U7D1-60 - Qualitative Research Design - See Details
Volume VI, Issue 2(12) , Winter 2015
Critical and Interpretive Ethnography Theory: A Reflexive Case Study
Michael M .DENT
Facu lty of Business and Accountancy
University of Malaya, Malaysia
Edward WONG SEK KHIN
Facu lty of Business and Accountancy
University of Malaya, Malaysia
Mohd Nazari BIN ISMAIL
Facu lty of Business and Accountancy
University of Malaya, Malaysia
Abstract
This paper presents a vignette focusing on the link between interpretive theory and critical theory
employing a reflexive case study on the business career and networking activities of a global marketeer.The
study (conducted over a period of five years) had the stated objective of ‘How do I improve my professional
practice’ and employed the reflective spiral of analysis which is emblematic of the a ction research methodology .
This paper focuses on one aspect of this research only and aims to share the methods of inquiry and the
processes we took to achieve the objectives. It is hoped that we can usefully share best practice and provide
some ways to improve the approach based on our personal research experience of using such this case study
methodology.
This paper discusses how different research approaches provide fundamentally different ways of looking
at a case, and also demonstrates how theory can provide useful yet markedl y different interpretations of
organizational events. Critical theory and interpretive theory operate from within what can be termed the transitive
epistemological dimension, and tend to emphasise the importance of reflective ontological issues. It also
investigates the role of creativity and the use of tacit knowledge using empirical observation and abductive
reasoning that can result in inspirational thought that drives the discovery of patterns ne w to existing human
knowledge. Tacit knowledge has importa nt things to say concerning a situation and this leads to improvements in
our understanding of events.
Conclusions drawn are only from a single case study perspective and do not reflect wider stakeholder
perspective. The approach described is that of a sin gle case study based on a research philosophy of Critical
Theory, with an objective ontology and subjective epistemology .The vignette provided gives a view of 21 st century
work practices and influences. The analysis of the Brand Map and the 5 Cs provides an insight w ithin this case
study of areas of strength and weakn ess. Applying corrective actions can thus improve professional practice.
However, it would also appear that the value of tacit knowledge may be more significant than either paper
qualification s or past experience per se.
Keywords: critical theory, interpretive, ethnography theory, action research, tacit knowledge .
JEL Clasiffication: M50, M53.
DOI: http://dx.doi.org/10.14505/jarm.v6.2(12).01
Suggested Citation:
Dent , M.M. et al. (2015 ). Critical and Interpretive Ethnography Theory: A Reflexive Case Study, Journal of Advanced
Research in Management , (Volume VI, Winter), 2(12): 61-70. DOI: 10.14505/jarm.v6.2(12).01. Available from:
http://www.asers.eu/ journals/jarm/jarm -issues .
Article’s History:
Received September , 2015; November , 2015; Accepted December , 2015.
2015. ASERS Publishing. All rights reserved. Journal of Advanced Research in Management
1. Introduction
The chapter presents an action research methodology employing a hermeneutic and interpretative
approach employing a case study research investigating Michael ’s business networking career. Michael, a PhD
candidate at Universiti Malaya, has been working as a Marketing Director for the last twenty years with a multi -
national company with offices in over 220 countries and territories worldwide. This research is, in a sense, an
emic ethnographic investigation into the fiel d (or s ociety) of business knowledge. It does possess by its very
nature, autobiographical elements in order to apply the action research methodology, but it is not in itself an
autobiographical study. The strength of the action research approach is that w hen presented with a wide range of
data the data are then subjected to evaluation in an ever -decreasing spiral of supportive data with main
supporting elements being warranted assertions producing fresh insights into the researched field.
To become a profi cient reflective and reflexive practitioner requires adopting a life -long learner approach to
work, career, family, health, and social interactions ( Schön1983). Whitehead (2012) states that by adopting a life -
long learner approach, all social interactions domains overlap and interact with one another, as well as the
language of English which is of import (as indeed is the structure of any language used in this type of research).
This paper investigates business in a philosophical sense, using emic experienc es to create defensible results.
This includes the study of interpersonal relationships within the organization and interpretation of data that uses
the influences of the alignments of the people studied. According to Whitehead (2012) the study of interper sonal
relationships is an essential part of a person’s business networking.
However, the dangers of reflexive research are that there must necessarily exist a correlation between the
subject of study and the psychological attributes of the researcher. With out knowledge of both, a fuller
understanding remains unobtainable as without these insights a defensible result is impossible. For example, the
process of understanding psychological attributes in relationship with the research subject can provide a thoro ugh
understanding of existing theory, empirical observation and abductive reasoning which can result in inspirational
thought which results in the discovery of patterns new to existing human knowledge. Thus it also able to
empowers one as a thinker and hen ce improving one’s capability of excellence in analysis and thus superior
action in the future. The results produce insights both for future international professionals and also researchers
and teachers in the field of business administration
The purpose o f this paper is to provide the reader with greater context to facilitate understanding of the
business networking career of a person named Michael. By understanding social interactions and the social
construction of reality or multiple realities through at tributes such as creativity, self -reflection writing, action,
psychological attributes, interpersonal relationships and hopefully enables the reader to transfer insights into their
own field and utilise the knowledge to create possible solutions to issues and problems. In this sense it can
facilitate the understanding of one’s own business networking career.
The study (conducted over a period of five years) had the stated objective of ‘How do I improve my
professional practice’ and employed the reflective spiral of analysis which is emblematic of the action research
methodology. This article focusses on one aspect of this research only and aims to share the methods of inquiry
and the processes we took to achieve the objectives. It is hoped that we can usefu lly share best practice
andprovide some ways to improve the approach based on our personal research experience of using such this
case study methodology.
One conclusion of this study is the (often underestimated) importance of tacit knowledge or fluid
intelligence ( Gurubatham 2013) which is the way by which professionals are able to solve complex problems or
situations by extrapolating from past experiences and applying new creative solutions.
The first section of this article introduces the literature, which outlines some of the features of action
research developed through the established craft of making representations. The next section discusses the
practice and methodology. The third sectio n discusses a case study from the authors’ self -reflective perspective,
and the last section identifies areas for future improvements.
Volume VI, Issue 2(12) , Winter 2015
Conclusion
The approach described is that of a single case study based on a research philosophy of critical theory,
with an objective ontology and subjective epistemology.
The vignettes provided give a view of 21 st century work practices and influences. The analysis of the Brand
Map and the 5 Cs provides an insight within this case study of areas of strength and deficiency. Applying
corrective actions can thus improve professional practice. However, it would also ap pear that the value of tacit
knowledge may be more significant than either paper qualifications or past experience per se.
This research endeavours to define a framework and a methodology that offers other international
business marketers the opportunity to capture their own learning experiences and so improve their professional
practice. The approach is thus potentially transferable and certain aspects of our findings may, perchance, be
confirmed by others.
Future r esearch
Future research is thus easy to recommend. More research of this ilk. We do not believe that further
research within this paradigm will generate many answers, nor will they necessarily provide generalisable
theories that can be empirically tested and subsequently applied to other similar situations. However, they may
generate further questions which can be empirically tested (if the positivistic paradigm is preferred) or more likely
spawn further less fuzzy questions in the Socratic tradition which may then lead to advancement of human
knowledge. This is similar to what has bee n termed ‘Global Influence’ by McNiff and Whitehead (2009).
This then raises the question of acceptance of new research methodologies within a University, and what
business and academic forces and processes operate within Western or other cultures. A further area for
research would be to consider the benefits of the skills and processes of reflective practices when taught at the
undergraduate level and transferred to the post -graduate stage and then later to early pr ofessional life.
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R epro duce d w ith p erm is sio n o f th e c o pyrig ht o w ner. F urth er r e pro ductio n p ro hib ite d w ith out
p erm is sio n.
