Abstract:

Researchers, engineers, and entrepreneurs are enthusiastically exploring ways in which generative artificial intelligence (GenAI) tools can be used for qualitative data analysis. From promises of automated coding and thematic analysis to being a virtual research assistant to support researchers in interpretive and analytical tasks, the potential applications of GenAI to qualitative research appear vast. In this paper, we take a step back and ask what sort of technological artifact is GenAI and question whether it is appropriate for qualitative data analysis. We provide an accessible, technologically informed analysis of GenAI and evaluate the claimed transformative potential of Large Language Models (LLMs). We demonstrate that GenAI LLMs are fundamentally unsuited to qualitative data analysis, presenting significant epistemic risks if adopted uncritically by management researchers. We expose the epistemic risks that arise when the appearance of coherent and convincing chatbot conversation is erroneously taken to constitute genuine understanding, insight, and analysis. Ultimately, we reinforce that the essence of qualitative data analysis lies in the interpretation of meaning, an inherently human capability that GenAI tools can neither imitate nor enhance.

General information:

Attendance to this seminar is possible by invitation only. Please send an e-mail to secbs-abs@uva.nl if your are interested in attending this seminar.