Abstract
This article describes a methodological innovation in the analysis of qualitative data using Generative AI (GenAI) tools alongside traditional research methodologies to conduct inductive thematic analysis. The case study employs an integrative method that comprises two researchers conducting simultaneous analysis: one using manual and traditional research approaches to coding, analysis, and interpretation, and the other conducting the same analysis but with the support and assistance of GenAI tools, namely, the premium version of ChatGPT (GPT-4).
The key strengths of this approach include the enhanced capacity for data processing and theme identification offered by GenAI, along with the nuanced understanding and interpretative depth provided by human analysis. This synergy allows for a richer and more complex understanding of the themes present in the data. The challenges encountered include managing the inconsistencies and hallucinations of GenAI outputs and the necessity for rigorous validation processes to maintain research validity. The findings indicate a complementary relationship between GenAI and human researchers, where the use of such tools can expedite the analytical process without diminishing the essential role of the researcher’s expertise and critical engagement.
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Author Biographies
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Mike Perkins, British University Vietnam
Dr. Mike Perkins is the Head of the Centre for Research & Innovation and a Senior Lecturer in the School of Business at the British University Vietnam, Vietnam. He holds a PhD in Management from the University of York, where he explored performance management in local policing services. His current research focuses on performance management, academic integrity, and the impact of Generative AI (GenAI) technologies in academia, particularly concerning HEI policy responses to these advancements.
His work on GenAI focuses on the intersection between technology, education, and academic integrity, and he has published numerous papers in 2023 exploring these ideas. His research has explored the efficacy of AI text detectors; media attitudes towards GenAI tools; how AI can be ethically introduced into assessments; policy approaches towards GenAI from both universities and academic publishers, and how these tools can be used in academic research. He is the university lead for the integration of GenAI policies into BUV and has provided training and guidance to Vietnamese educators and policy makers on this topic.
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Jasper Roe, James Cook University Singapore
Dr Jasper Roe FHEA is an interdisciplinary academic and educational leader, currently the Head of Department for James Cook University Singapore’s Language School. Jasper is a Fellow of the Higher Education Academy and holds a PhD in social sciences from University of Valencia, a master’s degree in social sciences from Uppsala University, and postgraduate teaching qualification from the University of London. His research originally focused on corpus linguistics and ‘big data’ approaches to studying social phenomena. In recent years, he has authored multiple works in Generative AI and Education in field-leading journals, including Higher Education Research and Development, Journal of Academic Ethics, and the International Journal of Educational Integrity.
