Research methodologies: from a phenomenological approach to positivism to triangulation

Résumé du document

Naslund (2002) explains that « People view the world differently »; as true as this statement is in general terms, it takes an interesting dimension when related to research. In order to understand the real implications of the research, it is essential to understand the theories behind the research processes. Two main schools of thoughts exist: the positivist and phenomenological approaches, including the two main research methodologies that are used in the scientific and business worlds i.e. the quantitative and qualitative research. This essay will define the research processes with regard to communication business and practice. Then, the notion of paradigm will be described, along with the two main research paradigms.

Extraits

[...] Logical positivism, referred to as quantitative methodology or experimental method, is used to test hypothetical-deductive generalisations. Amaratunga et al. (2002) present the quantitative method has having a very strong academic tradition, as numbers represent “opinions or concepts” and are therefore extremely convincing and reliable. Many areas are dominated by quantitative research, natural sciences in particular. Quantitative research has two major implications: observer has to be independent and an hypothesis is formulated before the enquiry, and then verified (Amaratunga et al., 2002). [...]

[...] Other schools of thoughts are based on positivism. For example, deductivism, that will make generalisation from a finite set of events. This approach of a generalisation grounded by regularities and positivism in general are rejected by the interpretative science/phenomenological approach (Amaratunga et al., 2002). Whereas positivism is the school of thoughts for quantitative research, phenomenology is directly related to qualitative/naturalistic approaches. Also called interpretive science, its is described by Amaratunga et al. (2002) as a methodology aimed to understand human experiences a specific system of settings. [...]

[...] Therefore it is logical to find in the literature that methodology and research possess similar functions, the former being a way to conduct the latter. Different methodologies exist and researchers emphasize the need to choose an appropriate methodology. Remenyi et al. (1998) consider many factors in the methodology selection-process, the topic and the research question being two main ones. Each methodology, associated to a paradigm, has its own strengths and weaknesses, which will also have to be taken into consideration. [...]

[...] Research methodologies: from a phenomenological approach to positivism to triangulation Naslund (2002) explains that People view the world differently as true as this statement is in general terms, it takes an interesting dimension when related to research. In order to understand the real implications of research, it is essential to understand the theories behind research processes. Two main schools of thoughts exist: the positivist and phenomenological approaches, including the two main research methodologies that are used in the scientific and business worlds: quantitative and qualitative research. [...]

[...] As claimed before, practitioners' intuitions are important in communication. Radford and Goldstein (2002) present research as a support to knowledge claims, following Reinard's (2001) claim that “research is an argument”. Whereas our previous analysis of the research process focused more on a strategy- planning process (proactive communication), this other perspective sees research as the most efficient way to “convince sceptical audiences that what we found is valid and accurate” (Sumser, 2001). Many obvious examples exist, such as lobbyists (“think-tanks”) and pressure groups which do use research specifically for this particular purpose. [...]