管理哲学专题课件

1、管理哲学专题4 管理学中的定性研究Reference:Berger, P. L. and Luckman, T., (1966). The Social Construction of Reality, Allen Lane The Penguin Press. Easterby-Smith, M., Thorpe, R. and Lowe, A., (2002). Management Research: An Introduction. 2nd ed. London: Sage Publications.Kvale, Steinar,( 1996). Interviews: An Intr

2、oduction to Qualitative Research Interviewing, Sage Publications.McNamara, Carter, (1999).PhD. General Guidelines for Conducting Interviews, Minnesota.G. McKenzie, J. Powell and R. Usher, (Eds.), Understanding Social Research: Perspectives on Methodology and Practice, The Falmer PressYin，R.K.( 1984)

3、，Case study research methods：design and methods .Newbury park.ca:sage publications,2932.Methodology & Method方法论：如何实施按逻辑拟定的研究计划，程序，对知识进行探究的理论。它包括对与某个特定学科或者领域的研究普遍过程、哲学概念和理论的描述。它还涉及具体研究或方法论背后的原则和哲学假设。研究方法: 指在所拟定的研究计划和程序指导下的具体实施，进行具体性的研究操作，比如怎样收集资料，怎样调查，如何统计等等。方法论/研究方法在社会科学研究过程中的位置What is qualitative r

4、esearch?scientific research consists of an investigation that:Seeks answers to a questionSystematically uses a predefined set of procedures to answer the questionCollective evidenceProduces findings that were not determined in advanceProduces findings that are applicable beyond the immediate boundar

5、ies of the studyWhat is qualitative research?定性研究的涵义 广义：以研究者本人作为研究工具，在自然情境下采用多种资料收集方法，对社会现象进行整体性探究，主要使用归纳法分析资料和形成理论，通过与研究对象互动，对其行为和意义建构获得解释性理解的一种活动. 狭义：定性研究是一种探索性的研究，它通过一些方法获得人们的想法、感受等方面较为深层反应的信息，主要用于了解目标人群，有关态度、信念、动机、定位等有关问题。Research QuestionsQuantitative:-About measuring -eg. How much/how many/wha

6、t proportionQualitative:-About classifying and explain-eg. Why, HowWhat can we learn from qualitative research?1.The strength of qualitative research is its ability to provide complex textual descriptions of how people experience a given research issue. 2. It provides information about the “human” s

7、ide of an issue.3.Qualitative methods are also effective in identifying intangible factors.4.When used along with quantitative methods, qualitative research can help us to interpret and better understand the complex reality of a given situation and the implications of quantitative data. Philosophica

8、l background of research designDifferent epistemologies provide different versions of how things can be known, and in this sense epistemologies are intimately associated with different disciplines having different ways of knowing the world. Disciplines are located within one (or more than one) parad

9、igm, which delineates their research area and methods.the importance of the philosophical underpinnings of a researchUsher (1997:4) puts, there is no means of carrying out research which is neutral and self-validating, any method in the final analysis being dependent on its location in disciplinary

10、paradigms and research traditions and on an epistemological-ontological rationale and position.Easterby-Smith et al. (2002), failure to think through philosophical tradition, while not necessarily fatal, can seriously weaken the quality of management research, and it is central to the notion of rese

11、arch design. Subjectivist approach to social scienceObjective approach to social scienceOntologyNominalismRealism EpistemologyInterpretivist (Constructionism )PositivismHuman natureVoluntarism Determinism MethodologyIdiographic / qualitative Nomothetic/quantitative The subjective-objective dimension

12、 about the nature of social science定性和定量分析的哲学基础实证主义PositivismThe key idea of positivism is that the social world exists externally, and that its properties should be measured through objective methods, rather than being inferred subjectively through sensation, reflection or intuition. 实证主义有两个假设前提：An

13、 ontological assumption, that reality is external and objective;An epistemological assumption, that knowledge is only of significance if it is based on observation of this external reality.实证主义的研究观点 Independence； Value-freedom；Causality；Hypothesis and deduction；Reductionism；Generalization；Cross-sect

14、ional analysis.Social Constructionism The key idea of social constructionism is that reality is determined by people rather than by objective and external factors. Hence the task of social scientist should not be to gather facts and measure how often certain patterns occur, but to appreciate the dif

15、ference constructions and meanings that people place upon their experience. Contrasting implication of positivism and social constructionismPositivismSocial ConstructionismThe observer Must be independentIs part of what is being observedHuman interestsShould be irrelevantAre the main drivers of scie

16、nceExplanations Must demonstrate causalityAim to increase general understanding of the situationUnits of analysisShould be reduced to simplest termsMay include the complex of whole situationGeneralization throughStatistical probabilityTheoretical abstractionSampling requiresLarge numbers selected ra

17、ndomlySmall numbers of cases chosen for specific reasonsQualitative research methodsParticipant observation (参与者观察)document analysis（实物分析）In-depth interviews（深度访谈）Focus groups（焦点小组） 收集定性研究的数据的形式：现场记录（field notes）, audio and sometimes video (音频或视频)， recording (录音)，transcripts (笔录)。Comparing Quantitat

18、ive and Qualitative ResearchWhat are the basic differences between quantitative and qualitative research methods?their analytical objectivesthe types of questions they posethe types of data collection instruments they usethe forms of data they produce the degree of flexibility built into study desig

19、nQuantitative researchQualitative researchGeneral frame workSeek to confirm hypotheses about phnomenaSeek to explore phenomena ResearcherIndependent outsiderThe co-creator with participant of the researchResearch processHypotheses and deductionsGathering data from which ideas are inducedResearch des

20、ignStandardized, structured;Use high structured methods as questionnaires, surveys, and structured observation. Flexible;Using semi-structured methods such as in-depth interviews,focus groups and participants observationQuestion formatClosed-endedOpen-endedData formatNumerical textualSampling requir

21、esLarge number of samples selected randomlySmall number of cases chosen for specific reasonsGeneralization throughStatistical probabilityTheoretical abstractionResearch goalcausal determination, prediction and generalities of findingsillumination, understanding, and extrapolation to similar situatio

22、ns定性和定量研究最主要的差别定性和定量分析的最重要的差别就是两者的灵活性（flexibility）. 通常，定量分析是不灵活的。按照定量分析的方法，比如调查或者问卷，研究者会按照一致的顺序来问所有的被调查者设计好的问题。而定性研究是比较灵活的，也就说它容许研究者和被试之间存在更多的自发性和适应性。研究者和被试之间的关系在定性研究较为非正式。参与者有机会更完整地，更深入地回答问题，同时研究者可以根据参与者的回答来调整后面的问题。需要注意的是，定性和定量研究都需要掌握灵活性的度，来保证研究的科学严谨性。定性研究的优势可以发掘参与者的文化背景研究结果不在研究者的预测之内 可以对研究提供丰富的解释可

23、以作为定量研究的深度研究，或者大型研究的初期研究可以填补很多国际学术领域的空白几种定性研究方法InterviewingFocused groupCase studyGround theoryInterviewingThe main task in interviewing is to understand the meaning of what the interviewees say. (Kvale,1996)A qualitative research interview seeks to cover both a factual and a meaning level, though i

24、t is usually more difficult to interview on a meaning level. (Kvale,1996) Interviews are particularly useful for getting the story behind a participants experiences. The interviewer can pursue in-depth information around the topic. Interviews may be useful as follow-up to certain respondents to ques

25、tionnaires,e.g., to further investigate their responses. (McNamara,1999)Aspects of qualitative research interviews访谈是要通过受访者的回答来完成的；访谈比问卷调查是要更私人化的形式；和邮件调查不同，访谈有机会去探索受访者，去问一些和回答相关的问题；访谈在寻求观点的时候对受访者来说比较简单；访谈比较费时间，而且资源比较有限制;采访者应该是调查手段的一部分， 而且采访者应该有专业的技能对付任何突然的情况。Types of interviewsInformal, conversation

26、al interviewGeneral interview guide approachStandardized, open-ended interview Closed, fixed-response interviewPreparation for interview选择比较合适的采访地点，避免分散注意力的场所；首先要解释采访的目的；明确保密性的问题；明示采访的形式和程序；明确大致的采访时间；提供采访者的联系方式和调研的基本背景材料；允许受访者提出关于采访的任何疑问；做好采访记录的准备。Qualification criteria for the interviewerKnowledgea

27、ble；Structuring；Clear；Gentle；Steering；Critical；Interpreting .Types of topics in QuestionsBehaviours一个人或者一组人的行为，做过什么，正在做什么Opinions/values对于某个话题，某个人的观点是什么Feelings除了某个人的想法，他的感受是怎么样的Knowledge去获取关于某个话题的事实信息Sensory人们所看，所摸，听到或者闻到的知觉经验Background/demographics为了获得标准的背景信息，比如年龄，学历，工作经验等等。Stages of interview inv

28、estigation先确定调查的目的和意义设计调查的方式实施访谈把访谈结果进行整理（录音录像的整理和导出，分类等等）分析，对访谈结果进行分析，进行意义的解释证实访谈结果的有效性最后将研究结果作为报告进行呈现。Telephone Interview优点：1.电话采访可以让研究者更快速地获得信息；2.和私人访谈一样，电话访谈也有采访者和受访者之间的互动和交流。缺点：1.有些人可能不习惯对着电话讲很久，所以电话采访一般不能持续太久；2.随机打电话的话，容易被拒绝；3.电话访谈不容易把握受访者的情绪；4.不容易做记录；5.对电话的信号要求很高。Group and Focus interviews所谓焦

29、点小组访谈是指一个由8-12人组成的访谈小组，在一名主持人的引导下，对某一主题或者观念进行深入讨论的访谈方式。焦点小组访谈的目的在于通过引导参与者对主题进行充分和详尽的讨论，了解与理解人们的深层的态度、情感动机、想法以及原因。焦点小组访谈的一个典型特征就是：充分利用了群体动力（group dynamics）的功能。所谓群体动力是指，群体内部成员之间相互的影响作用。Stages of group interview访谈环境的选择与设备的准备筛选并约请参与人员选择访谈主持人编写访谈大纲主持访谈撰写访谈报告对主持人的要求有组织能力有良好的沟通能力和技巧扎实的专业知识价值多元化良好的沟通技巧好的观察技

30、巧客观性灵活性小组访谈报告研究背景，目的，主要内容，小组成员的个人情况简介以及甄选过程，访谈的安排等等主要的讨论结果，发现以及建议访谈的原始资料的按照主题的分类有选择性的展示、罗列。也可以附录的方式全部附在报告的后面，供详细阅读与查阅。焦点小组访谈的优缺点优点：1.焦点小组访谈可以使参与者之间相互激发产生新的观点和想法，使讨论更加全面和深入，是一对一的访谈所达不到的。2.焦点小组访谈效率很高，比邀约不同的访谈对象进行一对一的访谈要更节约时间。不足：群体压力对参与成员的约束与限制作用。主持人的态度和主观意见有的时候会导致受访者不真实的回答。受访者的个性对结果的影响。焦点小组访谈的发展趋势电话焦点

31、小组访谈法双向焦点小组访谈法（two-way focus group）电视会议焦点小组访谈法名义编组会议深度访谈和小组访谈的比较深度访谈消除了群体压力，更有可能提供真实的信息，小组访谈更能引发新观点；深度访谈的一对一交流能使受访者感到自己是焦点，从而更倾向于吐露心声；在一些特殊情况下，深度访谈是唯一可行的方法；深度访谈通常比焦点小组访谈成本高，时间花费大，尤其当受访人数比较多时。Case study案例研究案例研究也称个案研究法，属于描述性研究，是一种解释社会现象的研究方法，在法律、医学、社会学以及管理学界都得到了广泛的应用。它强调运用历史数据、档案材料、访谈、观察等方法收集数据，并运用可靠技

32、术对一个事件进行分析从而得出 对某个话题或者事件的描述、解释和结论。Case study methods involve systematically gathering enough information about particular person, social setting, event, or group to permit the research to effectively understand how it operates or functions. The case study is not actually a data-gathering technique,

33、but a methodological approach that incorporates a number of data-gathering measures (Hameal, Dufour, Fortin, 1993). 案例研究的三种类型Exploratory Case Studies探索性案例研究在未确定研究问题之前，凭借研究者的直觉到现场了解情况，搜集资料形成案例，然后根据案例的情况来确定研究问题和理论假设。Explanatory Case Studies解释性案例研究旨在对事物背后的因果关系进行分析和解释。Descriptive Case Studies描述性案例研究这种案例

34、研究要求研究者提供一个关于某个事件或者现象的描述 . 案例研究的目的和应用目的：案例研究通过对某些现象、事件进行描述和深入的观察，从而发展新的理论，或者对现存理论进行检验、发展或修改。案例研究的目的在于发现新问题，或者发现现存理论的未知方面。应用：案例研究适用于新的研究领域或现有理论似乎不是特别充分的领域。案例研究对某个主题的初期研究时特别有用。规范的案例研究步骤：1.研究设计2. 数据收集3.数据分析4.撰写研究报告规范案例研究研究设计明确研究问题。先确定研究的目的和主题，来确定研究对象和数据收集的范围。预设构念（适用于解释性研究）用案例结果来验证；搜集相关理论（适用于探索性研究），以便将研究的结论和现存相关理论进行比较。多案例设计。使用多个案例，或者一个单案例中嵌套几个小案例。明确的分析单元。明确要研究的主要对象，可以是具体的，比如个人，组织，或者产业等等，也可以是抽象的，比如决策，企业文化等。Pilot Research. 在正式搜集资料前，可以采取试点研究，选取一小部分研究对象来试验一下初步的研究设计是否有效，还有什么需要改变。个人研究/团队研究。规范案例研究数据收集1.数据收集的过程和程序2.多种收集方法。文献documents、档案archival records、深度访谈 in-depth interviews 、直接观察 di