Applying Qualitative Approach in Business Research

Turner, Daniel;Ting, Hiram;Wong, Mun Wai;Lim, Tze-Yin;Tan, Kim-Lim

Abstract

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.

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Asian Journal of Business Research

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1778-8933

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Asia Business Research Corporation Ltd.

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DOI

10.14707/ajbr.210111