E-Book Overview
Qualitative methods are today taking their rightful place as valuable and powerful research tools both in business and elsewhere. Many professionals, however, continue to lack the skills needed to apply these methods in an effective and convincing manner. Qualitative Methods in Business Research: A Practical Guidebook offers an analysis and how to guide regarding qualitative research methods that provides practical and effective advice for those seeking knowledge regarding the application of these tools. Opening discussions compare formal/scientific/quantitative methods of investigation with qualitative alternatives. Having provided this overview, a range of qualitative methods are discussed in an easy-to-understand manner that will be invaluable for those who wish to use these tools as part of their decision-making processes. Assuming no prior background in qualitative research methods, the text is ideal both for the classroom and for use as a professional handbook. Powerpoint presentations reviewing each chapter will be provided to those instructors adopting the book as a text for classroom instruction.
E-Book Content
Qualitative Research in Business Qualitative Research in Business: A Practical Overview By Alf H. Walle Qualitative Research in Business: A Practical Overview, by Alf H. Walle This book first published 2015 Cambridge Scholars Publishing 12 Back Chapman Street, Newcastle upon Tyne, NE6 2XX, UK British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Copyright © 2015 by Alf H. Walle All rights for this book reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. ISBN (10): 1-4438-6621-0, ISBN (13): 978-1-4438-6621-7 In recent decades there has been a movement within business disciplines such as macromarketing, business anthropology, and consumer research to embrace a wider array of qualitative research methods. Those who have widened this path have contributed the richer and more robust array of techniques that are available today. This book is inspired by and a tribute to these innovative and visionary investigators. TABLE OF CONTENTS Acknowledgements .................................................................................. viii Foreword .................................................................................................... ix Part I: The Rise of Qualitative Methods Chapter One ................................................................................................. 3 An Introduction and Orientation Chapter Two .............................................................................................. 26 Qualitative Research Design Part II: An Array of Qualitative Tools Chapter Three ............................................................................................ 49 Surveys, Focus Groups, and Interviews Chapter Four .............................................................................................. 79 Participant Observation Chapter Five ............................................................................................ 100 Ethnography and Ethnology Part III: Credible and Inviting Presentations Chapter Six .............................................................................................. 130 Documentation and Evaluation Chapter Seven.......................................................................................... 157 Presenting Findings Epilogue................................................................................................... 181 Index ...........................................................