Opening up the black box: Switching the paradigm of qualitative research

The paper argues that, while we have refined the moderation of qualitative interviews, for reasons that are sometimes as much political as practical, we have neglected the study of the interpretation of qualitative data, consigning it to an unknowable subjective 'black box'.

Opening Up The Black Box: Switching The Paradigm Of Qualitative Research

Virginia ValentineSemiotic Solutions, United Kingdom

INTRODUCTION

"Interpretation depends on the individual- his unique combination of personality, experience and theoretical training, as well as demographic criteria such as age, sex and socio-economic group."

(Gordon and Langmaid 1988)

"Interpretation is playful, imaginative, creative, intuitive, subjective, particularistic, transformative, imaginative and representative. Interpretive insights often spring from serendipity."

(Spiggle, Journal of Consumer Research, Vol 21)

The quotes above...

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