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Qualitative Research
Qualitative research is an interdisciplinary, transdisciplinary, and sometimes counterdisciplinary field. It crosses the humanities and the social and physical sciences. Qualitative research is many things at the same time. It is multiparadigmatic in focus. Its practitioners are sensitive to the value of the multimethod approach. They are committed to the naturalistic perspective, and to the interpretative understanding of human experience. At the same time, the field is inherently political and shaped by multiple ethical and political positions. Nelson et als (1992, p4)
Qualitative Research
Qualitative Researchinvolves finding out what
people think, and how they feel - or at any rate, what they say they think and how they say they feel. This kind of information is subjective. It involves feelings and impressions, rather than numbers
Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing, American Marketing Association
Qualitative Research
Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach to its subject matter.
Qualitative Research
Qualitative research involves the studied use and collection of a variety of empirical materials - case study, personal experience, introspective, life story, interview, observational, historical, interactional, and visual texts-that describe routine and problematic moments and meanings in individuals lives. Deploy a wide range of interconnected methods, hoping always to get a better fix on the subject matter at hand.
Positivist Paradigm
Emphasises that human reason is supreme and that there is a single objective truth that can be discovered by science Encourages us to stress the function of objects,
Non-Positivist Paradigm
Questions the assumptions of the positivist paradigm Argues that our society places too much emphasis on science and technology Argues that this ordered, rational view of consumers denies the complexity of the social and cultural world we live in Stresses the importance of symbolic, subjective experience
Explanation Building
Involves attempting to build an explanation while collecting and analysing the data, rather than testing a predicted explanation as in pattern matching
Inductive Approach
Inductive Theoretical Approach
Seek to build up a theory which is adequately grounded in a number of relevant cases. Referred to as Interpretative and Grounded Theory Art of Interpretation Field Text: Consists of field notes and documents from the field Research Text: Notes and interpretations based on the filed text Working interpretative document: Writers initial attempt to make sense out of what he has learned Public Text: The final tale of the Field
Self Memos
Allow you to make a record of the ideas which occur to you about any aspect of your research,as you think of them
Researcher Diary