1.5.2 ‘Hubs of Activity’ model
2.5 Research strategies
2.5.1 Approaches for data collection and analysis
Qualitative analysis aims to understand the social dimension of an issue through deeper engagement with smaller samples. Hypotheses are not forwarded in advance, to be tested against the data, but rather findings are expected to emerge from the collected data during the research process. This means the principled development of the research strategy (and indeed research instruments) to suit the scenario being studied as it is revealed, as opposed to the disciplined application of established rules within quantitative studies. Within qualitative studies, subjects of interest are explored, themes emerge from the data and this in turn facilitates more informative explorations of the subjects. Through an iterative process a theory is constructed from the data based from the emergent themes (Holliday, 2002, pp. 1–7).
Denzin and Lincoln (2005b, p. 379) define a strategy of inquiry as an approach describing the “skills, assumptions, enactments and material practices” researchers use as they translate a research paradigm into data collection (and analysis). The social sciences, in which qualitative methods originated, have put forward a plethora of methods and techniques designed for different contexts and use-cases. There are thus a number of different traditions of approaches to qualitative data collection and analysis, including for example: • Discourse Analysis – studying and analysing the use of language in a variety of ways, viz., formal linguistic discourse analysis (e.g., see Lacson, Barzilay, & Long, 2006); empirical discourse analysis (e.g., see Ford-Summer, 2006); and critical discourse analysis (e.g., see Foucault, 1972);
• Ethnography – involves studies of a culture or a group (team, organisation etc.) with a shared culture through participant observation: exploring and documenting the interactions, behaviours, and perceptions that occur (e.g., see S. Reeves, Kuper, & Hodges, 2008); • Grounded Theory Analysis – involves the systematic development of theory grounded or based in the collected qualitative data that have been iteratively categorised and re- categorised as themes and potential theories emerge (see Glaser & Strauss, 1967); • Narrative Analysis – aimed at understanding a series of events, the focus is placed on how the informant puts order on the events in which they have participated (Schutt, 2012, pp. 339–341); • Phenomenology – considers features of the world according to their appearance to an inquiring consciousness “… through interrogation of the languages of experience – including pictorial, psychological, and political, as well as verbal, languages” (Silverman, 1980, p. 709); • Generic qualitative methods – these are broad based approaches that aim to select the best solution on a case-by-case basis which regard to the nature and context of the intended study. Generic qualitative research can thus be defined “as that which is not guided by an explicit or established set of philosophic assumptions in the form of one of the known qualitative methodologies” (Caelli, Ray, & Mill, 2003).
2.5.2 Selecting an approach
Alternative approaches could be used for the type of research explored in this thesis, for example there have been a number of studies where ethnographic approaches have been taken to research on behaviour and interactions within specific businesses (e.g., Baird, Moore, & Jagodzinski, 2000 in Rolls Royce Aerospace; Corbitt, 2000 within a large financial institution; or Myers & Young, 1997 within a New Zealand Crown health enterprise).However, ethnography is focused on exploring culture within groups and would be less useful for exploring the nature of the temporary multi-firm configurations that deliver building renovations – especially as in many cases, many organisations may not even recognise that they are in fact a member of such configurations.
Another candidate approach would be grounded theory, considered particularly appropriate for discovery-oriented research in under-theorised areas (Burck, 2005, p. 224). As would be the case with the actor interactions within building energy efficiency marketplace. Lingard et al. (2008) identify three key inter-linked features of grounded theory research, viz., iterative study design, with cycles of simultaneous data collection and analysis informed by previous cycles; purposive sampling, with data analysis influencing selection of subsequent informants; and data analysis involving constant comparison as concepts and themes emerge. However, Grounded Theory’s focus on constructing theories as opposed to appreciating perspectives and understanding phenomena reduce its usefulness for this type of research.
This thesis seeks to discover and understand the actor interactions within those ad hoc virtual organisations that deliver building energy renovations. The stakeholder engagement approach, which forms the basis of this thesis owes a great deal to principles of grounded theory, particularly in relation to the methods employed in the collection and analysis of data, and the concept of findings emerging from the data as opposed to conducting data analysis to test hypotheses. This tallies with Burck’s (2005) view that the Grounded Theory approach has had “… a huge impact on qualitative research interviewing” and that its recursive and iterative nature fits well with the practicalities of field research.
The methodological legacy is therefore unmistakeable and so it may be regarded as a Grounded Theory informed methodology. This is especially so in the context of Strauss’ (1987) view of Grounded Theory as a style of doing qualitative analysis rather than a specific approach. However, in so far as the methodology was not designed to completely
adhere to the norms of Grounded Theory or any other established qualitative methodology, it can be considered a generic qualitative methodology28. Merriam (1998, p.
11 quoted in Caelli et al. 2003) posits generic qualitative research studies as those that exemplify the characteristics of qualitative research in that “… seek to discover and
understand a phenomenon, a process, or the perspectives and worldviews of the people involved”. This is exactly what this research aims to achieve.
2.6 Methods of collection and analysis
2.6.1 Setting the scene
Before selecting methods, it is useful to consider the objectives of the study. Ritchie (2003, p. 27) avers that qualitative research has a number of functions, including: • Contextual – describing the nature of what exists; • Explanatory – determining the reasons for what exists; • Evaluative – evaluating the effectiveness of what exists; • Generative – creating ideas for what might exist (developing theories).Each of these classifications relates to the social context i.e., social phenomena. The function of any specific qualitative research determines the type of evidence that is required. To work towards these objectives, there are a variety of qualitative methods for data collection and analysis, for example: observation; textual and visual analysis; individual and group interviews; etc. (Gill, Stewart, Treasure, & Chadwick, 2008, p. 281). The research within this project may be considered to be both explanatory — in that it aims to explain the make-up of the temporary multi-firm configurations, and contextual — in that it seeks to describe the workings of such groupings.
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However, as Ormston, Spencer, Barnard, & Snape (2014, p. 21) argue, and as illustrated by the discussion elsewhere in this chapter, adopting a generic qualitative methodology does not necessarily imply a lack of theoretical and philosophical basis to the research design.
Perry (2011, pp. 75–114) holds the view that research can be classified into three intersecting continua viz., exploratory – confirmatory (from exploring something new to confirming existing theories); qualitative – quantitative (information on the ‘qualities’ of entities, meanings and process to measureable quantifiable data); basic – applied (highly theoretical to the very practical). Figure 6 illustrates the research presented in this thesis mapped onto Perry’s axes of research classification.
Firstly, developing an understanding of the workings of the ad hoc businesses groupings that deliver building energy renovations is obviously more exploratory than confirmatory. Secondly, the rich ‘thick’ data collection required to explore this topic, and understand the participants’ stories, required qualitative enquiry. Thirdly, with the objective of supporting renovation project delivery configuration for satisficing participants; the project is definitely in the applied camp. Thus, the research can be said to be qualitative, exploratory, and applied and shown by the blue ‘X’ on Figure 6 below.