BAM 2004 Conference
University of St-Andrews
Workshop:
Qualitative Social Research on ICTs: Developments and Applications
TRACK: Research Methodology
Organiser and Contact
Kathryn Waite,
School of Management,
University of Edinburgh
William Robertson Building
50 George Square
Edinburgh
EH8 9JY
Telephone 0131 650 8345
E-mail: k.waite@ed.ac.uk
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Workshop Aim:
The aim of this methodological workshop is to bring together researchers from various
branches of management research to discuss the application and development of qualitative
research techniques in the study of information and communication technologies (ICTs). The
central question to be addressed is formulated as:
How does the impact of ICTs within a research context bring about the need to reevaluate and extend existing qualitative methods of research enquiry?
Although the focal point of this workshop is the contemporary and dynamic field of ICT
research, it is anticipated that the discussion will have relevance not only to those
researching the impact of ICTs but also to those researchers in other areas subject to rapid
change. The workshop seeks to inform participants of:


New sources of data and/or methods of research brought about by developments in ICTs;
and
The transferability of traditional/established methods of research to the new media
(ICTs).
Workshop Topic Summary
ICTs include, but are not limited to, the Internet and wireless multimedia. These technologies
are increasingly pervasive and are widely seen as a key element in ongoing social and
organizational changes to structures and practices, such as the erosion of hierarchy and rise
of networked organizations. The management impact of ICTs has been a topic of research
interest for many years but this research topic has received renewed attention since the
advent of the Internet in 1991 and is continuing to be stimulated by the growth in mobile
devices.
The unique nature of these phenomena has resulted in debate over whether it is sufficient to
apply existing theories and methods to the study of ICTs or whether methodological
innovation is required (see for example Jones 1999). Furthermore, it is recognized that the
essential nature of social science enquiry involves an ongoing interplay between the research
subject and the method employed. Therefore it is intended to contribute to broader
methodological debate by examining the relevance and validity of established research
methods in a particular research context.
This workshop focuses on qualitative methods. Qualitative techniques are often used when
very little is known about a research area. Since qualitative research is a starting point for
data gathering defined as exploratory and explanatory, it is felt that it is natural to focus on
this area: however there is scope to develop the workshop discussion to include quantitative
methods if time permits.
Workshop Format
The workshop organiser and chair will open the workshop with a short (10 minute)
introduction highlighting the goals of the workshop and the issues involved. Thereafter the
discussion of the key theme of the workshop will be managed via four 15 minute sections
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designed to address not only how existing qualitative techniques are applied to the study of
ICTs but also how developments in ICTs facilitate new methods of research. Presentations
will be followed by a 30 minute discussion involving all the workshop discussants and
audience, which will examine to what extent the central question has been addressed and
identifying areas for future investigation.
Workshop Discussants
Discussants are primarily, but not exclusively, drawn from active research projects
commissioned by the ESRC within the E-Society Programme. Paper titles and discussant
details are as follows:
 “The Internet Archive and Content Analysis”
Dr Tina Harrison, Senior Lecturer, School of Management and Economics,
University of Edinburgh.
Dr Tina Harrison, will introduce and discuss the Internet Archive, critically evaluate
the technique of content analysis and illustrate an application of content analysis to
the study of archived web pages from the Internet Archive drawing on a recent
research study. Together with Kathy Waite, Dr Harrison is researching producer,
distributor and user attitudes and behaviours towards online pension distribution as
part of the ESRC E-Society research programme.
 “Using Activity Diaries as a Research Tool: Some Methodological Lessons”
Dr Tracey Crosbie, Research Associate, GURU (Global Urban Research Unit),
School of Architecture Planning and Landscape, University of Newcastle
Dr Tracey Crosbie will discuss some of the methodological issues surrounding the
use of activity diaries as a research tool and in particular highlighting the issues that
have been learnt from an ongoing study into access to and use of ICTs in different
communities. Together with Dr M. Crang and Professor S Graham, Dr Crosbie is
researching “Multispeed Cities: The Logistics of Living in an Information Age” as
part of the ESRC E-Society research programme.
 "What People do and What they say they do - Using Log Data to Enrich our
Understanding of Self Reports"
Professor Pamela Briggs, Chair in Applied Cognitive Psychology, University of
Northumbria.
and
Dr Elizabeth Sillence, Post Doctoral Researcher, PACT Lab, School of
Psychology and Sports Science, Northumbria University.
Professor Briggs, together with Dr Elizabeth Sillence, Dr L. Fishwick and Dr P.
Harris, is researching "Bodies Online - Information and Advice Seeking in the Health
and Fitness Domain" as part of the E- Society research programme. Professor Briggs
will be discussing some of the issues surrounding the use of self report data and the
difficulties associated with retrospective and concurrent verbalisations. The use of
log data as a way of enriching and probing self reports will be outlined along with
some findings from a recent study examining people's use of the Internet for
information and advice about the menopause and HRT.
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 “Methodological considerations when interviewing ICT practitioners’”
Mr Ian C. Grant, Doctoral Researcher, School of Management and Economics,
University of Edinburgh.
Ian Grant will discuss methodological considerations when conducting ICT related
research amongst 'expert' marketing practitioners. The merits of traditional 'face to
face' interviewing will be contrasted with online qualitative techniques. Ian is
contrasting young consumers' multimedia use with the targeting strategies deployed
by practitioners as part of his ESRC funded doctoral research.
Workshop Proceedings
It is planned to publish a report summarizing the points raised in the subsequent workshop
discussion.
This
report
will
be
available
for
downloading
at
www.webdb.ucs.ed.ac.uk/management/research/projects/project_entry3.html and at the ESociety Programme Website www.london.edu/e-society/
References:
Jones, S, (1999), Doing Internet Research: Critical Issues and Methods for Examining the
Net, Sage Publications, Thousand Oaks, California
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