Qualitative_data_analysis

270 QUALITATIVE DATA ANALYSIS
Figure 15.8 The two aspects of generalization
Allen’s humour, though, are quite different. We can say next to nothing about
artistic stereotyping in Woody Allen’s humour, because we have only analysed one
example of it. It may be that this is a unique case. Unless we can claim that our data
is somehow representative of Woody Allen’s humour, we cannot generalize about it.
Qualitative analysis often provides a better basis for inferring generaliza tions than
for applying them. This is because qualitative data usually refers to a limited
number of cases, or perhaps even a single case. Focusing in this way gives the
researcher an opportunity to do a thorough analysis, thereby providing a solid basis
for inference. However, it does not provide a good basis for applying these inferences
to a wider population. The cases may be insufficient in number to justify such
generalization. They may also have been selected on a non-random basis, precluding
the use of sampling techniques to justify generalization beyond the confines of the
original sample.
Some analysts see this weakness as laudable, doubting the ability of social research
to produce generalizations which can apply in any circumstance regardless of
context (Patton 1980:279). This seems suspiciously like making a virtue out of
necessity. Nevertheless, there may be some saving grace in the ability of qualitative