Qualitative Research Methods

Catherine Cassell

in Management

ISBN: 9780199846740
Published online January 2013 | | DOI:
Qualitative Research Methods


Qualitative research methods in the field of management typically rely on nonquantitative forms of data collection and nonstatistical forms of data analysis. A variety of methods are encompassed under this umbrella term, and because these methods are used in a diversity of philosophical approaches, they offer a complex and rich source of research techniques. Qualitative researchers are keen to generate rich data that focus on the meanings and interpretations that individuals or groups ascribe to a given concept or situation. Because research usually takes place in naturalistic settings, such as in organizations, researchers may be concerned with reflexivity or the researcher’s impact on the conduct of the research and the production of knowledge. Furthermore, qualitative researchers see the informants in their research as active participants in the research process rather than simply as subjects who are on the receiving end of various treatments. A number of different research strategies can focus entirely on qualitative methods, including Case Studies, Ethnography, and Action Research. Above all, the qualitative researcher seeks to use these methods to access the subjective experience of organizational life and behavior.

Article.  5997 words. 

Subjects: Business and Management

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