QUALITATIVE TECHNIQUES IN BUSINESS

Qualitative Techniques in Business

Qualitative Techniques in Business

Qualitative methods assist researchers who desire to understand complex social phenomena. They are appropriate when seeking knowledge about the fundamental characteristics of a phenomenon being studied before theorizing about it. This knowledge often surfaces through close contact with subjects of a study, allowing the researcher to understand their points of view about and experiences with the phenomenon.

Qualitative research embodies a number of different research approaches, each with differing assumptions, intents, and methods. Historical trends in qualitative research show that as different types of phenomena have come under study (e.g., feminism, urban cultures, ...