Qualitative Research: A Case for a Multi-Angle View to Enhance ‘Validity’

Abstract

Qualitative and quantitative organizational research methods have been fiercely debated with regards to their 'value' in terms of the 'validity' and 'generalizability' of their respective research outcomes. Qualitative or phenomenological research paradigm requires a 'holistic' approach to analysing a particular phenomenon in order to address 'validity' and 'generalizability' issues, and therefore necessitates more 'intense' and 'comprehensive' approach to data analyses. This conceptual paper adds to the current debate among the positivists and the phenomenologists on the superiority of a particular research method and, resorting to the dialectical analysis, contributes to the current literature on organizational research methods through conditionalising the 'validity' and 'generalizability' of the research outcomes under the qualitative research paradigm to the use of appropriate 'research design'. Using the microfinance sector's paradigm shift of the 1990s as a case, the paper argues that, under the qualitative research paradigm, 'viewing' and 'analysing' a qualitative set of data with a combination of two or three established theoretical constructs would help the researcher overcome the relative 'flaw' or 'incapacity' of a single theoretical construct to address all aspects of a social phenomenon under investigation, and therefore, not only enhance readers' understanding of the issue but also conclude the research with relatively more 'valid' and 'generalizable' outcomes.

AI Enabled Airline Cabin Services: AI Augmented Services for Emotional Values. Service Design for High‐Touch Solutions and Service Quality

“…When such elements are calculated and offered throughout the AIAS, it may very much become a winning factor in terms of perceived service quality (Gr€ onroos, 2007). With AIAS, the user is viewed in a human-centric way rather than a simple service in exchange (e.g., Miettinen, 2009;2014). Thus, business models that aim to increase passenger numbers by reducing space and service interactions may be profitable but are likely having adverse effects on the customers' perception of service quality.…”

“…Initially, structured interview questions were geared toward the participants' specific fields, which were generally related to technology and transport while open-ended questions were designed to address the different ways through which technology can produce emotional values. This technique allowed the participants to use their expertise and knowhow to come up with their own conclusions on the concept of AIAS for CABX (Khan, 2014;McCormack, 2004). The audio from the interviews was manually transcribed and coded according to the in-depth dialog (Deterding, 2021).…”

“…The above process offered several contacts from which four expert participants were selected (see table below). Each interview involved one hour of face‐to‐face, semi‐structured, and open‐ended dialogue; all interviews took place online (Khan, 2014). Participants were sent emails that included an invitation to the interview, a brief explanation of the research topic, a data release agreement, and some general ethical matters.…”

“…Photos: Samples from Airbus (left) and Singapore Airlines (right). [Color figure can be viewed at wileyonlinelibrary.com] dialogue; all interviews took place online (Khan, 2014). Participants were sent emails that included an invitation to the interview, a brief explanation of the research topic, a data release agreement, and some general ethical matters.…”

Investigating Challenges and Opportunities to Achieve Sdg6 by 2030: A Case Study of Benin City, Nigeria.

“…Pritha [32] describes data collection as obtaining observations through a methodical approach. Direct observation, surveys, open-ended questionnaires, in-person interviews, and document reviews are some of the means employed to collect data [40].…”