case study qualitative research paradigm

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Neag School of Education

Educational Research Basics by Del Siegle

Qualitative research paradigm.

I am amazed how often we hear qualitative researchers applying their standards to quantitative research or quantitative researchers applying their standards to qualitative research. Each functions within different assumptions. Finding fault with one approach with the standards of another does little to promote understanding. Each approach should be judges on its theoretical basis.

The Assumptions of Qualitative Designs

• Qualitative researchers are concerned primarily with process , rather than outcomes or products.
• Qualitative researchers are interested in meaning: ­how people make sense of their lives, experiences, and their structures of the world.
• The qualitative researcher is the primary instrument for data collection and analysis. Data are mediated through this human instrument, rather than through inventories, questionnaires, or machines.
• Qualitative research involves fieldwork . The researcher physically goes to the people, setting, site, or institution to observe or record behavior in its natural setting.
• Qualitative research is descriptive in that the researcher is interested in process, meaning, and understanding gained through words or pictures.
• The process of qualitative research is inductive in that the researcher builds abstractions, concepts, hypotheses, and theories from details.

…..Merriam, S. B. (1988). Case study research in education: A qualitative approach. San Francisco, CA: Jossey-Bass.

….. Creswell, J. W. (1994). Research design: Qualitative & quantitative approaches . Thousand Oaks, CA: Sage Publications.

Arguments Supporting Qualitative Inquiry

• Human behavior is significantly influenced by the setting in which it occurs; thus one must study that behavior in situations. The physical setting (­e.g., schedules, space, pay, and rewards­) and the internalized notions of norms, traditions, roles, and values are crucial contextual variables. Research must be conducted in the setting where all the contextual variables are operating.
• Past researchers have not been able to derive meaning…from experimental research.
• The research techniques themselves, in experimental research, [can]…affect the findings. The lab, the questionnaire, and so on, [can]…become artifacts. Subjects [can become]…either suspicious and wary, or they [can become]…aware of what the researchers want and try to please them. Additionally, subjects sometimes do not know their feelings, interactions, and behaviors, so they cannot articulate them to respond to a questionnaire.
• One cannot understand human behavior without understanding the framework within which subjects interpret their thoughts, feelings, and actions. Researchers need to understand the framework. In fact, the “objective ” scientist, by coding and standardizing, may destroy valuable data while imposing her world on the subjects.
• Field study research can explore the processes and meanings of events.

…..Marshall, C., & Rossman, G. (1980). Designing qualitative research . Newbury Park, CA: Sage.

Predispositions of Quantitative and Qualitative Modes of Inquiry

Although some social science researchers (Lincoln & Guba, 1985; Schwandt, 1989) perceive qualitative and quantitative approaches as incompatible, others (Patton, 1990; Reichardt & Cook, 1979) believe that the skilled researcher can successfully combine approaches. The argument usually becomes muddled because one party argues from the underlying philosophical nature of each paradigm, and the other focuses on the apparent compatibility of the research methods, enjoying the rewards of both numbers and words. Because the positivist and the interpretivist paradigms rest on different assumptions about the nature of the world, they require different instruments and procedures to find the type of data desired. This does not mean, however, that the positivist never uses interviews nor that the interpretivist never uses a survey. They may, but such methods are supplementary, not dominant….Different approaches allow us to know and understand different things about the world….Nonetheless, people tend to adhere to the methodology that is most consonant with their socialized worldview. (p. 9)

….. Glesne, C., & Peshkin, A. (1992). Becoming qualitative researchers: An introduction. White Plains, NY: Longman.

Contrasting Positivist and Naturalist Axioms (Beliefs and Assumptions)

….. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry . Newbury Park, CA: Sage Publications.

….. Spradley, J. P. (1979). The ethnographic interview. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers.

Five popular types of Qualitative Research are

• Ethnography
• Phenomenological
• Grounded Theory

Del Siegle, Ph.D [email protected] www.delsiegle.info

Cases Studies: A Matter of Paradigmatic Stance

• First Online: 24 December 2024

Cite this chapter

• Majbritt Rostgaard Evald 4 &
• Per Vagn Freytag 4  

Part of the book series: Contributions to Management Science

A case is not just a case! It is a reflection of a series of choices (conscious or unconscious) made by researchers. These choices shape how a case study is approached, used, and integrated into broader scientific investigations. As such, cases are always based on an overall scientific paradigm in which a particular purpose is steering how the case study is designed and data are collected and analyzed. The paradigm sets a framework for understanding and investigating reality as researchers. This chapter presents three overall paradigmatic approaches and how to use them for scientific work with cases. We discuss how cases can be included in a scientific investigation process, how case studies are designed, and how data are collected and analyzed within each paradigmatic stance. Finally, the strengths and limitations of the three paradigmatic case approaches are discussed to support researchers making conscious choices when using a case study.

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Evald, M.R., Freytag, P.V. (2024). Cases Studies: A Matter of Paradigmatic Stance. In: Freytag, P.V., Young, L., Evald, M.R. (eds) Collaborative Research Design. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-70149-8_11

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Understanding Research Paradigms in Case Study Methods

Have you ever wondered how researchers uncover the rich, intricate tapestries of human communication? They use a myriad of tools, yes, but one of the most enlightening is certainly the case study method . This approach is underpinned by research paradigms —philosophical frameworks that guide how we understand and interpret the world. Today, we’ll dive into the fascinating world of research paradigms within the context of case study methods in communication research.

Table of Contents

• What are research paradigms?
• The positivist approach
• The interpretive paradigm
• The critical paradigm
• Selecting the right paradigm for your case study
• Case studies in communication research
• Embracing the complexity of human behavior

What are research paradigms? 🔗

At the heart of any research lies a paradigm—a set of beliefs and practices that guide researchers through the process of inquiry. Paradigms shape what we study, how we study it, and how we interpret our findings. In the realm of case studies, three main paradigms play a pivotal role: positivism , interpretive, and critical. These paradigms influence the researcher’s approach, from the formulation of the research question to the collection and analysis of data.

The positivist approach 🔗

Objectivity and quantifiable evidence: Positivism, rooted in the natural sciences, seeks to understand the world through objective observations and quantifiable evidence. It assumes a single, observable reality that can be studied through structured methodologies and statistical analysis.

Emphasis on hypothesis testing : In positivist case studies, researchers often begin with a hypothesis and use empirical data to test it. The goal is to establish cause-and-effect relationships and generalize findings across similar situations.

Critiques and limitations: Critics argue that positivism overlooks the subjective nature of human experience. It may inadequately capture the nuances of communication phenomena, which are often influenced by context and individual interpretation.

The interpretive paradigm 🔗

Understanding subjective experiences: The interpretive paradigm shifts the focus from objective facts to the subjective meanings that individuals attach to their experiences. It recognizes that reality is socially constructed through language, consciousness, and shared meanings.

Qualitative methods and in-depth analysis: Interpretive case studies typically employ qualitative methods , such as interviews or participant observation , to gain deep insights into people’s perspectives and behaviors within their specific contexts.

Contributions to rich, contextual understanding: By embracing the complexity of social phenomena, interpretive research provides a rich, contextual understanding of communication processes. It highlights how individual and cultural factors influence the way people interpret messages and interact with each other.

The critical paradigm 🔗

Challenging the status quo: The critical paradigm goes beyond understanding the world—it aims to change it. It questions power structures, inequalities, and the social forces that shape communication and society at large.

Empowerment and advocacy: Researchers operating within this paradigm often seek to empower marginalized groups and advocate for social justice . They explore how communication can perpetuate or challenge power dynamics within societies.

Interdisciplinary approaches: Critical case studies may draw on various disciplines, such as sociology, political science, and cultural studies, to analyze and critique communication practices and their implications for society.

Selecting the right paradigm for your case study 🔗

Choosing the appropriate research paradigm is crucial for the success of a case study. The decision should be based on the nature of the research question, the objectives of the study, and the researcher’s worldview. Let’s discuss how to make this choice:

• Aligning with research questions: Consider whether you’re seeking to test a theory (positivism), understand experiences (interpretive), or challenge societal norms (critical).
• Considering the researcher’s role: Reflect on the level of involvement you wish to have with your subjects and whether your presence may influence their behavior.
• Assessing ethical implications: Think about the ethical considerations of your research and how different paradigms may approach consent, confidentiality , and representation.

Case studies in communication research 🔗

Communication research often deals with complex, nuanced social interactions that may not fit neatly into one paradigm.

• Combining paradigms: Researchers sometimes integrate elements from different paradigms to address the multifaceted nature of communication phenomena.
• Reflexivity and adaptation: As case studies unfold, researchers must remain reflexive, adapting their approach in response to the evolving research context.
• Impact on theory and practice: Case studies contribute to both theory development and practical applications, such as informing communication strategies or policy-making.

Embracing the complexity of human behavior 🔗

Communication is inherently complex, and no single research paradigm can capture all its facets. By understanding and thoughtfully selecting paradigms, researchers can design case studies that provide valuable insights into the rich tapestry of human interaction.

Conclusion 🔗

Research paradigms serve as the backbone for case study methods, guiding researchers through the labyrinth of human communication. Positivism, interpretive, and critical paradigms each offer unique lenses through which to view and analyze communication phenomena. By thoughtfully choosing the paradigm that aligns with their research questions and goals, scholars can uncover the subtle dynamics that shape our interactions and contribute to a deeper understanding of the communicative fabric of society.

What do you think? How might the choice of research paradigm influence the findings of a case study in communication research? Can you think of a situation where combining paradigms might provide a more comprehensive understanding of a communication issue?

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Communication Research Methods

1 Research: Concept, Nature and Scope

• Research: Concept and Role
• Growth and Development
• Importance of Research
• Research: Nature and Characteristics
• Purpose of Research
• Scope of Communication Research

2 Classification of Research

• Based on Design
• Based on Stage
• Based on Nature
• Based on Location
• Based on Approach
• Communicators
• Media Content
• Distribution

3 Defining and Formulating Research Problems

• Difference between a Social Problem and a Research Problem
• Importance of Review of Literature
• Questions of Relevance, Feasibility, and Achievability
• Research Questions, Objectives, and Hypotheses
• Defining the Terms of Enquiry

4 Sampling Methods

• Types of Sampling
• Sampling Error
• Non-Probability Sampling
• Probability Sampling
• Sample Size

5 Review of Literature

• Literature Review: Need and Importance
• Objectives of Review of Literature
• Evaluation of Material for Review
• Writing Review of Literature

6 Data Collection Sources

• Primary and Secondary Data
• Sources of Secondary data
• Sources of Primary Data
• How to Store and Save Your Data

7 Survey Method

• Salient Features
• Types of Surveys
• Data collection tools
• Types of Questions
• Designing a Questionnaire
• The Process

8 Content Analysis

• Conceptual Foundations
• Characteristics of Content Analysis
• Types of Content Analysis
• Process of Content Analysis
• Let Us Sum Up

9 Experimental Method

• Nature of Experimental Method
• Classic Experimental Research Design
• Process of Experimental Research
• Experimental Design
• Field Experiments
• Merits and Demerits of Experimental Method

10 Interview Techniques

• Interview: Concept and Types
• Informal Interviews
• Structured Interviews
• Semi-structured Interviews
• Unstructured (Indepth) Interviews
• Interviewing Skills
• Ethical Issues

11 Case Study Method

• Case Study: A Qualitative Method
• Research Paradigms
• Main Features of Case Study Method
• Functions of Case Study
• Types of Case Studies
• Case Study Method: Strengths and Limitations
• The Process of Case Study

12 Observation Method

• Characteristics of Observation Method
• Strengths and Limitations
• Types of Observation
• Process of Observation
• Ethical Issues in Observation

13 Semiotics

• Texts and the Study of Signs
• Classification of Signs
• Paradigms and Syntagms
• Encoding and Decoding
• Social Semiotics

14 Basic Statistical Analysis

• Introduction to Statistics
• Populations and Samples
• Scales of Measurement
• Frequency Distribution
• Measures of Central Tendency
• Variability

15 Data Analysis

• Different Research Perspectives
• Handling Quantitative Data
• Qualitative Data Analysis
• Drawing Conclusion Through Data Analysis

16 Report Writing

• Stages in Report Writing
• The Beginning
• Main Body of the Report
• The Final Section
• Effective Writing

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