The study adopted a descriptive and exploratory design within a qualitative research approach. The suitability of qualitative research for this study is based on the view that qualitative research aims at explaining complex phenomena by means of verbal description rather than testing hypotheses with numerical values (Patton, 2002:41).
Euphemisms are complex phenomena that need verbal description in order to grasp relevant meaning and the message being conveyed. In this case, the qualitative approach is also appropriate because it helped the researcher identify the participants’ beliefs and values (De Vos, 2005:79). Additionally, Brynard and Hanekom (1997:29) maintain that an indispensable condition for qualitative methodology is a commitment to seeing the world from the point of view of the actors or participants.
1.9.2 Sampling
Participants for the study were selected by using purposive sampling. Babie (2010:45) defines purposive sampling as a type of non-probability sampling in which the units to be observed are selected on the basis of the researcher’s judgement about which ones will be the most useful or the most representative. This statement is supported by Krathwohl (2004:229) who considers purposive sampling to be the
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most fashionable technique in qualitative research because it involves selecting participants who are information rich and who provide special access to the topic being explored. In relation to this assertion, the researcher selected five traditional healers, five pastors, five chiefs and five elderly women and five men to participate in the study. It should be emphasized that these participants were selected on condition that they are regarded as the custodians of Tshivenḓa language and culture. Although an estimated number of twenty-five participants was envisaged, sampling continued until data saturation was reached, i.e., when additional analysis of data brings redundancy and no new information is revealed (Patton, 2002).
1.9.3 Data Collection
In this study, primary data and secondary data were collected. Semi-structured interviews were used to collect primary data. According to Creswell (2003:96), semi- structured interviews allow the participants to elaborate on their experiences in their own words whilst giving some structure to the interview. The selected participants were interviewed separately. All interviews were audio-taped and transcribed. All interviews were back-translated and verified for accuracy.
1.9.4 Data Analysis
Data analysis refers to the process whereby order, structure and meaning are imposed on the mass of data collected in a qualitative research study (McMillan and Schumacher, 2001: 201). The translated data were analysed using the thematic content analysis method. In order to practically execute the study, the researcher used the following guidelines for the analysis of data from qualitative research interviews - as suggested by Kvale (1983:34):
The audio-taped interviews were transcribed.
The researcher listened carefully to a tape recording while, simultaneously, reading the transcribed interview.
The researcher carefully read and re-read the original transcriptions and identified patterns and themes which were relevant to the research context.
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The researcher analysed the themes identified for the group. A discussion of the analysis of the identified themes for the group was followed by a comparative analysis of links between themes - identified in this study and in the relevant literature.
Conclusions were drawn from the coded data. This step involves making sense of the primary themes or the identified categories and their properties.
It involves exploring the properties and dimensions of categories, identifying relationships between categories, uncovering patterns and testing categories against the full range of data.
The final phase involved the reporting of findings. This phase is regarded as the primary one for reporting the results of the research. An interesting and readable report would provide sufficient description for readers to understand the basis used for interpretation and description. For the study to be replicable, the analytic procedures and processes were as truthful as possible (Patton, 2002:98). The data were presented in text, tabular and figure forms.
The researcher attempted to gain a continuously deeper understanding of the phenomenon under study and continually refine the interpretation of data. As pointed out by Creswell (2003:190), data analysis involves making sense of both texts and images. This means that the researcher is required to prepare the data for analysis, conduct different analyses and move deeper and deeper into understanding the data. Data analysis was done in two stages: during the process of gathering data and after completing the process. During the data collection stage the analysis of data involved checking for recurrent themes. Responses were recorded using the original wording.
1.9.5 Credibility and Bias
Holloway and Wheeler (1996:23) note that all research is rightly open to criticism and, therefore, there must be criteria by which qualitative research can be evaluated to determine whether the research findings are credible. The credibility standard requires a qualitative study to be believable to critical readers and to be approved by the persons who provided the information gathered during the study. Krafting (1991:56) maintains that a qualitative study is credible when it presents such
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accurate descriptions or interpretations of human experiences that people who share that experience or perception immediately recognise the descriptions.
To ensure the credibility of this study the researcher followed the strategies to ensure credibility espoused by Lincoln and Guba (1989:304), namely, prolonged engagement, persistent observation and triangulation.
Prolonged engagement means being present on the site where the study is being done for long enough to build a trust with the participants; experience the breadth of variation; and overcome distortions due to the presence of the researcher on site (Lincoln & Guba, 1989:305). As this study is extensive, the researcher spent a great deal of time with the participants in the field collecting data and a pre-mature closing of the collection of data was avoided. The researcher sought to obtain wide and accurate primary data from the participants as well as relevant secondary data from various research articles and relevant publications.
Persistent observation is a technique which ensures a depth of experience and understanding as well as the broad scope encouraged by prolonged engagement.
To be persistent the inquirer must explore details of the phenomena under study at a sufficiently deep level so that he/she can decide what is important and what is irrelevant and focus on the most relevant aspects (Lincoln & Guba, 1989:306). It is for that reason that the researcher sought in-depth data concerning all euphemistic expressions that prevail in Tshivenḓa - both the archived ones and the most recent ones. From the interviews with the participants, the researcher identified all Tshivenḓa euphemistic expressions that are relevant and discarded all irrelevant euphemistic concepts from this study.
Triangulation means the verification of findings through referring to multiple sources of information, including the literature, using multiple methods of data collection and recording observations from multiple inquirers. Using multiple methods can help facilitate a deeper understanding of the topic being researched (Denzin, 1978:59).
In other words, if a conclusion is based on one person’s report - given during one interview to only one interviewer - it is less credible than if several people confirmed the finding at different points in time, during interviews and through unstructured observations in response to queries from several independent researchers and in
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the review of the literature (Lincoln & Guba, 1989:306). A single method can never adequately shed light on a phenomenon.
To ensure the credibility of this study the researcher conducted semi-structured interview with the participants. Participants were purposefully sampled on condition that they were regarded as the custodians of the Tshivenḓa language and culture. A literature study of research articles and publications was conducted to support data obtained from the interview.
1.10 ETHICAL CONSIDERATIONS