An illustration of deductive analysis in qualitative research

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.