Qualitative Research in Business

Book excerpt: 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.