Intentionality Qualitative Research Education Practice

Although it is well understood in academic circles, a big number of clients (and even a number of mercantile social researchers) I have worked with have only a tenuous understand on the conception of qualitative data collection and analysis. As far as data collection is concerned, most clients are somewhat happy with the idea of in-depth consultations or focus groups, for example, yet when it comes to the analysis, they have a tendency to ask for the figures. It is at this point that I have to explain that there are no figures; the analysis is qualitative. This may many times lead a lot of head scratching and furrowed brows, and remarks such as – Well, it is just hearsay or How does that tell us anything? So, what is the point of qualitative analysis, and what may it tell us?

Firstly, what it cannot tell us is how much, how many, who or when; that is statistical selective information derived from quantitative data collection and analysis, such as surveys and audits. What qualitative data tell us is why, how and what the queer exploration object means to the respondent. The most powerful use of qualitative methods on mercantile social exploration is either alongside quantitative techniques, or when the statistical proof is already known. If the quantitative info represents the skeleton of an answer to the exploration questions, qualitative selective information gives it flesh. Once we have established with the client that the figures come from a dissimilar source and the focus group or the consultations are with regards to the meaning of the exploration object, the next question is – How do you recognise they were telling the truth, or if they have made a mistake? That is the greatest question of all and the answer is I do not know. Without exclusive access into the head of another person it is inconceivable to recognise if they are telling the truth. More prosaically, they may be telling the truth as they see it but be mistaken. This leads clients to then question the value of qualitative research, sentiment that there is no scientific factor to it. But they are wrong.

Qualitative exploration may be as stringent as quantitative research. Take the example of in-depth interviews. The researcher uses a basic script or aide-memoire to ascertain that all the pertinent tissues are discussed with the respondent, but the respondent is permitted to ramble to a fixed extent as he or she may then introduce other pertinent issues that the researcher had not thought of. These issues then enter the script and are applied when interviewing the next respondent. This have a tendancy to assure that all issues are dealt with in the info collection. The analysis of the selective information begins without delay upon completion of the original interview. The researcher formulates a series of themes and perspectives that may be best thought of as mini-theories in regards to the issues being researched. After each consultation he or she reviews and amends those themes and perspectives, and perhaps adds new ones. At numerous point for the duration of the process, it becomes clear that now new ideas are coming from the interviews. This is the signal to the researcher that all the issues have been explored and the consultation routine may end. He or she then goes back through the accumulated selective information and his or her themes and perspectives and comes up with the final analysis.

Back to the issue of truth. Max Weber (1863 to 1920) fundamentally stated that unless we recognise that somebody is lying we must assume that they are telling the truth, and in numerous ways all social exploration depends upon that good sense idea. In a more refined way, it would be nonsensical to believe that 20 or 30 people would all tell the same set of lies to the researcher. In our own exercise we do however, portion from Weber on this issue to a heap of extent. From experience we may tell if we have a rogue respondent, as they will project a series of answers and ideas that are completely at odds with those of the other respondents.

To sum up, qualitative exploration is valid and utile in it is own right or as part of a mixed methods approach with quantitative research, as it gives us perceptivities into the significances of specific objects or activities, but it is the occupation of quantitative exploration to come up with the numbers.

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