities Reality is SOCIALLY CONSTRUCTED Qualitative Single Reality Reality is OBJECTIVE Quantitative

Interpretive Approch INSIDER PERSPECTIVE: SEEING FROM THE EYES OF THE PEOPLE BEING STUDIED TAKES PLACE IN THE NATURAL SETTING(?) MULTIPLES REALITIES

is determined by events viewed through individual lenses or biases Our view of reality is determined by events viewed through individual lenses or biases

… qualitative researchers study things in their natural settings, attempting to make sense of or interpret phenomenon in terms of the meanings people bring to them. (Denzin & Lincoln, 2000, p.3).

Differences in Research Approaches QUALITATIVE Objective: to gain a deeper understanding Nature of Data: “soft data” words, audio, pictures, QUANTITATIVE Objective: to quantify sample findings and generalize these results to the population of interest Nature of Data: “numerical data

Differences in Research Approaches QUANTITATIVE TYPES OF QUESTIONS: Limited Probing SAMPLE SIZE: large no of representative cases Data collection: highly structured QUALITATIVE TYPES OF QUESTIONS Probing Sample size?: small Data Collection: unstructured/semistructured RESEARCH QUESTIONS? RESEARCH INSTRUMENTS: RESEARCH SKILLS

RESEARCH QUESTIONS?

Research Questions

Research Questions? WHAT WHY HOW

Researcher is the Research Instrument. Concurrent (simultaneously) data collection and data analysis.

Researcher is the research instrument "Far from being an impersonal data collector, the interviewer, not an interview schedule or protocol, is the research tool" ( Patton, 1987, p. 13). A skilled interviewer observes nonverbal cues such as body language, facial expressions, tone of voice and general affect.

observational/analytical capabilities of the researcher “The validity, meaningfulness and insights generated from qualitative inquiry have more to do with information-richness of the cases selected and the observational/analytical capabilities of the researcher than with sample size” (Patton, 1980, pg 185) .. ... So...........................

So….. BE A CAPABLE RESEARCHER GET ACCESS TO INFORMATION RICH CASES? ……. Preliminary data collection?

HOW? YOU NEED TO KNOW (i) The differences between qualitative and quantitative research (ii) what is qualitative research Its Characteristics Its Assumptions (iii)Which qualitative research approach that you are using!

HOW? Three parts: Setting up the research Doing the research/fieldwork Writing up the research

The first part Setting up the research: - Research design and proposal

HOW TO? Design qualitative research …… so that..

.. You qualitative research is of a good quality … And….. ……. Others are convinced about the quality of your research!

“QUALITATIVE RESEARCH IS A MUCH A SCIENCE AS IT IS A CRAFT” How do you know you have done a good job? How do you know that this is a good qualitative work?

Issues with Qualitative Research Qualitative research is too subjective Problems of generalization Lack of transparency

Originality of the research The first part Do I know the field and its literature well? What are the important research questions in my field? What areas need further exploration? Could my study fill a gap? Originality of the research

your research design will evolve as you conduct your study, and therefore a proposal for a qualitative study can’t present an EXACT specification of what you will do...

Theoretical Framework Research objectives influence the choice of the theoretical framework and the method to be used for the study. Choose appropriate framework: Justify your framework - why is it appropriate

Identify and generally describe your research method (e.g., ethnographic field study, interpretive case study), and your research procedures (e.g., long interviews, observation) Cite the major authors who have described your research method. Justify why your method is appropriate for your research.

Describe what you intend to do in detail, as you begin your study. Research Method Describe what you intend to do in detail, as you begin your study. Case site selected? How many? Why?

CASE SELECTION ONE SITE? MULTIPLE SITES? SITE SELECTION PILOT STUDY

Site Selection Quantitative sampling aims at representativeness Qualitative “sampling” aims at information-rich cases Be realistic and practical Need range and diversity Link to research aim

How many people to be interviewed? How many interviews What functions, why? What documents? What to look for? What meetings to observe Describe your intended data collection procedures If interviews are to be used, list your question(s) or attach as an appendix Justifications

Research Question Data source And method Practicalities Justification

List of people interviews List of documents review Observations APPENDIX: PROVIDE THE INTERVIEW QUESTIONS

Planning Plan the data collection: Plan the analysis What cases? In what organisations? Access? Interview questions, equipment, recording data Plan the analysis What method of analysis

Research Skills Key skills needed for qualitative research: Data collection skills Data analysis skills Writing skills

Data collection skills Skills required: Training in a qualitative research method Interpersonal skills to: Gain access Maintain contact Build trust

Data analysis skills make sense of and transform massive amounts of data/text into theory by: reducing the volume of raw information identifying significant themes constructing a conceptual framework

Data analysis skills Ability to go beyond description Link elements Weave a ‘story’ ‘Qualitative enquiry depends, at every stage, on the skills training, insights, and capabilities of the inquirer. Qualitative analysis ultimately depends on the analytical intellect and style of the analyst’ (Patton 2004: p.436). Analysing and interpreting data whilst still collecting it

Writing skills A qualitative researcher needs to be particularly skilful in writing because unlike quantitative work, which can be interpreted through tables and summaries, qualitative work carries its meaning in the entire text (Richardson 2000). Qualitative data/text is highly complex and only carefully crafted writing can do justice to this.

Some pointers BACK UP YOUR WORK!!! Obtain feedback Discuss your research work with others Present your research BACK UP YOUR WORK!!! TRUST THE PROCESS

WORK HARD

BE POSITIVE

Further Sources Good Overview of Qualitative Research: Denzin, N., Lincoln, Y., (2000) Handbook of Qualitative Research, Thousand Oaks: Sage Philosophies that Inform Qualitative Research: Guba, E. and Lincoln, Y.S. (1994) Competing Paradigms in Qualitative Research, in N.K. Denzin and Y.S. Lincoln (eds) Handbook of Qualitative Research, Sage: Newbury Park. Johnson, P. and Duberley, J (2000). Understanding Management Research: An introduction to epistemology. London: Sage Additional Comments: Equally there also exists a multitude of literature available to help researchers learn about qualitative skills.

Further Sources Reflexivity Finlay, L. (2002). Negotiating the swamp: the opportunity and challenge of reflexivity in research practice. Qualitative Research, 2, 209-230. Johnson, P. and Duberley, J. (2003) Reflexivity in management research. Journal of Management Studies, 40, 1279-1303. Woolgar, S. (ed.) (1988) Knowledge and Reflexivity. London: Sage Publications.

Further Sources Range of Methods : Cassell, C. and Symon G. (2004) Essential Guide to Qualitative Methods in Organisational Research, London: Sage. Potter, W. (1996) An analysis of thinking and researching about qualitative methods, Mahwah:Erlbaum Associates Taylor, S.J. and Bogdan, R. (1984) Introduction to Qualitative Research Methods: The Search for Meanings (2nd edn). New York::Wiley.

Further Sources Analysis: Dey, I (1993) Qualitative data analysis: a user friendly guide for social scientists, London: Routledge. Ryan, G. and Bernard, R. Data Management and Analysis Methods, in Denzin, N., Lincoln, Y., (2000) Handbook of Qualitative Research, Thousand Oaks: Sage Richards L. and Richards, T. Using Computers in Qualitative Analysis, in N. Denzin, and Y. Lincoln (eds), Handbook of Qualitative Research, Thousand Oaks: Sage.

Further Sources Writing and Publishing Golden-Biddles, K. and Locke, K.,(1997) Composing Qualitative Research, California: Sage Wolcott, H., F. (2001) Writing Up Qualitative Research, California: Sage Richardson, L. (2000) Writing a Method of Inquiry, in Denzin, N., Lincoln, Y., Handbook of Qualitative Research, California: Sage

References Cassell, C., Buehring, A., Symon, G., Johnson, P., and Bishop. V. (2005) Benchmarking Good Practice in Qualitative Management Research, (This report is available on the accompanying resource pack or else can be found on the website: www.shef.ac.uk/bgpinqmr/) Coffrey, A. and Atkinson, P. (1996) Making Sense of Qualitative Data, London: Sage Fetterman, D.M. (1991) A Walk through the wilderness: learning to find your way, in W.B. Shaffir and R.A. Stebbins (eds), Experiencing Fieldwork: an Inside View of Qualitative Research. Newbury Park, C.A. Sage. Lofland, J. (1971) Analyzing Social Settings: a guide to qualitative observation and analysis, Belmont: Wadsworth Publishing Co.

Loseke, D. and Cahill, S. (2004) Publishing qualitative manuscripts: lessons learned, in Seale, C., Gobo, G., Gubrium, J., and Silverman, D. (eds). Qualitative Research Practice, London: Sage. Miles, M. B. and Huberman, A. M. (1984) Qualitative Data Analysis: A Sourcebook of New Methods, Beverly Hills, CA: Sage Patton, M. (2002) Qualitative Research and Evaluation Methods, London: Sage Schwandt, T. (2001) Dictionary of Qualitative Inquiry, Thousand Oaks: Sage Silverman, D. (2000) Doing Qualitative Research: A Practical Handbook, London: Sage. Waddington, D. (1994) Participant Observation in Cassell, C. and Symon, G, (eds) Qualitative Methods in Organisational Research: A Practical Guide, (eds.) California: Sage.