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Interpretive Research - research that assumes what's real is shaped by…
Interpretive Research - research that assumes what's real is shaped by people's experiences and surroundings, so the goal is to make sense of a situation instead of measuring it.
Understanding Human Experience - understanding people, not predicting them.
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Qualitative Analysis - Making sense of words, like interview transcripts. It relies on the researchers skill and knowledge of the setting rather than on statistics.
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Content Analysis - systematically looking at who say what, to who, and why and what the effects are.
Sampling - choosing the most useful texts on purpose instead of random.
Unitising - breaking each text into chunks to analyze separately.
Coding - Tagging each chunk with themes that it shows.
Analysis - finding which themes show up most and the relationship.
Sentiment Analysis - labeling text as positive, negative, or neutral.
Schillings Spiral Model - a 5 step process that makes content analysis repeatable.
Limitations - only works when the text exists, and poor sampling guilds bias with context analysis.
Hermeneutic Analysis - reading text for its meaning, when, where, and who.
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Traditional Hemeneutics - interpreting religious, legal, and literary texts such as the Bible.
Philosophical Hermeneutics - Heidegger's idea that you understand by reliving an experience, not just reading it.
Contemporary Hermeneutics - Gadamer's view that covers all communication and how language can limit the meaning.
Exegesis - often confused with hermeneutics but only means explaining written, usually religious, text.
Semiotics - the study of written signs such as symbolism, metaphor, analogy, and sarcasm.
Qualitative Software - programs like ATLAS.ti, NVivo and QDA Miner that sort and search large amounts of data/text.
Coding Schema - keywords set up in advance, arranged in levels, and tested on a second sample.
Limitation - can't pick up sarcasm, metaphor, or context, which can lead to misunderstanding.
Chapter 12: Interpretive research tries to understand how people experience their world instead of testing a theory. Because reality is seen and shaped by context, researchers study people in their natural settings, collect and analyze data at the same time, and adjust as they learn more.
Chapter 13: Qualitative analysis is how researchers make sense of the text data. Grounded theory builds theory step by step through open, axial, and selective coding until nothing new is presented. Contect analysis breaks texts into units and codes them for themes, while hermeneutic analysis reads texts for meaning within their historical and social setting. Software can speed up coding, but it can't replace the researcher's judgement regarding context and meaning.