Reliability is usually referred to when addressing the accuracy of the results (Shank, 2006). In qualitative research, one might rather talk about the accuracy or trustworthiness of a research. As a qualitative study usually lacks concrete methods to test or measure the results, the attention has to be focused on making sure that the researcher understands what is being told. In practice this means that a researcher has to go back and forth between the data and the perceived insights and make sure that they correspond with each other (Shank, 2006). Rather than seeking results that may be generalized to larger groups, the purpose of qualitative
studies is to clarify and explain a certain phenomenon and to make it understandable (Alasuutari, 1994).
This study has sought accuracy by studying different kinds of essays and going through the observed insights many times to make sure the observed patterns are equal in all the material that has been studied. The amount of data studied was considered large enough to bring reliable results that may be generalized.
Validity again stands for the truthfulness of the results – the fact that what the researcher observes has actually happened (Shank, 2006). When evaluating the reliability – or accuracy – and validity of a qualitative research, one must bear in mind that qualitative research is always somewhat based on the author’s own interpretations. Therefore it is important to make sure that the research process is consistently presented in the research report and the interpretations are clearly explained. (Kiviniemi, 2001.)
Proving the validity of the results has been done in this study by explaining transparently how the conclusions have been drawn from the data studied by using quotations. Validity of this study is also supported by the fact that the data comes from trusted informants who are experts in their own fields of business.
Tracy (2010) suggests a model of “Eight Criteria” in evaluating the quality of a qualitative research. These criteria are named as follows: worthy topic, rich rigor, sincerity, credibility, resonance, significant contribution, ethics and meaningful coherence. To go through these in more detail, a worthy topic can be described as relevant, interesting and significant as regards to current society and research.
Rich rigor comes from the study using appropriate theoretical background and suitable processes of data collection and analysis. Sincerity and credibility may be seen in the author’s own reflections made visible as well as in transparent analysis and methods showing the voice of the studied target group. Resonance stands for the fact that the study raises interest and has an influence in its audience by offering findings that the readers may benefit from. This results in turn in
providing a significant contribution in form of theory or practice for future studies. Ethics of a research comes from the author taking into consideration for instance the relational and situational ethics considering the target individuals studied and making sure that the results are shared according to ethics. The last criterion – meaningful coherence – refers to the interconnection between the theoretical and the empirical part and the purpose of the study coming forth throughout the study. (Tracy, 2010.)
To scrutinize this study from the point of view of the eight criteria mentioned above, the research topic can be marked as being worthy for it tackles a current problem of the ambiguous use of the concept of co-creation seeking to find a clarification for the use of co-creation and its associate concepts. This study has been given rigor by choosing the suitable participants who are specialists in their own fields and from whom it was expected to collect interesting findings concerning knowledge co-creation. Methods of analyzing the data were also proved suitable for this study and transparently brought out the voice of the participant individuals as well. Transparency again is a constituent for sincerity that this study has pursued by self-reflexivity meaning that it presents the author’s own reflections and the ponderings behind them. Credibility of this research is supported by showing the results openly. What comes to resonance, the study is likely to affect its audience by offering interesting findings concerning co-creation and provide ideas for future research. By striving to find clarification to a highly current research topic in today’s knowledge intensive society, the contributions of this study may be assessed significant as being directional towards future studies and offering tools for managers leading knowledge-intensive teams. This study has operated ethically by respecting the wishes of the participants in keeping their names and organizations undisclosed. Finally, the meaningful coherence in this study is demonstrated by the literature review and the empirical part discussing and being related to each other. The purpose of the study described in the introduction part is fulfilled in the end by answering the research questions and providing suggestions for a more distinct use of the concept of co-creation and other concepts related to it.
4 ANALYSIS AND RESULTS
This chapter presents the empirical part and brings together the findings of this study considering the literature review as well as the empirical part. Firstly, the study provides the analysis of the research data in form of narratives created according to the data. Results and findings are subsequently presented about how new knowledge is created between knowledge specialists in practical life and what the ideal circumstances for successful knowledge co-creation are.
Secondly, co-creation as a phenomenon is summarized as seen by the author after studying the former literature covered in this study. The intertwining meanings of co-creation and its associate concepts discussed are demonstrated in form of a figure and the author’s views of their similarities and differences are brought out.
Thirdly, a discussion is presented about the corresponding issues between the literature review and the research findings. The answer to the main research question about the definition of the concept of co-creation is presented here. The answer to the second research question about how co-creation occurs in practice and to the third research question about the favorable conditions of co-creation are provided as well.
4.1 Co-creation in practice – personal experiences of the target group in form