如何在旅游管理研究中使用严谨规范的扎根理论和案例研究方法

Do Rigorous and Disciplined Grounded Theory Research and Case Study

扎根理论和案例研究方法在当前旅游管理、工商管理研究中应用普遍,但学界对于这两种方法的本质特征、评价标准和关键操作步骤仍然存在诸多争议和不清晰之处。因此,本文围绕如何用好扎根理论和案例研究方法这一话题展开讨论,得出主要结论为:(1)高质量的质性与案例研究方法具有5个主要特征,即研究设计具有高可信度及高可靠性、样本与案例选择与研究问题及研究范式相匹配、数据分析过程严谨及规范、理论构建能找到“最优区分”平衡点、文章写作注重研究方法的独特性。(2)学界需要深入反思扎根理论的内涵体系并规避4种典型误区,要重视处理理论抽样、编码技巧、信效度检验等核心问题。(3)扎根理论数据分析的规范性特别是编码过程在文章中的说明与展示越来越受到重视,但值得注意的是对数据进行“持续比较”与合理解释才是扎根理论数据分析的核心,不能为了编码而编码。(4)案例研究的数据分析与理论构建可以概括为“数据—概念—概念间关系—理论”逻辑链条,首先是从数据到概念,即通过将案例数据进行压缩和抽象,使之与相关概念联系到一起,其次是概念间关系及理论解释,即将这些概念以一定的逻辑联系起来,描述案例现象的模式,解释其背后的机制。(5)案例研究适用于揭示理论机制和构建新理论,选择相匹配的数据处理方法能有效提升案例研究的质量,根据理论类型不同可将案例研究分为过程理论型和因素理论型,且分别适配不同的研究设计和数据处理方法。

Qualitative research methods,represented by grounded theory and case study,are becoming increasingly common in tourism management and business administration research.However,there are still numerous controversies over and uncertainty regarding the essential characteristics,evaluation criteria,and key steps in the process of applying them.This study analyzes how to effectively utilize the grounded theory and case study method and arrives at the following conclusions:(1)The primary characteristics of high-quality qualitative and case study methods are as follows:The research design has high credibility and reliability;the selection of samples and cases should match the research question and research paradigm;the data analysis process should be rigorous and standardized;the theoretical construction should be based on the balance point of“optimal distinction;”and attention should be paid to the uniqueness of the research method when writing essays.(2)Deep refl ection is needed among academics on the connotation of grounded theory,while avoiding four typical misunderstandings,and relevant strategies and suggestions for core issues,such as theoretical sampling,coding skills,and reliability and validity testing,should be propounded.(3)Increasing attention has been paid to the standardization of the data analysis of grounded theory,especially to the description and display of the coding process in the essays.However,noteworthily,coding is not performed for the sake of coding itself,and only“continuous comparison”and reasonable interpretation form the core of data analysis.(4)The case study’s data analysis and theoretical construction constitute the logical chain of“data-conceptconcept relationships theory,”which includes the following two stages:The fi rst stage proceeds from data to concept-that is,the case data are compressed and abstracted to be associated with the relevant concept.The second stage entails the conceptual relationships and their theoretical explanation-that is,logically linking these concepts,describing the pattern of case phenomena,and explaining their underlying mechanisms.(5)Case studies are conducive to revealing theoretical mechanisms and constructing new theories,and the quality of case studies can be eff ectively enhanced by selecting matching data processing methods.Per the different types of theories,case studies can be divided into both process and factor theories,which are suitable for diff erent research designs and data processing methods.