1. Analytical methods for Information Systems Professionals
Week 7 Lecture 2
Qualitative Research
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

2. To provide a guide to understanding texts on qualitative research
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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

3. Types of Research Handout 1
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

4. What do we mean by “quantitative”?
What are we looking for when we do quantitative research?
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

5. 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?
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

6. Qualitative vs. Quantitativeor
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.
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

7. The Research Process Theories Generalisations Hypotheses Observations
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

8. Theoretical perspective Methodology Methods
Four elements of
research
Epistemology
Theoretical perspective
Methodology
Methods
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
What do we recognise as knowledge
How do we know what we know?
What is “true”
Positivist
Interpretive
Critical
The philosphical stance that underlies our chosen methodology – our assumptions
Plan of action, research design and why
Techniques
Surveys
Interviews
observation
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

9. Samples of each element
See handout 2
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10. Contrasting positivist and interpretive approaches
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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

11. Contrasting positivist and interpretive approaches
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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

12. 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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

13. Theory building in quantitative and qualitative research
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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

14. Designed before research begins Begins with flexible concepts
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.
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

15. 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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

16. 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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

17. Uses naturalistic methods such as fieldwork
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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

18. Some definitions
Positivism - 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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19. Ethnomethodology – making sense out of the informants perceptions
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.
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

20. 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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

21. 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
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

22. Content analysis
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23. an old lady helps me as I’m crossing the road
she sees the direction and the weight of my load
she 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 ride
we seek our adventures in the places we hide
the pendulum dances, opinion poles swing
not to mention the meaning of contemporary things
Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .