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The purpose of this paper is to discuss the experience of carrying out an ethnographic research in the real world with six different participant groups from different backgrounds and embodying different expertise in traditional medicine. The paper will discuss why some approaches do not go well with some key informant groups and will demonstrate a suitable method that function better with those groups. The paper also argues that there is unpredictability of doing research in the real world, and this is crucial knowledge for novice researchers, and researchers who wish to embark on their research in different communities.

Ethnography comprising of in-depth interviews, participant observation, focus group and unobtrusive methods.

Listening to traditional healers’ explanation of their roles, patients’ perspectives of their treatments and the views of other participant groups will help us to understand the role of traditional healers, how effective their treatment is, and the possibilities for, and barriers to co-operation with the modern health care system. Ethnographic approach addresses deep understanding about cultural phenomena and issues in the real world because it captures everyday life and practices among local people.

The principle of ethnography requires a researcher being in the field and living with the local people for a long period of time. This provides the researcher with the opportunity to learn and experience a new world on his/her own.

Although the process of carrying out an ethnographic study is unpredictable, the methodological approach the paper employs in this study has resulted in valuable outcomes to a novice ethnographer. The paper would suggest to other novice ethnographers that this methodology is a very worthwhile approach in terms of exploring, learning and understanding the new world.

To date few research studies exist on consumers' responses to the adoption of Wal‐Mart into towns and cities. This paper seeks to examine the expected impact of a Wal‐Mart store in a community before its arrival.

Media reviews, participant observations and in‐depth interviews were applied. Positive and negative articles relating to Wal‐Mart as exhibited in the newspapers – the Guelph Tribune and the Guelph Mercury – were reviewed. Participant observations were conducted in three different shopping areas of Guelph: the Downtown area, the Stone Road mall area and the Willow West mall area. A total of 13 participants from these shopping areas were interviewed.

Overall, this study found that the participants were receptive to the notion of Wal‐Mart coming to Guelph despite the negative publicity and strong opposition Wal‐Mart had faced in the media. Additionally, this study offered insights for this marketplace based on the consumption context of hedonic and utilitarian shoppers. The intensity of these shoppers' perceptions and beliefs were found to be different for different contexts such as retail shopping, businesses and social.

This study demonstrates the importance of wider contextual comprehension when trying to understand what values consumers hold for retailers in the marketplace. However, these findings are restricted by the limited range of opinions captured. A fully holistic view is only possible when taking into account the perspectives of local business owners, future Wal‐Mart employees and managers, activists, or politicians – all of whom have an impact on the situation of Wal‐Mart in Guelph.

Insights from this study can assist management personnel for their future expansion plans.

This study extends the application of consumers' value dimensions by focusing not only on consumers' hedonic and utilitarian values but also by incorporating the community context. Furthermore, it offers a multi‐method qualitative market research approach for discovering insights that would not have emerged from utilizing just one method of data collection. This is also the first study to assess consumer responses before a store's construction.

Entrepreneurial businesses often face financial and experiential gaps, which can constrain their growth. Business angels (BAs) can provide sources of financial, human and social capital to overcome these gaps. Building on the work by Munck and Saublens, this paper aims to introduce a framework that seeks to provide a detailed understanding of the benefits that BAs can bring to the firms in which they invest.

In order to obtain a detailed understanding of the benefits that BAs bring to their investee companies, semi‐structured, in‐depth telephone interviews were conducted from an investee perspective. The key managers of nine angel‐funded companies were purposefully selected and the transcribed interviews analysed with the help of common qualitative analysis techniques.

According to investee managers, BAs provide benefits in all four areas of the proposed framework. Specifically, BAs: help overcome funding gaps; fill knowledge/experience gaps through provision of their own expertise and involvement; provide a wide range of contacts and leverage further funding, including their own follow‐on finance.

The anonymous nature of the BA market requires convenience sampling, which, in addition to the small sample size used, does not allow for generalisability. The use of telephone interviews instead of face‐to‐face interviews did not allow for observation of non‐verbal cues. Nevertheless, the study identified various areas in need of further research.

In‐depth interview data enabled a detailed exploration of the financial and non‐financial benefits of BA funding from an under‐utilised investee perspective. The paper's main value, however, lies in establishing the usefulness of a framework showing BAs' benefits in a structured manner.

Group decisions have taken a prominent part in strategic decision making but managerial research still lacks techniques to study these interpersonal processes comprehensively. Assuming that efficient decision making depends on shared cognitive structures within groups, an approach to analyze these structures and the affective and communicative dimensions causing convergence/divergence of individual cognitions is introduced. Suitable methods to study these variables are discussed and applied in an actual strategic decision to be made by a management team. The method shows a high degree of realism and preciseness in analyzing strategic group decisions.

Networking, gatekeeper access, understanding of “localized talks,” and jargon are revealed to be influential factors on the quality and richness of case study research (CSR) data. Rapport between the researcher and the interviewee not only affect the depth of the data collected but also the credibility and completeness of the final research output. This chapter discusses these features of CSR by employing two different CSR studies. The chapter provides practical insights to promote the interviewee's confidence in revealing sensitive data, through a three-step procedure.

This paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.

This study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.

Marketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.

The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.

Effective facility management (FM) can reduce environmental effects on buildings throughout their life cycle. This study aims to investigate the challenges in implementing building information modelling (BIM) for FM in government buildings in Thailand.

Eight government-building facility experts were interviewed using an in-depth interview method to identify FM challenges. The collected qualitative data were analysed via thematic analysis to ensure data saturation. The final questionnaire was designed with 45 FM problems, classified into management, technical and human resource problems, to collect quantitative data from 54 government FM officers. The data were used to prioritise the severity and frequency of the FM problems using the severity index (SI) and relative importance index (RII).

Management problems have the highest impact, with an average SI of 0.285, followed by human resource (average SI = 0.266) and technical (average SI = 0.264) problems.

This study identifies the government-building FM problems in Thailand that are critical to the development of a BIM execution plan (BEP) guideline. The findings can facilitate strategy development for government-building operations and management in line with the public procurement and supply administration of Thailand. These findings can serve as a guideline to inform the development of a BIM Roadmap for integration into the national digital roadmap and the Thailand 4.0 policy to mitigate construction-related environmental and climate issues.