Estrategias metodológicas para el análisis de datos textuales: aplicaciones en psicología del consumidor

Suma Psicologica 11/2011; 18(2):7-15.


This paper presents a classification methodology for studies of textual data. This
classification is based on the two predominant methodologies for social science
research: qualitative and quantitative. The basic assumption is that the research
process involves three main features: 1) Structure Research, 2) Collection of information
and, 3) Analysis and Interpretation of Data. In each, there are general
guidelines for textual studies.

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Available from: Andrea Velandia-Morales, Oct 04, 2015
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    ABSTRACT: Dieser Aufsatz stellt Überlegungen zu den ethischen Entscheidungen vor, die wir in der Internetforschung treffen, insbesondere in der Ethnografie. Ausgehend von den Ethikrichtlinien, die für die (naturwissenschaftliche) Forschung am Menschen entwickelt worden sind, betrachten wir bereits existierende Lösungen, welche diese allgemeinen Leitlinien an die Eigenheiten der Internetforschung anzupassen versuchen. Wir argumentieren, dass viele dieser Empfehlungen mit Blick auf die Erfordernisse bestimmter Instrumente formuliert wurden (Chats, Mailinglisten, Blogs, etc.), denen jeweils spezifische technologische Eigenschaften zugeschrieben wurden und von denen dann auf Merkmale der dort vorfindbarer Interaktionen (z.B. privat vs. öffentlich) geschlossen wurde. Wir stellen diese Ansätze in Frage, da wir davon ausgehen, dass die Zuschreibung technologischer Eigenschaften den Rahmen ethischer Entscheidungen, die Forschende treffen, unnötig verengt. Stattdessen plädieren wir für eine situierte und dialogische Ethik, die die je besonderen Bedingungen des aktuellen Forschungskontexts berücksichtigt. Diesem Vorschlag folgend, gehen wir auf einige der Entscheidungen ein, die wir in unseren Feldforschungen über spanische Blogger(innen) getroffen haben. Ausgehend von einem daraufhin von uns entwickelten "Feld-Blog" beschreiben wir drei Achsen, entlang derer wir unsere forschungsethischen Entscheidungen orientierten: Art und Umfang der zu jeder Person erhobenen Daten, die Offenlegung der Beteiligung der Forschenden im Feld und das Bestreben um Symmetrie und Gegenseitigkeit mit den Beteiligten im Feld. This article reflects openly on the decisions that researchers have to deal with when undertaking qualitative research, especially ethnography, on the Internet. Our argument takes as starting point the ethical guidelines already developed for human subject research, and the way Internet researchers have tried to adapt these guidelines to their field. We argue that many of these ethical recommendations for researching the Internet have been designed according to specific applications (a chat, a mailing list, a blog, etc.), conferring specific properties to technology and making inferences about the kind of interaction that is taking place through such devices (public or private, for instance). We question these approaches and consider that the attribution of properties to technology restricts the scope of the ethical decisions that the researcher can make. We advocate a dialogical and situated ethical practice that takes into account every particular context when making any ethical decision during research. In line with this proposal, we report some ethical dilemmas that we have had to face in our own fieldwork on blogging practices among Spanish bloggers. We also draw on our experience of creating a "field blog" as part of our research. We describe three axes that have helped us to guide our ethical decisions in the field: the scope of individual data collected for participants in the course of research, the explicit and open presence of the researchers, and the search for symmetry and mutuality with our respondents in the field. Este artículo presenta una reflexión sobre las decisiones éticas que tomamos en investigaciones con personas realizadas en internet, especialmente en etnografía. Partiendo de las guías éticas desarrolladas para la investigación con seres humanos, veremos las soluciones tomadas para adaptarlas a las especificidades de internet. Argumentaremos que muchas de estas recomendaciones se organizan de acuerdo a la categoría de los dispositivos (chats, listas de correos, blogs, etc.), atribuyéndolos propiedades específicas y estableciendo "a priori" decisiones sobre la ética de la investigación. Discutiremos la cuestión de lo público y lo privado como eje vertebrador de las decisiones éticas en la investigación en internet para argumentar la necesidad de una ética dialógica y situada que tiene en cuenta cada contexto particular para orientar las decisiones. Siguiendo esta propuesta expondremos algunas de las decisiones que hemos tomado en nuestro trabajo de campo sobre la Blogosfera y, a partir de la experiencia en la elaboración de un "blog de campo", plantearemos tres ejes sobre los que hemos articulado nuestro compromiso ético durante la investigación: la amplitud del registro de datos de cada persona, la declaración de la presencia del investigador y la búsqueda de simetría y mutualidad con los corresponsales en el campo.
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    ABSTRACT: Purpose – This article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data analysis, i.e. where data are interpreted with two lenses: qualitative and quantitative. Design/methodology/approach – The dynamics of an entrepreneurial firm's network are analyzed by combining: content and event analysis of case data and network maps with the use of UCINET 6, a software package developed for social network analysis. Findings – In illustrating the bifocal approach, steps related to data collection, preparation and analysis are discussed. The findings show how the bifocal approach captures change in both a network's structure and its interactions, through a firm's life-stages. Research limitations/implications – The primary limitation of the approach is that reliance on UCINET 6 statistics oversimplifies network analysis. Thus, optimal use of the approach is best achieved when the structural patterns generated by UCINET 6 are balanced by qualitative analysis of the interactional dimensions of the network on a longitudinal basis. Future research opportunities include cross-network analysis and examination of the networks of lead entrepreneurs in comparison with one another, over time. Practical implications – The bifocal approach allows examination of network power shifts and identification of opportunities for strategic action and relationship management. Originality/value – This article shows that the application of the bifocal approach facilitates a more meaningful analysis of networks than does a purely qualitative approach. It allows for time-based examination of whole systems of organizations and scrutiny of dimensions pertaining to both network structure and the interactions and relationships between individual actors.
    Qualitative Market Research 02/2005; 8(1):39-60. DOI:10.1108/13522750510575435
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