You just did a bad job doing qualitative research
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You set up an assumption, you have a theory, you analyze your data, and you show that the assumption does not hold. Doing good qualitative research is that simple. Except that it’s not, of course. On the ground, in the research and writing process, these basic rules can be quite tricky to implement. So we discuss some heuristics researchers can use to limit their conversants, settle on suitable theoretical lenses to examine their data, and collecting more data than what they thought was necessary.   References Geertz, C. (1973). The Interpretation Of Cultures. Basic Books. Goodall, J. (1986). The Chimpanzees of Gombe: Patterns of Behavior. Harvard University Press. Popper, K. R. (1959). The Logic of Scientific Discovery. Basic Books. Durkheim, E. (1895). The Rules of Sociological Method. Free Press. Giddens, A. (1976). New Rules of Sociological Method. Hutchinson. Barley, S. R. (1986). Technology as an Occasion for Structuring: Evidence from Observations of CT Scanners and the Social Order of Radiology Departments. Administrative Science Quarterly, 31(1), 78-108. Kellogg, K. C. (2022). Local Adaptation Without Work Intensification: Experimentalist Governance of Digital Technology for Mutually Beneficial Role Reconfiguration in Organizations. Organization Science, 33(2), 571-599. https://doi.org/10.1287/orsc.2021.1445 Mertens, W., Recker, J., Kummer, T.-F., Kohlborn, T., & Viaene, S. (2016). Constructive Deviance as a Driver for Performance in Retail. Journal of Retailing and Consumer Services, 30, 193-203. Markus, M. L. (1983). Power, Politics, and MIS Implementation. Communications of the ACM, 26(6), 430-444. Berente, N., Lyytinen, K., Yoo, Y., & King, J. L. (2016). Routines as Shock Absorbers During Organizational Transformation: Integration, Control, and NASA’s Enterprise Information System. Organization Science, 27(3), 551-572. Alashoor, T., Keil, M., Smith, H. J., & McConnell, A. R. (2023). Too Tired and in Too Good of a Mood to Worry about Privacy: Explaining the Privacy Paradox through the Lens of Effort Level in Information Processing. Information Systems Research, 34(4), 1415-1436. Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed.). Sage. Berente, N., Recker, J., & Leonardi, P. (2023). . This IS Research podcast, 13 September 2023. Gioia, D. A., Corley, K. G., & Hamilton, A. L. (2013). Seeking Qualitative Rigor in Inductive Research: Notes on the Gioia Methodology. Organizational Research Methods, 16(1), 15-31. Lebovitz, S., Levina, N., & Lifshitz-Assaf, H. (2021). Is AI Ground Truth Really “True”? The Dangers of Training and Evaluating AI Tools Based on Experts’ Know-What. MIS Quarterly, 45(3), 1501-1525. Ryle, G. (1949). The Concept of Mind. University of Chicago Press. Langley, A. (1999). Strategies for Theorizing from Process Data. Academy of Management Review, 24(4), 691-711. Miles, M. B., & Huberman, M. (1994). Qualitative Data Analysis (2nd ed.). Sage. Cramton, C. D., & Hinds, P. J. (2014). An Embedded Model of Cultural Adaptation in Global Teams. Organization Science, 25(4), 1056-1081. 
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