This pragmatic, applied textbook showcases the potential and impact of qualitative research in business and management. Using case studies and a global approach it provides you with an overview of the philosophies, methodologies and methods you will need to research in this field.

Demystifying the whole process, it walks you through every aspect of conducting and using research in business, including generating questions, collecting useful data, evaluating the research and disseminating your findings. It also:

Explores the challenges of working with qualitative data ...