What is an interpretivist approach?

An interpretivist approach is a way to conduct research that includes the researcher's

subjective analysis as an important aspect. This type of research is based on empathy
and understanding the perspective of research subjects.

While many research projects begin with a hypothesis and work to prove or disprove
that original theory, an interpretivist approach lets the results evolve naturally from
the research. This honors the significance the researchers place on meaningful human
actions and their historical context.

The Goal of an Interpretivist Approach to Research

With interpretivist research, the goal is to develop an understanding of the subjects
and the topic. This differs from most other data collection and research methods
because it shifts the focus away from making and proving the researcher's predictions.
It runs all the information gathered through the filters of social constructs, cultural
norms and relationships between subjects and researchers.

The Connection Between the Researcher and Subjects

One of the key principles of the interpretivist approach is that there's a connection
between the researchers and the way research is conducted and the research subjects.
The way questions are asked, the tone of voice used by the researcher and even the
subject's comfort level with the researcher affects the results. Comfortable dialogue is
considered important in getting accurate responses so the researchers are more
involved and active in the actual research than they'd be in other types of research
study approaches.

Data Collection Techniques for Studies Using the Interpretivist Approach

The primary data collection techniques for studies using the interpretivist approach
are personal interactions between the researcher and subjects. The methods include
interviews and observation. While there might be a set of questions prepared that each
subject is asked to answer for an apples-to-apples comparison, the interview questions
tend to be unstructured. This lets the conversation flow naturally between researchers
and study participants. It also builds a rapport that improves the accuracy of the
research findings. Reviewing written texts provided by subjects is also a method used
in this type of research in conjunction with the interviews and observation.

Subjective, Qualitative and In Motion

Reality is considered to be subjective and changeable because it's based on cultural
standards that frequently change. This type of qualitative research takes that into
account and weighs the results of the data against current social norms. The results are
tied to things going on in society at the time of the research, and that makes taking the
time to create a connection between the researcher and subjects even more important
in interpretivist research.

The Findings of an Interpretivist Research Study

Because the findings emerge during the course of the research, the results are
presented in a present tense report that acknowledges the possibility of change.
Researchers performing this type of study also need to be extra cautious to present
findings from the participant's perspective rather than the researcher's point of view.
This is facilitated by the relationship established through dialogue between the person
conducting the study and the people responding to queries. It's also important to note
that the findings may need to be frequently updated because the respondent's situation
and feelings about events can change rapidly.
Interpretivism (interpretivist) Research Philosophy
Interpretivism, also known as interpretivist involves researchers to interpret elements of
the study, thus interpretivism integrates human interest into a study. Accordingly,
“interpretive researchers assume that access to reality (given or socially constructed) is
only through social constructions such as language, consciousness, shared meanings, and
instruments”.[1] Development of interpretivist philosophy is based on the critique
of positivism in social sciences. Accordingly, this philosophy emphasizes qualitative
analysis over quantitative analysis.
Interpretivism is “associated with the philosophical position of idealism, and is used to
group together diverse approaches, including social constructivism, phenomenology and
hermeneutics; approaches that reject the objectivist view that meaning resides within the
world independently of consciousness”[2]. According to interpretivist approach, it is
important for the researcher as a social actor to appreciate differences between people.
[3] Moreover, interpretivism studies usually focus on meaning and may employ multiple
methods in order to reflect different aspects of the issue.
 Important Aspects of Interpretivism
Interpretivist approach is based on naturalistic approach of data collection such
as interviews and observations. Secondary data research is also popular with
interpretivism philosophy. In this type of studies, meanings emerge usually towards the
end of the research process.
The most noteworthy variations of interpretivism include the following (wanta adda isa
taasisu.)

 Hermeneutics refers to the philosophy of interpretation and understanding.

Hermeneutics mainly focuses on biblical texts and wisdom literature and as such, has a
little relevance to business studies.
 Phenomenology is “the philosophical tradition that seeks to understand the world
through directly experiencing the phenomena”.[4] (akkaataa)
 Symbolic interactionism accepts symbols as culturally derived social objects having
shared meanings. According to symbolic interactionism symbols provide the means by
which reality is constructed
In general interpretivist approach is based on the following beliefs:
1. Relativist ontology. This approach perceives reality as intersubjectively that is based
on meanings and understandings on social and experiential levels.
2. Transactional or subjectivist epistemology. According to this approach, people
cannot be separated from their knowledge; therefore there is a clear link between the
researcher and research subject.
The basic differences between positivism and interpretivism are illustrated by Pizam and
Mansfeld (2009) in the following manner:

Assumptions Positivism Interpretivism

Nature of reality Objective, tangible, single Socially constructed, multiple

Goal of research Explanation, strong prediction Understanding, weak prediction

What is specific, unique, and

Focus of interest What is general, average and representative deviant
 Meanings
Laws Relative (time, context, culture,
Absolute (time, context, and value free) value bound)
Knowledge generated

Subject/Researcher Interactive, cooperative,

relationship Rigid separation participative

What some people think and do,

what kind of problems they are
How many people think and do a specific confronted with, and how they
Desired information thing, or have a specific problem deal with them
Assumptions and research philosophies
The use of interpretivism approach in business studies involves the following principles
as suggested by Klein and Myers (1999)

1. The Fundamental Principle of the Hermeneutic Circle.

2. The Principle of Contextualization
3. The Principle of Interaction between the Researchers and the Subjects
4. The Principle of Abstraction and Generalization
5. The Principle of Dialogical Reasoning
6. The Principle of Multiple Interpretations
7. The Principle of Suspicion

Advantages and Disadvantages of

Interpretivism
Main disadvantages associated with interpretivism relate to subjective nature of this
approach and great room for bias on behalf of researcher. Primary data generated in
interpretivist studies cannot be generalized since data is heavily impacted by personal
viewpoint and values. Therefore, reliability and representativeness of data is undermined
to a certain extent as well.
On the positive side, thanks to adoption of interpretivism, qualitative research areas such
as cross-cultural differences in organizations, issues of ethics, leadership and analysis of
factors impacting leadership etc. can be studied in a great level of depth. Primary data
generated via Interpretivism studies might be associated with a high level of validity
because data in such studies tends to be trustworthy and honest.
Generally, if you are following interpretivism research philosophy in your dissertation the
depth of discussion of research philosophy depends on the level of your studies. For a
dissertation at Bachelor’s level it suffices to specify that you are following Interpretivism
approach and to describe the essence of this approach in a short paragraph. For a
dissertation at Master’s level discussion needs to be expanded into 2-3 paragraphs to
include justification of your choice for interpretivist approach.
At a PhD level, on the other hand, discussion of research philosophy can cover several
pages and you are expected to discuss the essence of interpretivism by referring to several
relevant secondary data sources. Your justification for the selection of interpretivism
need to be offered in a succinct way in about two paragraphs.
My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by
step assistance contains discussions of theory and application of research philosophy.
The e-bookalso explains all stages of the research process starting from the selection of
the research area to writing personal reflection. Important elements of dissertations such
as research philosophy, research approach, research design, methods of data
collection and data analysis are explained in this e-book in simple words.
John Dudovskiy

[1] Myers, M.D. (2008) “Qualitative Research in Business & Management” SAGE
Publications
[2] Collins, H. (2010) “Creative Research: The Theory and Practice of Research for the
Creative Industries” AVA Publications
[3] Source: Saunders, M., Lewis, P. & Thornhill, A. (2012) “Research Methods for
Business Students” 6th edition, Pearson Education Limited
[4] Littlejohn, S.W. & Foss, K.A. (2009) “Encyclopedia of Communication Theory”
Vol.1, SAGE Publication