Guest lecture: QUALITATIVE RESEARCH METHODS IN BUSINESS STUDIES

Abstract: Qualitative case study research has frequently been criticised for being less systematic and objective than other approaches. We will discuss the differences between qualitative and quantitative research methods and will try to establish that whether the difference between these two types of methods is of quality or not.  We will particularly look at the Case Study Method that is often used in Business Studies. Ambiguity in the way case studies are selected, empirically conducted and analysed, often exists and can hinder the positive dissemination of research. We aim to outline how case study research can be undertaken using the examples from the authors’ current research into MNEs and their activities in emerging markets. An emphasis is placed on the analysis of data collected through case studies and the benefits of computer aided qualitative data analysis software (CAQDAS). It is argued that the use of a systematic approach helps researchers to systematise and organise data, enabling a more thorough and reliable analysis. If qualitative case study research is to become more accepted and publishable, its transparency must be improved. We will thus discuss how to design and conduct qualitative research in Business Studies that is reliable and trustworthy.