Qualitative Research In Communication

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This chapter covers the research methodology and design, including sampling, population, establishing the accuracy during and after data collection, data analysis and ethical considerations. The literature review has indicated that communication skill is a critical component in preparing for great leaders in a digital society. According to Hall (2001), available technologies our perceptions of these technologies and how they are used will determine the shape of our world. Citizens of the future will face challenges that depend on the development and application of technology. Are our leaders prepared and ready for this paradigm shift of communicating through tools such as social media?

4.2 Research methodology
Research methodology is a
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However, hypotheses can develop from general circumstances in the research data and discovery. Grounded theory is a very good example of this. Corbin and Strauss (1990)
The motive for using qualitative research in this study is to examine and relate the views of leaders on social media impact. A qualitative approach is appropriate to capture the views of leadership in the adaptation to the paradigm shift in communication by making use of social media tools. The study will involve three phases, namely the conceptual, narrative and interpretative phases (Field & Morse 1996).
In contrast to quantitative research, qualitative inquiry involves various analytical inferences, procedures of the inquiry and methods of data collection, the analysis and explanation (Creswell 2009, 173). Qualitative research accentuates the attributes of systems, processes and connotations that are not practically examined or calculated in terms of capacity, amount, intensity or regularity (Denzin and Lincoln 2000,
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The combination of quantitative and qualitative data collection and analysis into one singularanalysis or enquiry (Creswell et al 2003).
Mixed methods researchers produce clear cut different philosophical positions, which are mentioned as dialectal stances that bridges the critical realism and general theory, worldviews, practical perspectives and changing viewpoints (Greene, 2007). Researchers with different analytical situations may find mixed methods research to be difficult due to the tensions generated by their divergent beliefs (Greene, 2007). However, mixed methods research also constitutes a possibility of changing the pressures into new understanding through dialectical disclosures.
A practical view looks at what works, when utilizing different ways and offering preference to the significance of the research problem and question, cherishing both objective and subjective understanding (Morgan, 2007). A changing viewpoint encourages an aligned structure for a mixed method study based on generating a more autonomous society that penetrates the entire research process, from the problem to the conclusion and the usage of the results (Mertens,

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