Interpretive Research Workshop 2

1produced by Dr. Anne Broderick, De Montfort University20/01/2014

London Metropolitan University Monday 20th January 2014

At end of Workshop 1, we suggested that you consider your own study , identify the research tradition(s) that you think you are drawing upon and then ask three questions:

What kind of data do I wish to gather? What do I wish to know about my

respondents and/or the context?- What will the nature of my inquiry be?

What method seems appropriate for this?2produced by Dr. Anne Broderick, De Montfort University20/01/2014

Briefly consider Choices linked to Interpretivist Research

Approach to Data

Nature of Enquiry

Typical Methods of Data Collection

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Interpretive View of Knowledge

‘ Understanding social process involves getting inside the world of those generating it’

(Orlikowski and Baroudi 1991)

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Choices in Research Design

• Approach to Data Qualitative usually

• Nature of Inquiry Exploratory Or Explanatory

• Method of Data Collection Focus Group/ Action Research/Ethnography

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Quantitative

Qualitative

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Interpretivist Paradigm Subjective approach Phenomena need to be explored in depth; real

meaning emerges from understanding the respondent’s experience in their own context

Not seeking to draw general conclusions about the population

Structured ------------*----- Unstructured Usually, relies on identification of key themes

that characterize the experience of respondents

Key dimensions just emerge 7produced by Dr. Anne Broderick, De Montfort University20/01/2014

Qualitative Data - Conveys impressions and attitudes -explores motivations

▪ Concentrates on words

▪ Enables a holistic perspective

▪ Associated with an emergent research design

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Interpretive View of Data

‘ What we call our data are really our own constructions of other people’s constructions of what they and their compatriots are up to’

(Geertz 1973)

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Approach to Data Qualitative

Nature of Inquiry Exploratory Or Explanatory

Method of Data Collection Focus Group/ Interview / Action Research/Ethnography

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Discovery of new insights Familiarisation with area that is under-

researchedDisplay nature of something Describe meaning attached to experience

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Factors that underlie an attitude Motivation to undertake something Origin of an event, phenomena Additional Probing

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Objective:

Characteristics:

Findings:

Outcome:

Nature of Exploratory Research

To provide insight and understanding

Information needed defined loosely.

Research process flexible/unstructured.

Sample is small and nonrepresentative.

Analysis of primary data is qualitative.

Tentative. Conclusive research may follow 14produced by Dr. Anne Broderick, De Montfort University20/01/2014

Approach to Data Qualitative

Nature of Inquiry Exploratory Or Explanatory

Method of Data Collection Multiple - Can use depth interview, or qualitative single case study

Popular= Focus Group/ /Action Research /Ethnography

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Focus GroupAction ResearchEthnographic Research

There are others..

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Recruit group of relevant respondents for open-ended discussion

Not always treated as representative data, can be exploratory (but also explanatory)

Group’s demographic profile is important, but identities of the participants are not relevant

Discussion is 'focused' on a topic, but is allowed to range across many aspects of topic

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Effective where the opinions of the target population are difficult to extract, e.g. people in relevant category currently have

limited information available to them about the topic

topic is multi-dimensional the opinions are polarised, or fluid

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Study conducted from within a settinge.g. by an employee or consultant

The researcher not merely observes, but also participates, typically by acting as a change agent in relation to some intervention

Achieves depth, including appreciation of dialects, contexts, and tacit knowledge

Has to cope with lack of independence 19produced by Dr. Anne Broderick, De Montfort University20/01/2014

Originated in anthropological studies(typically by ‘colonialists’ of ‘natives’)

Seeks detailed understanding of a focal topic

Comprises observation of, and conversation with, people in their own environment

Seeks to reflect relevant cultural factors May be immersive (e.g. shadowing persons,

spending a lot of time with respondents )

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Some communication in participant observation

Emerged in sociological

studies - often examining

life in everyday context

Participant

May also be an immersion

into the respondent world 21produced by Dr. Anne Broderick, De Montfort University20/01/2014

Emic = insider view

Etic = outsider view

The goal of some qualitative studies is to portray the perspective of those experiencing the phenomena under investigation – taking an emic view

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Oral History, Biographical Method, Narrative Polkinghorne, 1980s ; Elliott, 2000s

While the origins of these research approaches are distinct and different, the kind of analysis presented aligns with the interpretivist research tradition

Netnography (Kozinets, 2002) Online ethnography – now burgeoning

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Social Media Analysis Researcher Reflexive Narratives

Emerging Research in 2010s

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In the two workshops, we have covered some brief ideas on the interpretive tradition

Taking an initial look at a complex area is , by default, schematic - there are many other nuance and complexities to consider

Speak to academics in your circle (supervisors, classmates, fellow Ph D candidates etc) who will have other views and, strangely enough, other interpretations.

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Interpretive Research Workshop 1 and 2

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Geertz, C.(1973), Thick Description: Toward an Interpretive Theory of Culture. In The Interpretation of Cultures: Selected Essays. Clifford Geertz. pp 3–30. New York: Basic Books

Elliott, (2005), Using Narrative in Social Research: Qualitative and Quantitative Approaches SAGE

Kozinets, R.(1998), “On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture,” in Advances in Consumer Research, Volume 25, ed., Joseph Alba and Wesley Hutchinson, Provo, UT: Association for Consumer Research, pp. 366-371

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Orlikowski, W.J. and J.J. Baroudi. "Studying Information Technology in Organizations: Research Approaches and Assumptions." Information Systems Research, 2, 1, 1991: 1-28

Polkinghorne, Donald E. (1995). Narrative Configuration in Qualitative Analysis. Qualitative Studies in Education, Vol. 8, Issue 2.

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