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23E80101 Qualitative Business Research Methods

Theoretical and
philosophical foundations
of qualitative research
Ilona Mikkonen, DSc.

Agenda

(Practicalities)
• What is philosophy and philosophy of science
• Basic terminology of philosophy of science
• Basic paradigms in qualitative research
• Why do you need to know this stuff..?

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Any questions
regarding the
practicalities?

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Philosophy
of
science

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Philosophy

• Philosophy in general means study of very

fundamental human problems à e.g. existence,
knowledge, values, ethics etc.
• In everyday language equals roughly to a person’s
beliefs or worldview

Philosophy of science

• In the context of science, philosophy refers to

systematic critical evaluation of
– what science is and
– what science should be

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Philosophy of science

• Philosophy of science deals with three basic questions

– What is there in the world and what is the nature of reality?
(Ontology)
– What is knowledge and what are the sources and limits of
knowledge? (Epistemology)
– How can knowledge about a given issue/problem be
produced?(Methodology)

Research philosophy
• Together these form paradigms
– a coherent set of assumptions about ontology,
epistemology, and methodology à They are usually
interdependent – when you “pick one”, you get the
others
– You always have one, regardless of whether you are
explicit about it or not

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Epistemology
What is
knowledge?
Methodology
Ontology
How can we
What is obtain
reality? knowledge?

Paradigm

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Main research paradigms

POSITIVISM CONSTRUCTIVISM

POST-
POSITIVISM
Natural sciences Social sciences
Quantitative research Qualitative research
Both quantitative
and qualitative research

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Class assignment

• Form four groups

– Group 1: Positivism
– Group 2: Post-positivism/realism
– Group 3: Critical theory
– Group 4: Constructivism

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Class assignment

• In the next half an hour, prepare a presentation of the

research paradigm your group is assigned
• The short presentation should outline the following
areas of the paradigm
– Nature of reality (ontological assumptions)
– Nature of findings (epistemological assumptions)
– Role of the researcher
– Appropriate methods for data collection
• Utilize the course book and Pontorotto (2005) – you’re
also free to utilize any other source material

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Positivism Post- Critical theory Constructivism

positivism/realism
Nature of reality There is one, universal There is an universal There are multiple There are multiple
reality, independent of reality, but it’s only realities that have taken realities that are locally
social actors, that can partially apprehensible, shape over time constructed by social
be “captured” and social actors historically and through actors.
experience it in different power relations.
ways.

Sometimes called Sometimes called Sometimes called Sometimes called

naïve realism. (critical) realism. historical realism relativism.
Nature of findings Findings form an Findings form an close Findings mediated by Findings are a
accurate, true picture enough approximation values representation of a local
of the reality (if of the reality reality
everything done
correctly)
Role of the The researcher is an Complete objectivism is The researcher aims to The researcher is a co-
researcher objective, neutral not possible, but should empower and help creator of knowledge;
observer who should be approached as much oppressed groups objectivity is impossible,
avoid all bias as possible biases should be
acknowledged.

This is called This is called

objectivism subjectivism
Appropriate Quantitative methods Quantitative and Mostly qualitative Qualitative methods
methods for data (direct measurement of qualitative methods methods, but can also (interviews, ethnographic
collection the world) (experiments; surveys, apply quantitative methods, projective
interviews, observation, methods techniques, visual
action research, case analysis, Laitoksen
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studies, grounded analysis, narrative
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Post- Critical Constructivist orientation

positivist orientation Interpretive Cultural
orientation/ orientation orientation
realism

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Post-postivist/realist research
• Most qualitative theses in marketing have traditionally
adopted a post-positivist stance – however, it is mostly done
inexplicitly!
– Make it a conscious choice, and explicate why you chose it -
and make sure your research question is appropriate for that
approach!
• Goal: find patterns, explain the phenomena, falsify theories
– predict?

• The broad research question and interest:

“What is really going on in the real world? What are plausible
explanations for emerging patterns?” (Patton 2002, 91)

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Critical/ideological research

• (often) Has a normative stance, and emancipatory aims to

raise awareness, foster self-understanding, create
opportunities to engage in social action, and seek social
justice (Schram 2003)

• The broad research question and interest

”How is social order (inequally) constructed within society, and

how can we set to correct the inequalities?”

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Interpretive research

• Belongs to the constructivist paradigm – emphasis on

individual meanings and realities
• Epistemological assumption: we can gain knowledge by “seeing
through the eyes of people being studied” (Bryman 2004)

• The broad research question and interest:

“How the individual interacts with external world, and
constructs meanings and social reality?”
Individual experiences, how the “self” is constructed
through being in the world”

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Cultural research

• Belongs to the constructivist paradigm – emphasis on

cultural (shared) meanings and realities
– often stresses language as the site where reality is constructed
– Epistemological assumption: we can gain (contextual)
knowledge by analyzing cultural texts

• The broad research question and interest:

“How are social reality and social order produced, maintained,
contested and transformed (in markets, in organizations)?”

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Generally speaking…

• Cultural and interpretive perspectives seek to describe

and understand
• Critical perspective seeks to describe, empower and
emancipate
• Realist perspective seeks to describe, explain, and
(sometimes) predict à closest to quantitative
research

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Any other paradigms?

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Why do you need to know this..?

Understanding philosophical issues provides you with a

better understanding about
• why researchers are interested in different topics and
research questions
• why qualitative research can be performed in many ways;
• why qualitative data can be collected and analyzed in many
differing ways
• why different methods are being used in analyzing the data

+ this is part of your general education as a Master of Science!

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Assignment 1

• Read the following three research articles:

1. Hodis, Monica Alexandra, Rajendran Sriramachandramurthy, and Hemant

C. Sashittal. "Interact with me on my terms: a four segment Facebook
engagement framework for marketers." Journal of Marketing Management
31:11-12, 1255-1284.
2. Mikkonen, Ilona, and Domen Bajde. "Happy Festivus! Parody as playful
consumer resistance." Consumption Markets & Culture 16.4 (2013): 311-
337.
3. Thompson, C. J., & Haytko, D. L.. (1997). Speaking of Fashion:
Consumers' Uses of Fashion Discourses and the Appropriation of
Countervailing Cultural Meanings. Journal of Consumer Research, 24(1),
15-42.

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Assignment 1

• Write a report in which you identify the research

philosophy/paradigm of each article (realism; constructivism
(cultural); constructive (interpretive).
• Justify your answer with excerpts from the articles; show which
types of formulations and choices of terminology support your
argument.

• The report should be 3 to 5 pages report (12 bullet point font, 1,5
line spacing)

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