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Journal Issue
Volume 17 Issue 3 / Sep 2019  pp102‑164

Editor: Ann Brown

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A Detailed Guide on Converting Qualitative Data into Quantitative Entrepreneurial Skills Survey Instrument  pp102‑117

Anastacia Mamabolo, Kerrin Myres

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Using the TACT Framework to Learn the Principles of Rigour in Qualitative Research  pp118‑129

Ben K. Daniel

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Addressing The Challenge of Building Research Capabilities in Business Management Undergraduate Students  pp130‑142

Martin Rich, Ann Brown, Aneesh Banerjee

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An Illustration of a Deductive Pattern Matching Procedure in Qualitative Leadership Research  pp143‑154

Noel Pearse

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Augmenting Social Media Research with Q Methodology: Some Guiding Principles  pp155‑164

Charmaine du Plessis

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Abstract

This paper proposes that social media studies could be complemented with Q methodology when a topic that plays out in social media is complex, controversial or sensitive to allow for deep‑seated, integrated online and off‑line perspectives. Although the Fourth Industrial Revolution brought researchers more opportunities and advantages to study topics that were previously inaccessible, using technologies for research does not come without challenges. This is especially the case with social media studies comprising large datasets and where it is not always possible to identify fake profiles, bots, spam or manipulated information without having access to advanced data analysis software. Another point is that views expressed in social media do not always represent offline perspectives. However, while Q methodology has, over the years, adapted its techniques to accommodate new technologies, more can be done to embrace a web 2.0 environment. Why and how social media studies could be augmented with Q methodology to reveal individuals’ perspectives and attitudes about topics will be examined and potential difficulties will be highlighted. Not yet a mainstream method, Q methodology combines the strengths of two robust qualitative and quantitative methods sequentially to reveal and isolate the subjective perspectives of groups of participants. This methodology could, therefore, be useful when a social media study puts forward novel ideas and findings that should be supported by offline views. In this regard, the paper provides some guidelines by referring to the five phases of a Q study and describing how a social media study could not only benefit from but also apply Q methodology to augment results. Supplementing social media research with Q methodology could be empowering and provide opportunities for further research and debate. 

 

Keywords: mixed method, social media research, Q factor analysis, Q methodology, Q study

 

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