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An Illustration of Deductive Analysis in Qualitative Research

The document discusses deductive qualitative research and illustrates how to conduct it through a case study approach. It combines deductive thematic analysis and pattern matching to analyze qualitative data in a structured way. The paper aims to provide guidance and examples for applying deductive qualitative techniques since there is currently little guidance available.

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52 views1 page

An Illustration of Deductive Analysis in Qualitative Research

The document discusses deductive qualitative research and illustrates how to conduct it through a case study approach. It combines deductive thematic analysis and pattern matching to analyze qualitative data in a structured way. The paper aims to provide guidance and examples for applying deductive qualitative techniques since there is currently little guidance available.

Uploaded by

yasmine
Copyright
© © All Rights Reserved
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An Illustration of Deductive Analysis in Qualitative Research

Noel Pearse
Rhodes University, Grahamstown, South Africa
[email protected]
DOI: 10.34190/RM.19.006

Abstract: Deductive qualitative research takes as its departure point, the theoretical propositions that are derived from a
review of the literature and applies these to the collection and analysis of data. However, most qualitative studies in
business-related research have adopted an inductive approach, with only a few examples of deductive qualitative studies.
Deductive qualitative research procedures have the potential to address some of the shortcomings of inductive
approaches, including a more systematic development of a body of knowledge of behavioural and social processes that
take place in business. Unfortunately, since deductive qualitative analysis has been neglected, there is little guidance and
few examples offered that illustrate the application of these techniques. This poses a challenge for researchers who often
need a greater level of structure when it comes to designing and conducting their research. Therefore, the aim of this
paper is to illustrate the design of research protocol that integrates two deductive approaches that are suitable for case
study research, namely deductive thematic analysis and pattern matching. Using the personal change theory of Fogg, this
paper develops a step-wise process for carrying out deductive qualitative research that researchers can follow, integrating
the use of pattern matching and deductive thematic analysis. In doing so, it also illustrates the research design phase of
this process, including the development of propositions, the drafting of a code book, and the formulation of a question
matrix.

Keywords: thematic analysis, pattern matching, case study research, deductive qualitative analysis, personal change

1. Introduction
There is proportionately less qualitative research published in business research when compared to studies of
a quantitative nature (Bryman 2004; Fischer, Dietz, & Antonakis 2017). The consequence of this relative
neglect of qualitative research is that there is a superficial understanding of, and little theory development
related to the behavioural and social processes that take place in organisations and business (see for example,
Brown 2018; DeRue & Ashford 2010; Fischer et al. 2017) and research results have become removed from real
experiences and behaviours (Higgs & Rowland 2011). On the other hand, referring to leadership research in
particular, Bryman (2004), bemoans the tendency of qualitative researchers who – in adopting an ideographic
and inductive approach - do not engage in prior theoretical conjecture. As a result, they do not build upon the
work of other researchers, thereby undermining attempts to build a body of knowledge that is distinctive to
qualitative leadership research.

Deductive qualitative research is differentiated from other qualitative approaches in that it takes as its
departure point, the theoretical propositions that are derived from a review of the literature and applies these
to the collection and analysis of data (Boyatzis 1998; Fereday & Muir-Cochrane 2006; Hyde 2000). The appeal
of deductive qualitative analysis is evident in its recommended use in case studies, with Robert Yin (Yin 2014) -
widely regarded as a major proponent of the case study method - having adopted a deductive approach (Riege
2003) in the development of his version of the case study method. Deductive analysis is particularly relevant
for explanatory case studies (Fisher & Ziviani 2004). However, only a small portion of qualitative studies have
adopted a deductive approach (e.g. Denis, Langley, & Pineault 2000). Since deductive qualitative analysis has
been neglected, there is little guidance and few examples offered that illustrate the application of these
techniques. This poses a challenge for students and novice researchers in particular, who need a greater level
of structure when it comes to designing and conducting their research. Therefore, the aim of this paper is to
illustrate the combined application of two deductive analytical approaches that are suitable for case study
research design, namely deductive thematic analysis and pattern matching.

2. Deductive Thematic Analysis


“Thematic analysis is a method for identifying, analysing and reporting patterns (themes) within data” (Braun
& Clarke 2006, p. 79). Thematic analysis is used regularly and flexibly in qualitative data analysis, and there
have been several attempts to provide a more systematic approach to its use, with most authors combining
deductive and inductive versions to create a hybrid approach (Braun & Clarke 2006; Fereday & Muir-Cochrane
2006; Rishi, Jauhari, & Joshi 2015), while a few set out differentiated processes for these alternatives (see for
example, Boyatzis 1998).

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