chapter  29
7 Pages

Adventures in Qualitative Research

ByConnie J. G. Gersick

There are at least three compelling reasons for using established methods to analyze qualitative data. First, it is good science. We want our advances to be cumulative. Second, it is efficient. Qualitative data can be messy and overwhelmingly complex. Proven methods may save enormous amounts of time, effort, and anxiety. Finally, it helps legitimize our work. Qualitative research lacks the objective precision of numbers and the persuasiveness of large samples and small p-values. Drawing on well-respected methodological precedent can increase confidence in our findings-and help us survive the combative culture of academic colloquia and journal reviews.