NEED OF QUALITATIVE RESEARCH IN BUSINESS

Need of Qualitative Research in Business



Need of Qualitative Research in Business

A decade ago, Cochran and Dolan (1984) challenged business communication researchers to seek new approaches to their research, stressing the need for research that is diverse and uses multiple sources of data. They proposed that the use of limited and conventional research methodologies has led to studies that generally support specific, narrow research paradigms on repetitive topics. To generate new research topics, they suggested that researchers conduct more qualitative research to focus on the context of discovery rather than the context of justification.

Likewise, Moran and ...