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The qualitative approach to research has produced a remarkably wide range of thinking about how scholars should regard their phenomenon of interest, about what merits consideration as evidence of the phenomenon, about how to collect that evidence, and about how to look for patterns in that evidence. This book acknowledges the rich diversity in that thinking and seeks to illuminate the key issues in order to help readers navigate through the qualitative literature. On each issue, the author displays the extent of options available under the qualitative approach and illuminates each of these options with examples from the research literature. No other book illuminates such a wide range of issues (axioms of belief, strategies, and techniques) over such a range of research topics (the examination of institutions, people, and texts) in as many contexts (historical, analytical, and critical) for both the thinking and practices within the qualitative approach.
ISBN 0-8058-1750-6
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CONTENTS
Copyright 1996, by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of the book may be reproduced in any form, by photostat, microform, retrieval system. or any other means. without the prior written permission of the publisher. Lawrence Erlbaum Associates, Inc.. Publishers 10 Industrial Avenue Mahwah, New Jersey 07430
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Preface
vii
PART I: FOUNDAnONS
1.
Whether to Enter? A Potpourri of Definitions Issues of Belief The Qualitative Methodologies The Qualitative Phenomenon
3 13
26
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2.
3.
Library of Con!p"ess Catalogingin-Publication Data
Potter, W. James An analysis of thinking and research about qualitative methods / W. James Potter. p. em.
Includes bibliogra phical references (p. ) and index.
ISBN (}.80S81750-0. - ISBN 0-8058-1751-4 (pbk.)
1. Communication-Research-Methodology. J. Title.
P.91.3.P68 1996
302.2'072-dc20
4. 5.
50
67
6.
7.
Nature of Qualitative Evidence Issues of Evidence Gathering Issues of Data Analysis Methods of Analysis
83 93
1I5
Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1
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9.
134
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