Phenomenology is “the philosophical tradition that seeks to understand the world through directly experiencing the phenomena”.Hermeneutics mainly focuses on biblical texts and wisdom literature and as such, has a little relevance to business studies. Hermeneutics refers to the philosophy of interpretation and understanding.The most noteworthy variations of interpretivism include the following: In this type of studies, meanings emerge usually towards the end of the research process. Secondary data research is also popular with interpretivism philosophy. Interpretivist approach is based on naturalistic approach of data collection such as interviews and observations. Moreover, interpretivism studies usually focus on meaning and may employ multiple methods in order to reflect different aspects of the issue. According to interpretivist approach, it is important for the researcher as a social actor to appreciate differences between people. Interpretivism is “associated with the philosophical position of idealism, and is used to group together diverse approaches, including social constructivism, phenomenology and hermeneutics approaches that reject the objectivist view that meaning resides within the world independently of consciousness”. Development of interpretivist philosophy is based on the critique of positivism in social sciences. Accordingly, this philosophy emphasizes qualitative analysis over quantitative analysis. Accordingly, “interpretive researchers assume that access to reality (given or socially constructed) is only through social constructions such as language, consciousness, shared meanings, and instruments”. Interpretivism, also known as interpretivist involves researchers to interpret elements of the study, thus interpretivism integrates human interest into a study.
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