管理哲學專題課件

1、管理哲學專題4 管理學中的定性研究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方法論：如何實施按邏輯擬定的研究計劃，程序，對知識進行探究的理論。它包括對與某個特定學科或者領(lǐng)域的研究普遍過程、哲學概念和理論的描述。它還涉及具體研究或方法論背后的原則和哲學假設。研究方法: 指在所擬定的研究計劃和程序指導下的具體實施，進行具體性的研究操作，比如怎樣收集資料，怎樣調(diào)查，如何統(tǒng)計等等。方法論/研究方法在社會科學研究過程中的位置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?定性研究的涵義 廣義：以研究者本人作為研究工具，在自然情境下采用多種資料收集方法，對社會現(xiàn)象進行整體性探究，主要使用歸納法分析資料和形成理論，通過與研究對象互動，對其行為和意義建構(gòu)獲得解釋性理解的一種活動. 狹義：定性研究是一種探索性的研究，它通過一些方法獲得人們的想法、感受等方面較為深層反應的信息，主要用于了解目標人群，有關(guān)態(tài)度、信念、動機、定位等有關(guān)問題。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學基礎實證主義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. 實證主義有兩個假設前提：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.實證主義的研究觀點 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 (參與者觀察)document analysis（實物分析）In-depth interviews（深度訪談）Focus groups（焦點小組） 收集定性研究的數(shù)據(jù)的形式：現(xiàn)場記錄（field notes）, audio and sometimes video (音頻或視頻)， recording (錄音)，transcripts (筆錄)。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別定性和定量分析的最重要的差別就是兩者的靈活性（flexibility）. 通常，定量分析是不靈活的。按照定量分析的方法，比如調(diào)查或者問卷，研究者會按照一致的順序來問所有的被調(diào)查者設計好的問題。而定性研究是比較靈活的，也就說它容許研究者和被試之間存在更多的自發(fā)性和適應性。研究者和被試之間的關(guān)系在定性研究較為非正式。參與者有機會更完整地，更深入地回答問題，同時研究者可以根據(jù)參與者的回答來調(diào)整后面的問題。需要注意的是，定性和定量研究都需要掌握靈活性的度，來保證研究的科學嚴謹性。定性研究的優(yōu)勢可以發(fā)掘參與者的文化背景研究結(jié)果不在研究者的預測之內(nèi) 可以對研究提供豐富的解釋可

23、以作為定量研究的深度研究，或者大型研究的初期研究可以填補很多國際學術(shù)領(lǐng)域的空白幾種定性研究方法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訪談是要通過受訪者的回答來完成的；訪談比問卷調(diào)查是要更私人化的形式；和郵件調(diào)查不同，訪談有機會去探索受訪者，去問一些和回答相關(guān)的問題；訪談在尋求觀點的時候?qū)κ茉L者來說比較簡單；訪談比較費時間，而且資源比較有限制;采訪者應該是調(diào)查手段的一部分， 而且采訪者應該有專業(yè)的技能對付任何突然的情況。Types of interviewsInformal, conversation

26、al interviewGeneral interview guide approachStandardized, open-ended interview Closed, fixed-response interviewPreparation for interview選擇比較合適的采訪地點，避免分散注意力的場所；首先要解釋采訪的目的；明確保密性的問題；明示采訪的形式和程序；明確大致的采訪時間；提供采訪者的聯(lián)系方式和調(diào)研的基本背景材料；允許受訪者提出關(guān)于采訪的任何疑問；做好采訪記錄的準備。Qualification criteria for the interviewerKnowledgea

27、ble；Structuring；Clear；Gentle；Steering；Critical；Interpreting .Types of topics in QuestionsBehaviours一個人或者一組人的行為，做過什么，正在做什么Opinions/values對于某個話題，某個人的觀點是什么Feelings除了某個人的想法，他的感受是怎么樣的Knowledge去獲取關(guān)于某個話題的事實信息Sensory人們所看，所摸，聽到或者聞到的知覺經(jīng)驗Background/demographics為了獲得標準的背景信息，比如年齡，學歷，工作經(jīng)驗等等。Stages of interview inv

28、estigation先確定調(diào)查的目的和意義設計調(diào)查的方式實施訪談把訪談結(jié)果進行整理（錄音錄像的整理和導出，分類等等）分析，對訪談結(jié)果進行分析，進行意義的解釋證實訪談結(jié)果的有效性最后將研究結(jié)果作為報告進行呈現(xiàn)。Telephone Interview優(yōu)點：1.電話采訪可以讓研究者更快速地獲得信息；2.和私人訪談一樣，電話訪談也有采訪者和受訪者之間的互動和交流。缺點：1.有些人可能不習慣對著電話講很久，所以電話采訪一般不能持續(xù)太久；2.隨機打電話的話，容易被拒絕；3.電話訪談不容易把握受訪者的情緒；4.不容易做記錄；5.對電話的信號要求很高。Group and Focus interviews所謂焦

29、點小組訪談是指一個由8-12人組成的訪談小組，在一名主持人的引導下，對某一主題或者觀念進行深入討論的訪談方式。焦點小組訪談的目的在于通過引導參與者對主題進行充分和詳盡的討論，了解與理解人們的深層的態(tài)度、情感動機、想法以及原因。焦點小組訪談的一個典型特征就是：充分利用了群體動力（group dynamics）的功能。所謂群體動力是指，群體內(nèi)部成員之間相互的影響作用。Stages of group interview訪談環(huán)境的選擇與設備的準備篩選并約請參與人員選擇訪談主持人編寫訪談大綱主持訪談撰寫訪談報告對主持人的要求有組織能力有良好的溝通能力和技巧扎實的專業(yè)知識價值多元化良好的溝通技巧好的觀察技

30、巧客觀性靈活性小組訪談報告研究背景，目的，主要內(nèi)容，小組成員的個人情況簡介以及甄選過程，訪談的安排等等主要的討論結(jié)果，發(fā)現(xiàn)以及建議訪談的原始資料的按照主題的分類有選擇性的展示、羅列。也可以附錄的方式全部附在報告的后面，供詳細閱讀與查閱。焦點小組訪談的優(yōu)缺點優(yōu)點：1.焦點小組訪談可以使參與者之間相互激發(fā)產(chǎn)生新的觀點和想法，使討論更加全面和深入，是一對一的訪談所達不到的。2.焦點小組訪談效率很高，比邀約不同的訪談對象進行一對一的訪談要更節(jié)約時間。不足：群體壓力對參與成員的約束與限制作用。主持人的態(tài)度和主觀意見有的時候會導致受訪者不真實的回答。受訪者的個性對結(jié)果的影響。焦點小組訪談的發(fā)展趨勢電話焦點

31、小組訪談法雙向焦點小組訪談法（two-way focus group）電視會議焦點小組訪談法名義編組會議深度訪談和小組訪談的比較深度訪談消除了群體壓力，更有可能提供真實的信息，小組訪談更能引發(fā)新觀點；深度訪談的一對一交流能使受訪者感到自己是焦點，從而更傾向于吐露心聲；在一些特殊情況下，深度訪談是唯一可行的方法；深度訪談通常比焦點小組訪談成本高，時間花費大，尤其當受訪人數(shù)比較多時。Case study案例研究案例研究也稱個案研究法，屬于描述性研究，是一種解釋社會現(xiàn)象的研究方法，在法律、醫(yī)學、社會學以及管理學界都得到了廣泛的應用。它強調(diào)運用歷史數(shù)據(jù)、檔案材料、訪談、觀察等方法收集數(shù)據(jù)，并運用可靠技

32、術(shù)對一個事件進行分析從而得出 對某個話題或者事件的描述、解釋和結(jié)論。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). 案例研究的三種類型Exploratory Case Studies探索性案例研究在未確定研究問題之前，憑借研究者的直覺到現(xiàn)場了解情況，搜集資料形成案例，然后根據(jù)案例的情況來確定研究問題和理論假設。Explanatory Case Studies解釋性案例研究旨在對事物背后的因果關(guān)系進行分析和解釋。Descriptive Case Studies描述性案例研究這種案例

34、研究要求研究者提供一個關(guān)于某個事件或者現(xiàn)象的描述 . 案例研究的目的和應用目的：案例研究通過對某些現(xiàn)象、事件進行描述和深入的觀察，從而發(fā)展新的理論，或者對現(xiàn)存理論進行檢驗、發(fā)展或修改。案例研究的目的在于發(fā)現(xiàn)新問題，或者發(fā)現(xiàn)現(xiàn)存理論的未知方面。應用：案例研究適用于新的研究領(lǐng)域或現(xiàn)有理論似乎不是特別充分的領(lǐng)域。案例研究對某個主題的初期研究時特別有用。規(guī)范的案例研究步驟：1.研究設計2. 數(shù)據(jù)收集3.數(shù)據(jù)分析4.撰寫研究報告規(guī)范案例研究研究設計明確研究問題。先確定研究的目的和主題，來確定研究對象和數(shù)據(jù)收集的范圍。預設構(gòu)念（適用于解釋性研究）用案例結(jié)果來驗證；搜集相關(guān)理論（適用于探索性研究），以便將研究的結(jié)論和現(xiàn)存相關(guān)理論進行比較。多案例設計。使用多個案例，或者一個單案例中嵌套幾個小案例。明確的分析單元。明確要研究的主要對象，可以是具體的，比如個人，組織，或者產(chǎn)業(yè)等等，也可以是抽象的，比如決策，企業(yè)文化等。Pilot Research. 在正式搜集資料前，可以采取試點研究，選取一小部分研究對象來試驗一下初步的研究設計是否有效，還有什么需要改變。個人研究/團隊研究。規(guī)范案例研究數(shù)據(jù)收集1.數(shù)據(jù)收集的過程和程序2.多種收集方法。文獻documents、檔案archival records、深度訪談 in-depth interviews 、直接觀察 di