progressive focusing and trustworthiness in qualitative research: the enabling role of...
TRANSCRIPT
Progressive Focusing and Trustworthiness in Qualitative Research
Rudolf R. Sinkovics ([email protected]), Professor of International Business, Manchester Business School, UKEva A. Alfoldi ([email protected]), Lecturer in International Business, Manchester Business School, UK
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Introduction of presenters
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Presenters
• Prof Rudolf R. SinkovicsProfessor of International [email protected]/research/rudolf.sinkovics
• Dr. Eva AlfoldiLecturer in International Business
• [email protected]/research/mbs/eva.alfoldi
Key resource for this eSeminar
• Sinkovics, Rudolf R. and Eva A. Alfoldi (2012), "Progressive focusing and trustworthiness in qualitative research: The enabling role of computer-assisted qualitative data analysis software (CAQDAS)," Management International Review, 52 (6), 817-845. (DOI: 10.1007/s11575-012-0140-5). » available: http://www.manchester.ac.uk/escholar/uk-ac-man-
scw:137280
• QSR eSeminar audio/video (12th June 2013). » https://www.youtube.com/watch?list=PLNjHMRgHS4FfVcu9S6Ias
4R2mGhv48AKp&v=_-ERqbb-Bqc#t=23
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Progressive Focusing
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Problem and motivation
• Background» Increasing popularity of qualitative IB & IM research (Marschan-Piekkari & Welch
2004; Sinkovics, Penz & Ghauri 2005,2008)» Importance of qualitative data in developing ideas is often downplayed or even
concealed (Sutton 1997)
• Problem» Depiction and reporting of qualitative work as linear, clean and structured process» Practice of non-linear interaction in qualitative data and theory removed in write-ups» CAQDAS can help but is not a golden bullet, danger of fragmentation and over-
simplification of qualitative research (Bryman & Bell 2003, Jack & Westwood 2006)
• Motivation» to demonstrate how inherently ‘messy’ process can be made more manageable and
transparent through CAQDAS.» Indicate clear transition stages in qualitative work, making reporting transparent (not
necessarily replicable) and exemplifying this via NVivo tool.
Stage 1: “Getting started”
Stage 2: Development of research questions and research design
Stage 3: Sample and context
Stage 4: Data collection and preparation
Stage 5: Data analysis
Stage 6: Discussion
The (well-known) linear model of the qualitative research process
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However
• While reporting of the process is mostly linear...» actual course different, influenced by accidents, serendipity, on-
spot decisions regarding fieldwork (Van Maanen 1998)» raises expectation that credibility, dependability, transferability
and confirmability are important (Sinkovics et al. 2008)• while violating principles of integrity and transparency
• Amplification of problems to linearity in IB research» Emic-etic tension heightened due to interconnectedness of
business landscapes (Dicken 2007)• Emic=subjectivist, qualitative, insider, inductive perspective• Etic=objectivist, quantitative, outsider, deductive perspective
» Bias and equivalence issues• Presence of factors that challenge validity
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Sinkovics, Rudolf R., Elfriede Penz, and Pervez N. Ghauri (2008), "Enhancing the trustworthiness of qualitative research in international business," Management International Review, 48 (6), 689-714. (DOI: 10.1007/s11575-008-0103-z).
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Towards a dynamic, progressive and non-linear process...
• Fundamental premise» Flexibility, fluidity of qualitative research is strength» Close interaction between theory development, various foci,
data collection and analysis should be acknowledged as fluid and emergent
• Researchers may take etic (outide) view but encounter the unexpected (emic, grounded)
• Findings evolve through cyclical process of progressive focusing (Parlettand Hamilton 1972, Stake 1981, 1995)
• Progressive focusing• ‘Progressive focusing requires that the researcher be well acquainted with
the complexities of the problem before going to the field, but not too committed to a study plan. [...]’ (Stake 1981, p.1)
• Also termed: cycles of deliberation, abductive approach, zipping, evolution of perspective
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Task 1: Theoretical Basis
Choosing a topic, literature review, development
of theoretical/conceptual foundations
and research questions
Task 2: Research Design
Choice of research philosophy, design
and method(s)
Task 3: Sampling & Access
Purposive sampling, research context
and negotiating access
Task 4: Fieldwork
Data collection and preparation
Task 5: Analysis
Analysis, triangulation and constant comparison
with theory
Task 6: Findings
Discussion, conclusions and limitations,
writing up
Stage 1: “Getting started”
Stage 2: Research design and
development of research questions
Stage 3: Sample and context
Stage 4: Data collection and preparation
Stage 5: Data analysis
Stage 6: Discussion
Towards a progressive focusing model of the qualitative research process
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The role of CAQDAS in facilitating and assisting the dynamic and progressive qualitative research process
• Model captures the ‘true’ nature of qualitative research» makes a contribution to increasing the legitimacy and acceptance
of the ‘messiness’ of qualitative research (Mellor, 2001). » However, inherent danger of flexibility and progressive focusing
in qualitative research misinterpreted as call for leniency towards unsystematic research
• qualitative research already rife with accusations of lack of rigour (e.g. misuse of grounded theory and opacity in describing research methodology (Jones & Noble, 2007; Suddaby, 2006).
• CAQDAS may tackle criticisms» Accommodates non-linear and evolving process » helps in operational management and formalisation of the
research
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CAQDAS as ‘mediator’
• Grounded approach» Glaser 1992, Glaser and
Strauss 1967
» Inductive» creativity» meaning
• Structured approach» Eisenhardt 1998, Yin 2003
» Deductive» Linear qualitative» formalisation» validity
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CAQDAS
Provides an auditable footprint on the progressive focussing, defines space between opposing views, opens up the dialogue between researcher and data, improves accessiblity with peers and reviewers
Oct 2003-Oct 2005
Phase 1 Phase 2
Nov 2005-May 2006
Phase 3
Jun 2006-Sep 2006
Phase 4
Oct 2006-Dec 2006
Phase 5
Jan 2007-Aug 2007
Phase 6
Sep 2007-Oct 2007
Phase 7
Nov 2007-Apr 2008
3 pilot interviews
(HUN)
14 interviews (HUN)
6 interviews (SLO & CRO)
6 phone interviews (HUN, HQ, CRO,
SLO)
Co
nce
ptu
al a
nd
the
ore
tica
l fo
cus
5 phone interviews HUN, SLO)
Fie
ldw
ork
fo
cus
(co
un
try
& d
ivis
ion
)
General General / Trade
marketing
General / Trade
marketing
General / Trade marketing / Brand
marketing
Brand marketing
Inter-subsidiary knowledge transfer and subsidiary-level knowledge creation
HQ-subsidiary knowledge transfer
Reverse & secondary KT
Regional integration and responsiveness
Regional administrative mandates
Inter-unit ties and corporate socialisation
Intrinsic / extrinsic motivation for knowledge sharing
Managerial role stress
Choosingtopic / Literaturereview / Access
negotiations
Ongoing data analysis / Constant comparison of primary data, secondary data and relevantacademic literature / ‘Cycles of deliberation’ to refine codes, focus and research
questions / Topic coding and analytical coding / Writing
Progressive Focusing ApproachMember
checking /Writing up
Interaction and progression: conceptual & fieldwork focus
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Using CAQDAS during each stage of the research process
• Task 1: Choosing a topic, literature review, development of theoretical/conceptual foundations and research questions» “Run a miniature evolutionary system in a head that suffers from
bounded rationality” (Weick, 1989, p.529)
• How can CAQDAS help?» Document literature searches, title changes, evolving ideas and
questions in the form of detailed project memos» Build a literature casebook by systematically extracting
information about existing works using “Classifications/ Attributes” function (allows more details than e.g. Endnote, although we recommend using both programmes in conjunction)
» Project unity through documenting and analysing literature and fieldwork data within the same CAQDAS file
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Example of a literature review casebook
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Using CAQDAS during each stage of the research process (cont’d)
• Task 2: Research design» Research design needs to fit the underlying research question(s)
and logic, and may need to co-evolve with these
• How can CAQDAS help?» Allows source materials on epistemologies, methodological
approaches and specific research methods to be systematically catalogued (similarly to literature review items)
• Task 3: Sample, context and negotiating access» Largely “hands-on” activities so CAQDAS takes a back seat
• How can CAQDAS help?» Memos to document observations (e.g. uncovering and
understanding relations between cases, gatekeepers, respondents etc.)
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Using CAQDAS during each stage of the research process (cont’d)
• Task 4: Data collection and preparation» Requires systematic organisation and easy access
• How can CAQDAS help?» Import and organise interviews (audio/video files, transcripts) as
well as market reports, company documentation etc.» Use classifications to record and compare information about
sources – can create charts to present this effectively
• Task 5: Data analysis» Most obvious task to benefit from using CAQDAS» Formally articulate, define and refine themes and codes (nodes)
that form the backbone of the analysis and interpretation» Saving multiple versions of evolving coding templates serves as
an “audit trail” of the analysis, which helps ensure transparency
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Example of charting cases by attribute value
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Topic coding schemes (2006, 2007) and analytical coding scheme (2008)
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Using CAQDAS during each stage of the research process (cont’d)
• Task 6: Discussion and final write-up» Central problem of presenting qualitative findings is the lack of
access to the interpretation process (Andersen & Skaates, 2004)
• How can CAQDAS help?» Use project file as a “protocol document” which traces the
procedures followed through each task during the research» Researcher can refer back to the overall project file and use
specific details to illustrate the explanation of research methods in the finished write-up
» Journal articles are subject to word limits which often make it a challenge to represent the research process truthfully – CAQDAS screenshots such as those on the previous slide can be an efficient way to convey dynamic information in limited space
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CAQDAS as ‘golden bullet’?
• ‘Computer-Assisted Qualitative Data Analysis Software’ may convey an inappropriate sense of the software taking over the analytical process. » software was never intended to replace the researcher’s unique
skills in analysing and interpreting complex data (Catterall & Maclaran, 1998; Gordon & Langmaid, 1988; Gummesson, 2005).
» Instead, designed to facilitate the organisation and processing of data and enhance the dialogue between researcher and data.
» CAQDAS provides a toolset for the analysis of abundant qualitative data that can be understood similar to decision support systems used by practitioners (Shim et al., 2002).
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Review
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Particular features of NVivo – Usefulness in our discipline?
• Most useful features for IB and IM research» Organisation of large and complex qualitative data sets» Facilitates the iteration between theoretical and empirical
analysis» Collaboration tool between international researchers» Sharing of codes
• Key tips» Familiarise yourself with the key functions and capabilities of
CAQDAS at an early stage of your research project» Keep notes and memos throughout the process» Documenting and recording ideas, thoughts, information etc. will
become second nature over time, which will be extremely helpful during the writing-up task
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Review
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Resources - further reading
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