Kwalitatieve onderzoeksmethodologie
Chapter 2. Overview of Qualitative Research
Qualitative research allows a researcher to see and understand the context within which
decisions and actions take place. The goal of understanding a phenomenon from the point of
view of the participants and its particular social and institutional context is largely lost when
textual data are quantified.
Types of questions using qualitative research
- What is happening here?
- Why is it happening?
- How has it come to happen this way?
- When did it happen?
In 1980s most business disciplines favoured quantitative research. In the 1990s, however,
there was an increased interest in qualitative research in almost every business discipline.
Both quantitative and qualitative research approaches are useful and necessary in
researching business organizations.
Quantitative research is best if you want to have a large sample size and you want to
generalize to a large population. A major disadvantage of quantitative research is that many
of the social and cultural aspects of organizations are lost or are treated in a superficial
manner. The ‘context’ is usually treated as ‘noise’ or as something that gets in the way.
Qualitative research is best if you want to study a particular subject in depth. It is good for
exploratory research when the particular topic is new and there is not much previously
published research on that topic. A major disadvantage of qualitative research, however, is
that it is often difficult to generalize to a larger population.
Rigorous scientific research Relevant practical research
Relevant to academics Relevant to business practitioners
Emphasis on meeting scientific standards Emphasis on being immediately relevant to
such as validity and reliability practice
Subject to academic peer review Subject to minimal if any review, possibly
editorial review
Published in academic journals Published in consulting reports/magazines
Theoretical contribution Practical contribution
Rigorous research = research that meets the standards of ‘scientific’ research.
,Bleijenbergh et al. (2022) Chapter 1. Qualitative Research in Organisations
A research project is a cyclical project as you regularly return to earlier phases of your
research during the research-process.
Empirical research is grounded in the belief that direct observation is an effective way to
generate knowledge about reality. Qualitative research thus differs from quantitative
research which aims to collect numerical material about for instance a social phenomenon,
such as a series of scores in a survey study.
Collecting texts is relatively labour-intensive, therefore, a researcher conducting qualitative
research can examine fewer observation units within the same space of time than a
researcher conducting quantitative research.
Variable = elements in a causal relationship, where the independent variable is expected to
cause changes in the dependent variable.
Qualitative research yields a very specific kind of information about organizations which
makes this method suitable for certain topics.
1) Qualitative research enables us to generate knowledge about processes over a longer
period of time.
2) Qualitative research can attribute meaning.
3) Qualitative research is eminently suited for describing and understanding
organizational cultures.
4) Qualitative research is very suitable for generating knowledge about the context of a
certain phenomenon.
Paradigm = a fundamental image of the subject matter within science. It serves to define
what should be studied, what questions should be asked, how they should be asked, and
what rules should be followed in interpreting the answers obtained.
Objectivity = objects in reality are fixed and have inherent characteristics.
Subjectivity = reality is different for different people and cannot exist independently of the
researcher.
,Bleijenbergh et al. (2022) Chapter 2. Research Objective and Research Question
The main function of the research objective is to lay the foundation for the central question
of your research. The research objective links an external and an internal goal.
External goal The theoretical or practical contribution the research intends to make.
Internal goal The indication through which specific knowledge the researcher aims to
make this contribution.
Theory-oriented research = aims to contribute to academic knowledge about a phenomenon
in an organization, such as the relationship between organizational structure and employees’
work motivation. Theory-oriented research involves testing an existing theory or developing
a new theory about a phenomenon or phenomena within organizations.
The method of agreement refers to selecting and investigating organizations that differ as
much as possible, but in which the same social phenomenon occurs.
The method of difference refers precisely to the selection of organizations that are very
similar, but where in one case a social phenomenon occurs and in the other case not.
Practice-oriented research = aims to contribute to changing or improving practices within
organizations. An organization has a problem that needs to be solved and this requires
knowledge about the causes of the problem.
Intervention cycle
1. Problem analysis phase
2. Diagnosis to determine the causes of a problem
3. The design of an intervention plan in order to find a solution (ex-ante evaluation)
4. The intervention is carried out
5. Evaluation of the intervention (ex-post evaluation)
, Diagnosis-oriented research = aimed at analyzing the causes of a social phenomenon in an
organization.
Design-oriented research = aimed at formulating recommendations for an intervention
design. Design-oriented research focuses on the solution(s) proposed by the organization.
Change-oriented research = aims to support an actual intervention in an organization. The
starting point is that the causes of a problem have been identified and that it is clear what
the solution should look like.
Evaluation research = serves to evaluate changes that have already been initiated during an
intervention process.
Iterative = adjustments to the research design during data collection are possible and often
even desirable.
Research question
Descriptive = ‘describe’ a certain social phenomenon, often start with ‘what’, ‘when’ or
‘where’.
‘What regulatory focus do employees of Greenpeace express concerning the sustainable
agenda of this organization?’
Explanatory = seek to explain a social phenomenon by establishing the relationship
between two or more concepts, often start with ‘what is the relation between’, ‘how’ or
‘why’.
‘How does the fit between the regulatory focus of employees and the sustainability policy of
Greenpeace explain turnover intentions of Greenpeace employees?’
Predictive = aim to predict the potential effects of changes in social reality.
‘What are the expected consequences of changes in the regulatory fit between employees of
Greenpeace and the sustainability policy of Greenpeace regarding the turnover intentions of
Greenpeace employees?’
Evaluative = seek to assess a situation or event. This can be done by comparing the
present situation with a desired situation, or by assessing whether an intervention was
effective in reaching its targets. Evaluative often includes an evaluation criterion, such as
‘effectiveness’, ‘efficiency’ or ‘quality’.
‘How effective is Greenpeace’s sustainability policy?’
Prescriptive = aim to identify the most effective way to achieve a desired situation or
target objective. The answer to a prescriptive research question is based on a
combination of predictive knowledge and assessment criteria. This means a prescriptive
research can include descriptive, explanatory, predictive and evaluative sub-questions.
‘What is the most efficient policy to achieve the sustainability objectives that Greenpeace has
set out in its 2022-2025 strategic plan?’
Checklist? See p24.
Chapter 2. Overview of Qualitative Research
Qualitative research allows a researcher to see and understand the context within which
decisions and actions take place. The goal of understanding a phenomenon from the point of
view of the participants and its particular social and institutional context is largely lost when
textual data are quantified.
Types of questions using qualitative research
- What is happening here?
- Why is it happening?
- How has it come to happen this way?
- When did it happen?
In 1980s most business disciplines favoured quantitative research. In the 1990s, however,
there was an increased interest in qualitative research in almost every business discipline.
Both quantitative and qualitative research approaches are useful and necessary in
researching business organizations.
Quantitative research is best if you want to have a large sample size and you want to
generalize to a large population. A major disadvantage of quantitative research is that many
of the social and cultural aspects of organizations are lost or are treated in a superficial
manner. The ‘context’ is usually treated as ‘noise’ or as something that gets in the way.
Qualitative research is best if you want to study a particular subject in depth. It is good for
exploratory research when the particular topic is new and there is not much previously
published research on that topic. A major disadvantage of qualitative research, however, is
that it is often difficult to generalize to a larger population.
Rigorous scientific research Relevant practical research
Relevant to academics Relevant to business practitioners
Emphasis on meeting scientific standards Emphasis on being immediately relevant to
such as validity and reliability practice
Subject to academic peer review Subject to minimal if any review, possibly
editorial review
Published in academic journals Published in consulting reports/magazines
Theoretical contribution Practical contribution
Rigorous research = research that meets the standards of ‘scientific’ research.
,Bleijenbergh et al. (2022) Chapter 1. Qualitative Research in Organisations
A research project is a cyclical project as you regularly return to earlier phases of your
research during the research-process.
Empirical research is grounded in the belief that direct observation is an effective way to
generate knowledge about reality. Qualitative research thus differs from quantitative
research which aims to collect numerical material about for instance a social phenomenon,
such as a series of scores in a survey study.
Collecting texts is relatively labour-intensive, therefore, a researcher conducting qualitative
research can examine fewer observation units within the same space of time than a
researcher conducting quantitative research.
Variable = elements in a causal relationship, where the independent variable is expected to
cause changes in the dependent variable.
Qualitative research yields a very specific kind of information about organizations which
makes this method suitable for certain topics.
1) Qualitative research enables us to generate knowledge about processes over a longer
period of time.
2) Qualitative research can attribute meaning.
3) Qualitative research is eminently suited for describing and understanding
organizational cultures.
4) Qualitative research is very suitable for generating knowledge about the context of a
certain phenomenon.
Paradigm = a fundamental image of the subject matter within science. It serves to define
what should be studied, what questions should be asked, how they should be asked, and
what rules should be followed in interpreting the answers obtained.
Objectivity = objects in reality are fixed and have inherent characteristics.
Subjectivity = reality is different for different people and cannot exist independently of the
researcher.
,Bleijenbergh et al. (2022) Chapter 2. Research Objective and Research Question
The main function of the research objective is to lay the foundation for the central question
of your research. The research objective links an external and an internal goal.
External goal The theoretical or practical contribution the research intends to make.
Internal goal The indication through which specific knowledge the researcher aims to
make this contribution.
Theory-oriented research = aims to contribute to academic knowledge about a phenomenon
in an organization, such as the relationship between organizational structure and employees’
work motivation. Theory-oriented research involves testing an existing theory or developing
a new theory about a phenomenon or phenomena within organizations.
The method of agreement refers to selecting and investigating organizations that differ as
much as possible, but in which the same social phenomenon occurs.
The method of difference refers precisely to the selection of organizations that are very
similar, but where in one case a social phenomenon occurs and in the other case not.
Practice-oriented research = aims to contribute to changing or improving practices within
organizations. An organization has a problem that needs to be solved and this requires
knowledge about the causes of the problem.
Intervention cycle
1. Problem analysis phase
2. Diagnosis to determine the causes of a problem
3. The design of an intervention plan in order to find a solution (ex-ante evaluation)
4. The intervention is carried out
5. Evaluation of the intervention (ex-post evaluation)
, Diagnosis-oriented research = aimed at analyzing the causes of a social phenomenon in an
organization.
Design-oriented research = aimed at formulating recommendations for an intervention
design. Design-oriented research focuses on the solution(s) proposed by the organization.
Change-oriented research = aims to support an actual intervention in an organization. The
starting point is that the causes of a problem have been identified and that it is clear what
the solution should look like.
Evaluation research = serves to evaluate changes that have already been initiated during an
intervention process.
Iterative = adjustments to the research design during data collection are possible and often
even desirable.
Research question
Descriptive = ‘describe’ a certain social phenomenon, often start with ‘what’, ‘when’ or
‘where’.
‘What regulatory focus do employees of Greenpeace express concerning the sustainable
agenda of this organization?’
Explanatory = seek to explain a social phenomenon by establishing the relationship
between two or more concepts, often start with ‘what is the relation between’, ‘how’ or
‘why’.
‘How does the fit between the regulatory focus of employees and the sustainability policy of
Greenpeace explain turnover intentions of Greenpeace employees?’
Predictive = aim to predict the potential effects of changes in social reality.
‘What are the expected consequences of changes in the regulatory fit between employees of
Greenpeace and the sustainability policy of Greenpeace regarding the turnover intentions of
Greenpeace employees?’
Evaluative = seek to assess a situation or event. This can be done by comparing the
present situation with a desired situation, or by assessing whether an intervention was
effective in reaching its targets. Evaluative often includes an evaluation criterion, such as
‘effectiveness’, ‘efficiency’ or ‘quality’.
‘How effective is Greenpeace’s sustainability policy?’
Prescriptive = aim to identify the most effective way to achieve a desired situation or
target objective. The answer to a prescriptive research question is based on a
combination of predictive knowledge and assessment criteria. This means a prescriptive
research can include descriptive, explanatory, predictive and evaluative sub-questions.
‘What is the most efficient policy to achieve the sustainability objectives that Greenpeace has
set out in its 2022-2025 strategic plan?’
Checklist? See p24.
