Qualitative Methodology on Data Science Research

Running head: QUALITATIVE METHODOLOGY ON DATA SCIENCE RESEARCH
Application of Qualitative Methodology on Data Science Research (Natural Language
Processing)
Name of the Student:
Name of the University:
Author note:

1
QUALITATIVE METHODOLOGY ON DATA SCIENCE RESEARCH
Introduction
Natural Language Processing (NLP) is one of major trends in data science. NLP refers to
the technology in which people converse with machines and those machines are able to
recognize the speech, analyze and understand the language and sometimes they are to give a
reply also (Young et al., 2018). For example, Alexa, powered by Amazon, and Siri, powered by
Google are two major examples of NLP, in which the machines are not only able to perceive and
analyze the speech but can also reply accordingly. This report will give an overview of the
suitability of action research methodology on conducting research on NLP based research study
by comparing with narrative inquiry and grounded theory, followed by an outline of applying the
methodology on the study.
Research problem and qualitative research questions
A chatbot is required to be developed that would interact with customers for providing
customer support by addressing their queries and complaints. Hence, NLP is required in the
chatbot to design and implement the human touch in the customer support communications
without actually employing a human to do that. Thus, NLP system of data science should be
integrated in the chatbot so that the machine can perceive the speech of the customers, analyze
those and reply them accurately. The following research questions should be addressed using
action research methodology.
The research questions are:
1. What qualitative aspects should be programmed into the NLP of the chatbot to enhance
the analytical power of the chatbot?
2. How the reciprocation vocabulary can be improved for the chatbot?

2
QUALITATIVE METHODOLOGY ON DATA SCIENCE RESEARCH
Explanation of action research methodology and reasons for it to be best fit in the intended
problem and topic
Action research methodology is one of the most suitable methodology that is used in
qualitative research. As defined by McNiff (2016), action research is a form of participatory
research, in which collaborative and cyclical ways of producing knowledge and solution to a
problem. In many research issues it is found that the clients and the solution providing
companies work together by following the action research methodology to create, share and
apply the knowledge to get the solution to the research issues. Under this particular qualitative
research method, the goals are primarily change-oriented, than only knowledge gathering and
this methodology is highly suitable for diagnosing a research problem that requires much inputs
from the clients or organization to get the most optimized and customized solution to the
organizational problems. As active participation of both the researcher and client occurs in this
method, the solution is continuously changing to get the optimized outcome (Chevalier &
Buckles, 2019).
Narrative research is a qualitative research method in which the research is based on the
written or verbal words or the visual representation of the individuals who are subject of the
research. In this method, the emphasis is put on the words and images provided by the
individuals and those are analyzed as put forward originally. Hence, as stated by Bruce et al.
(2016), the aim of narrative research is to explore and hypothesize the human experiences as
represented in the textual form. The interpretation often depends on the knowledge, and
rationality of the researcher.
Grounded theory is another methodology for qualitative research. In this method, the
techniques of data collection and analysis has reciprocal relationship. This method is concerned