| dc.description.abstract | The dissertation is aimed to investigate qualitative research techniques used in
research projects and to evaluate software usage in qualitative data analysis. The
study contains a review of academic literature on fundamental issues of qualitative
methodology, problems of methodological divergence and integration, theoretical
grounds for qualitative data analysis and computer usage in qualitative research.
Primary research, designed in three phases used both qualitative and quantitative
approaches in order to enhance credibility and richness of the final results. Both
methodological and data source triangulation employed in the study helped to
maximise the validity of the research findings and to eliminate any data source bias.
The findings provided for the profiling of qualitative research projects in terms of
their typology, subject areas, data analysis and data collection techniques.
Comparative analysis undertaken in the study revealed a greater degree of
methodological convergence and data source triangulation in the projects undertaken
with the aid of a computer. It was found that software for qualitative data analysis did
not save time, but made the research process more systematic and transparent.
Qualitative research and software experience were found to be of a high importance
for successful usage of qualitative software. Revealed patterns in the projects
undertaken by qualitative software were summarised in five models, showing three
major areas of software application. It was noted that complexity and timing issues at
the data transformation stage were the main barriers in the projects’ computerisation.
The study revealed barriers to software utilisation, conflicts preventing the researcher
from using software for qualitative data analysis and the main reasons for reluctance
to use qualitative software. Some of them are on-going paradigm war and immersed
nature of qualitative research; the lack of information and poor marketing of
qualitative software (particularly for the commercial research niche); the nature of the
commercial environment and the long/steep software learning curve.
Recommendations outlined in the study referred to three main groups: software
producers and sellers, research methodologists and trainers, and qualitative marketing
researchers. | en |
