Analysis And Interpretation In Qualitative Market Research

Author : Willig, Carla
Publisher : McGraw-Hill Education (UK)
ISBN 13 : 0335241417
Total Pages : 259 pages
Book Rating : 4.3/5 (352 download)

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Download or read book Qualitative Interpretation And Analysis In Psychology written by Willig, Carla and published by McGraw-Hill Education (UK). This book was released on 2012-05-01 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This new book by Carla Willig closes a gap in qualitative research in psychology and beyond. It focuses on the process of understanding in qualitative data analysis by taking the perspective of interpretation: What links our understanding with social and psychological phenomena in qualitative research? With its broad coverage of the literature and its clear style of writing it will be most helpful for anyone applying qualitative research to psychological phenomena." Uwe Flick, Alice Salomon University, Berlin and Vienna Universities "In this work Carla Willig takes on one of the most pressing challenges in qualitative inquiry: how are we to confront multiplicity in interpretation? I began reading with great curiosity; I came away feeling that this is the best treatment of this complex subject I have yet encountered. Combining conceptual sophistication, the skill of clarity, and a welcome sense of balance, Willig illuminates and enriches. Her discussion on the ethics of interpretation sets the book apart. Now I clamor to join the discussions demanded by this fascinating work." Kenneth Gergen, Senior Research Professor, Swarthmore College, USA "Carla Willig's balanced and insightful text goes to the heart of what is stake in debates over qualitative analysis: the act of interpretation itself. Beginning with the idea that the researcher must recognise both the responsibility and privilege of research, Willig clearly demonstrates how interpretation is actually performed and how to negotiate the epistemological and practical issues that are involved. Opposing the tendency for the researcher to disappear in the act of 'doing analysis', this book offers a distinctively human and affective vision of interpretative work. There is much here for both dedicated qualitative researchers and curious empiricists of every stripe. Students of psychology, read on: you have nothing to lose but your prejudices." Steven Brown, Professor of Social and Organisational Psychology, University of Leicester, UK "At last! This is the book that qualitative researchers in psychology have required for some time, and it fills a significant gap for the field. Willig provides a brilliantly written comprehensive account of the importance and value of interpretation in qualitative research, covering theory, ethics and debate around interpretation, and including detailed practical applications that reveal the complexities and complications involved in interpretative analytic work. This text exposes the necessity of reaching for interpretation in qualitative data analysis, and is essential reading for qualitative researchers, whatever their level of expertise, both within and beyond psychology." Kerry Chamberlain, Professor of Social and Health Psychology, Massey University, New Zealand Interpretation is an integral part of all qualitative research, yet relatively little has been written about its process. In her new book, Carla Willig, author of international bestseller Introducing Qualitative Research Methods in Psychology, sheds light on the role of interpretation in qualitative research in psychology and describes the different approaches for practice. Packed with case studies, two full interview transcripts and worked examples from psychology, health sciences and the arts, Willig skilfully guides you to conduct qualitative research which is interpretative and based upon a clear rationale and interpretative position. You will also learn how to evaluate interpretative research and to acquire an understanding of what constitutes best ethical practice. Carla's transcribed conversations with Stephen Frosh, Christine Griffin and Jonathan Smith about the meaning and practice of interpretation provide a fascinating insight into the ways in which highly experienced researchers engage with the challenge of interpreting qualitative data. This book will be valuable reading for all psychology students, researchers and practitioners and a useful reference for students across the social sciences and related health disciplines.