Analytical methods for Information Systems Professionals

Week 7 Lecture 2 Qualitative Research

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

Todays 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 .

Types of Research Handout 1

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

What do we mean by quantitative? What are we looking for when we do quantitative research?

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

The Research Process

Theories

Generalisations

Hypotheses

Observations

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

Four elements of research

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

The philosphical stance that underlies our chosen methodology our assumptions

Epistemology Theoretical perspective Methodology

Positivist Interpretive Critical

Plan of action, research design and why

Methods

Techniques Surveys Interviews observation

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

Samples of each element

See handout 2

Introduction . 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

Introduction . 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

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

Theory building in quantitative and qualitative research

Quant
Logic of theory Deductive

Qual
Inductive

Begins from observation of reality Data generation, analysis and theory verification concurrent Introduction . Problem . Literature . Data . Quantitative . Qualitative . Presentation . Cases .

Direction of Begins from theory theory building Verification Takes place after theory building is complete

Quant Concepts Designed before research begins

Qual Begins with flexible concepts

Generalisati Inductive ons sample-topopulation

Analytical or exemplar

Sarantakos, S. (1998). Social research. South Melbourne, Macmillan Education Australia.

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

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 .

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 .

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 .

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

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 .

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

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

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 .

Content analysis

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

an old lady helps me as Im 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 .