Constructing the study: research design and methods choices
4.4 Data analysis
After the data collection, all interviews were prepared for analysis by being transcribed. The software NVivo was used as an aid in coding the transcribed material as well as for the consequent analysis of the codes. The interviews led to very rich data from which numerous interesting points of analysis could be drawn. In accordance with the Gioia methodology, the analysis process that followed the collection of the data took on an abductive format in which I went back and forth between my data and theory (Dubois & Gadde, 2002; Gioia et al., 2013). Apart from the transcripts, descriptive data (e.g. age, gender, degree level) were also added to the software.
According to the Gioia methodology, the first step in analysing the data is to create 1st order codes that are as close as possible to the material, using terminology that
lies close to the language used by the informants. This goes hand in hand with the grounded theory method of coding word by word (Charmaz, 2014). Rather than coding word by word, I created codes line by line, alternatively phrase by phrase, using in vivo coding as a means to stay as close to the original wording of the transcription as possible (cf. Saldaña, 2106). This also meant that no categories of codes were pre-set. Following the initial coding, factors from the conceptual
theoretical framework presented in Chapter 3 were added to NVivo, structuring the codes in accordance with these as to look for patterns. This follows the structure proposed by Gioia et al. (2013), where first order codes are to be organised into second order themes which are theory-centric. Figure 4.1 gives an illustration of this coding strategy, including 2nd order themes and consequent 3rd order aggregated
themes, in this illustration dealing with the informants’ knowledge base. Figure 4.1
Coding structure: different types of knowledge
As the research as a whole followed an abductive logic of moving back and forth between theory and data collection, and furthermore that the interviews followed a semi-structured logic, much of the answers to the questions dealt with in this research were not the direct response to an actual question in the interview guide. Rather, the answers were to be found through the thorough analysis of the interview material as a whole (cf. Gioia et al., 2013).
When analysing the interviews in relation to theory, it became evident that certain parameters of interest also included some type of classification. Figure 4.2 below illustrates how the initial coding led to insights regarding perceived feasibility and perceived desirability of becoming an entrepreneur (for a discussion on the theoretical framework in relation to these factors, please see Chapter 3).
Market Knowledge
Business Knowledge Creative Knowledge
Higher Education Design Preparatory Design Education
Competitions/Scholarships
Internships
Industry Interaction
Previous Employments No previous experience of fashion
before BA studiies Focus in education method and inspiration rather than commercial
Believes scholarship can help in setting up business, good PR Winning competition meant funding
and tutoring for starting own firm Point with education to push
boundaries
Get to see business side of fashion when interning Internship widened view on how to
commercialise artistic goods When interaction with alumni then
mainly through fast fashion School not connected to the ”real”
world Experience of production process through working at fast fashion firm Good experience from working in
fashion stores Did preparatory studies in
Figure 4.2
Coding structure: perceived feasibility and perceived desirability
Previous literature has addressed these factors on a high-low scale (c.f., e.g., Fitzsimmons & Douglas, 2011), and consequently, as a means to showcase results comparable to other studies within the field, a similar classification for the data at hand in this research was beneficial. Table 4.6 below illustrates how the coding of the interviews was used in classifying the informants’ levels of perceived feasibility and perceived desirability respectively.
Perceived Desirability Perceived Feasibility Networks and ineraction with
industry Financing
Self-confidence
Use of creative knowledge
View on fashion industry
Personality Starting own business requires a lot
of money for buffering Fashion awards as means of attention rather than prestige
Has a drive forward in the process Will to do fashion but insecure about whether skilled enough The importance of network for success, example stylists
Entering industry like being schooled all over again Artistic competence not valued in
industry Attitude in industry very elitist
Critical to the pace of industry
Not willing to work for fashion company just for the sake of it Current focus on closeness to family
and friends Harder to start own firm once used
Table 4.6
Classification of level of perceived feasibility and perceived desirability Perceived feasibility
Illustrative quote Code Level
DS11: And I guess that is partly how I feel too, that, you know, I don’t have a clue as to how to go about doing it. How do you set up a business? I mean, how do you do it? So I guess it’s mainly stuff like that. I don’t know, it feels so overwhelming somehow.
Doesn’t know how to go about starting own
company
Low
DS9: Well, I don’t know really. I mean, it’s all the financial stuff of course, but you always start off small and then you learn. I took classes in business in high school (laughter). But I don’t exactly remember that much of it, but I mean, it usually sorts out somehow. Then again, I haven’t set up my own business yet so I don’t really know if it will sort out.
Starting company trial and
error Medium Low
DS3: Right now I think it’s pure lust of experimenting, and I think there’s something to that. I think I see a plan in that I actually look forward to creating this, that I have some type of interest in entrepreneurship. I think that makes me feel quite comfortable because that means I got that part, and as soon as we sit down, you know, we will sort that part out too.
Believes in his own
entrepreneurial ability Medium High
DS4: I mean, we got 100,000 SEK as seed funding and heaps of consultation, and courses and educational offerings with regards to business making. And all of that has been really good.
Winning competition meant funding and tutoring
for starting own firm
High
Perceived desirability
Illustrative quote Code Level
DS19: But I mean, I don’t think I ever felt the urge to start my own business either. I mean, maybe I will at some point, you know, that I will feel that urge, but I mean when you here all these stories, with all this companies that you think are doing really well, but financially they’re completely fucked. I don’t know, I just think it sounds scary.
Not interested in starting
own firm Low
DS17: Well, I mean, of course I’ve felt that, you know, numerous times, that I would make really good collections. But no, honestly, I’m not sure I would actually want to go for it and do it.
Had ideas of starting own firm but not into it
anymore
Medium Low
DS13: I think I’ve become a bit more careful over the course of these three years (…) Like two years ago, I think I would have been more confident and just gone with it. But now, for various reasons, I think, I’ve become a bit, like distant. You know, not just rush into things.
Take time to let ideas settle
before setting up business Medium High
DS3: Well, I guess it’s something that has grown over time, but I think, you know, having had this freedom for seven years.. I don’t know, all internships I’ve had have been at small firms that are struggling to make it work, but it’s still been amazing. It’s a very tough and still satisfying life. I think that’s what I want. At least for now. So, I mean, try to have my own firm that works somehow, to have that freedom. Then again, it’s almost impossible to make ends meet, but I mean, I guess that’s sort of the main issue. But I still think I have to try at least.
Will to start own company
As displayed by Table 4.6 above, four scale points were used in classifying the informants, as a binary choice of low or high did not give sufficient nuancing to what was expressed in the interviews. This is further showcased by the illustrative quotes for each level.