Qualitative Research

An Introduction
AEF 8055
Mary.Brennan@ncl.ac.uk
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 Qualitative Research
• Qualitative research is multimethod in focus,
involving an interpretative, naturalistic approach
to its subject matter.
• Qualitative Researchers study “things” (people
and their thoughts) in their natural settings,
attempting to make sense of, or interpret,
phenomena in terms of the meanings people bring
to them.
 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.
 The Qualitative Researcher as
Bricoleur
• The bricoleur understands that research is an interactive
process shaped by his own personal history, biography,
gender, social class, race, and ethnicity and those of the
people in the setting.
• The product of the bricoleur’s labour is a bricolage, a
complex, dense, reflexive, collage-like creation that
represents the researchers images, understanding and
interpretations of the world or phenomenon under analysis.
• The bricolage will connect the parts to the whole, stressing
the meaningful relationships that operate in the situations
and social worlds studied.
 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,
celebrate technology and to regard the world as a
rational, ordered place with a clearly defined past,
present and future
 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
 The Five moments of Qualitative
Research
Traditional Period: 1900’s-World War II
• Wrote objective colonising accounts of field
experiences that were reflective of the positivist
scientist paradigm
• Concerned with offering valid, reliable, and
objective interpretations in their writings.
• The ‘subject’ who was studied was alien, foreign,
and strange.
 The Five moments of Qualitative
Research
Traditional Period: 1900’s-World War II
• Wrote objective colonising accounts of field
experiences that were reflective of the positivist
scientist paradigm
• Concerned with offering valid, reliable, and
objective interpretations in their writings.
• The ‘subject’ who was studied was alien, foreign,
and strange.
 The Five moments of Qualitative
Research
Traditional Period: 1900’s-World War II
• Wrote objective colonising accounts of field
experiences that were reflective of the positivist
scientist paradigm
• Concerned with offering valid, reliable, and
objective interpretations in their writings.
• The ‘subject’ who was studied was alien, foreign,
and strange.
 The Five moments of Qualitative
Research
Traditional Period: 1900’s-World War II
• Wrote objective colonising accounts of field
experiences that were reflective of the positivist
scientist paradigm
• Concerned with offering valid, reliable, and
objective interpretations in their writings.
• The ‘subject’ who was studied was alien, foreign,
and strange.
 The Five moments of Qualitative
Research
Traditional Period: 1900’s-World War II
• Wrote objective colonising accounts of field
experiences that were reflective of the positivist
scientist paradigm
• Concerned with offering valid, reliable, and
objective interpretations in their writings.
• The ‘subject’ who was studied was alien, foreign,
and strange.
 The Modernist Phase
Post war-1970’s
• The modernist ethnographer and
sociological participant observer attempted
rigorous, qualitative studies of important
social processes, including social control in
the classroom and society
• Researchers were drawn to qualitative
research because it allowed them to give a
voice to society’s ‘underclass’
 Blurred Genres
1970-1986
• Researchers had a full complement of paradigms, methods and
strategies
• Applied qualitative research was gaining in stature
• Research strategies ranged from grounded theory to the case study
methodology
• Methods included qualitative interviewing and observational, visual,
personal and documentary methods.
• Computers were becoming more prevalent
• Boundaries between the social sciences and humanities had become
blurred
• Social science was borrowing models, theories and methods of
analysis from the humanities
• Researcher acknowledged as being part of the research process
 The Fifth Moment
Current Day
• Defined and shaped by the dual crisis of representation and
legitimisation
• Theories now beginning to be read in narrative terms as
‘tales of the field’
• Concept of an aloof researcher has finally been fully
abandoned
• More action oriented research is on the horizon
• More Social criticism and social critique
• The search for grand narratives is being replaced by
more local, small-scale theories fitted to specific
problems and specific situations
 Popularity of Qualitative
Research
1 Usually much cheaper than quantitative
research
2 No better way than qualitative research to
understand in-depth the motivations and
feelings of consumers
3 Qualitative research can improve the
efficiency and effectiveness of quantitative
research
 Limitations of Qualitative
Research
1 Marketing successes and failures are based on small
differences in the marketing mix.
Qualitative research doesn’t distinguish these differences
as well as quantitative research can.
2 Not representative of the population that is of interest to
the researcher
3 The multitude of individuals who, without formal training,
profess to be experts in the field