DOI 10.14707/ajbr.210111

Applying Qualitative Approach in Business Research

DOI 10.14707/ajbr.210111

Daniel Turner1; Hiram Ting2,3*; Mun Wai Wong4; Tze-Yin Lim5 and Kim-Lim Tan6
1 Quirkos, Edinburgh, United Kingdom
2 Faculty of Hospitality and Tourism Management, UCSI University, Malaysia
3 College of Business, Polytechnic University of the Philippines, Philippines
4 School of Design & Architecture, Swinburne University of Technology, Australia
5 Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak Campus, Malaysia
6 Division of Business Management, BNU-HKBU United International College, China
*Corresponding author:


Researchers and students in the business field are increasingly turning to qualitative methods to seek answers for complex research questions. Current literature presents a copious number of published qualitative research compared to previous decades, in which qualitative methods serve mainly as an exploratory inquiry toward more comprehensive quantitative studies. Although qualitative research is now widely adopted in both academia and practice, a dearth of germane literature that argues and discusses key challenges in applying qualitative methods continues to compound the scepticism and ambiguity of the research process. Moreover, details on the analysis process gleaned from research articles are often limited and thus offer little to learn from. Qualitative analysis thus resembles a black box, an analogy of intricacy and complexity. In this editorial, we discuss how to define the scope and goals of a qualitative study, examine current literature, and provide practical guidance for researchers in business to apply qualitative approach and methods. We also detail several steps for qualitative analysis and introduce Computer Assisted Qualitative Data Analysis (CAQDAS) software for this purpose. Finally, we draw from other disciplines to guide and encourage researchers to adopt qualitative research as part of their inquiry endeavour.

Keywords: Qualitative, Methods, Analysis, CAQDAS, Quirkos, Business research.

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