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Current paper is an overview of qualitative research. It starts with discussing meaning of research and links it with a framework of experiential learning. Complexity of socio-political environment can be captured with methodologies appropriate to capture dynamism and intricacy of human life. Qualitative research is a process of capturing lived-in experiences of individuals, groups, and society. It is an umbrella concept which involves variety of methods of data collection such as interviews, observations, focused group discussions, projective tools, drawings, narratives, biographies, videos, and anything which helps to understand world of participants. Researcher is an instrument of data collection and plays a crucial role in collecting data. Main steps and key characteristics of qualitative research are covered in this paper. Reader would develop appreciation for methodiness in qualitative research. Quality of qualitative research is explained referring to aspects related to rigor, worthiness of topic in interpretivist research. This paper presents challenges of qualitative research in terms of thinking of qualitative research, doing of qualitative research, and trustworthiness.

This article presents fieldwork perspectives gained from conducting qualitative research among Bangladeshi immigrant communities in Lisbon (Portugal), Boston (Massachusetts – USA) and Brussels (Belgium). This discussion will primarily benefit those who conduct, or are interested in, undertaking qualitative research with Bangladeshi immigrants, one of the largest immigrant communities represented globally.

The author conducted 32 semi-structured interviews using a qualitative descriptive approach.

The author discusses and demonstrates effective strategies to acquire meaningful insights from fieldwork while interviewing Bangladeshi immigrants. Though maintaining standard criteria for producing credible qualitative research is crucial, the adoption of a flexible and dynamic approach is also necessary. The article highlights versatile approaches taken in the following four areas: (1) establishing community presence, (2) managing informed consent, (3) adjusting research instruments and protocols, and (4) dealing with unexpected situations during fieldwork. Moreover, these elements are examined within the context of navigating the role and positionality of the researcher.

The generalizability of these techniques is limited to this study, but similar issues in conducting qualitative research with Bangladeshi communities and other immigrant groups can be found.

This paper addresses a gap in the discussion of fieldwork strategies for conducting qualitative research with Bangladeshi immigrant communities. Practical knowledge for researchers facilitating qualitative research with this group is relatively scarce despite the growing presence of these communities globally.

The purpose of this paper is to synthesise current literature on the conceptualisation of rigour within qualitative studies and to identify factors which contribute to the enhancement of rigour for the practical implementation of qualitative research.

This paper presents an interpretivist stance in line with a qualitative approach to research. A systematic review method was adopted to provide a structured and rigorous selection of relevant literature. Data was analysed using a thematic synthesis method, as outlined by Thomas and Harden (2008).

The results of the thematic synthesis identified seven descriptive themes in the literature: conceptualising rigour, conceptualising truth and value in knowledge generation, participant trust and communication of truth, rigour in research design and implementation, subjectivity, reflexivity and researcher identity, reader confidence and transparency and strategies for enhancing rigour. These descriptive themes were further developed into three analytical themes: ethical co-construction, methodological alignment and multi-perspective interpretation.

This paper presents an interdisciplinary exploration of the concept of rigour in qualitative research. The themes identified are applicable across fields and provide an original application of thematic synthesis.

Many management scholars view templates as rigid rulebooks suffocating qualitative research. This viewpoint article recommends that, instead, templates should be viewed through the lens of organizational routines.

To facilitate this viewpoint, this article first clarifies the confusions surrounding templates. It points out that how using templates, like following routines in an organization, constitutes three parts - the artifact, the ostensive and the performative; the latter two being often neglected by template critics. The use of templates is encouraged by discussing the learning advantages for novice researchers, through an autoethnographic note narrating the author’s own research and teaching experiences.

This article deliberates upon the criticisms against templates. It then discusses templates using a perspective offered by organizational routines. Thereafter, the use of templates in qualitative management research is discussed, with the help of examples from published reports. Finally, the article explains a way of reflexively using templates through an autoethnographic note detailing the author’s own research and teaching experiences.

In its entirety, the article submits that the artifacts offered by the templates and the ostensive and performative engagements of the template-users must co-exist for co-creating excellent qualitative research.

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an “integrative” qualitative research methodology is built on the very practical need for researchers to develop the “best” possible methodologies for their own specific research problem or issues. Combines the notion of an integrative research methodology with the idea of a “stream of research”, or research which builds on earlier studies and explicitly allows the research to evolve and develop through distinctive stages over a given time period.

Takes a somewhat reflexive look at the politics of qualitative research in advertising and draws some analogies with academic research in marketing. The main basis for the discussion is a qualitative study of advertising which utilised a discourse analytic approach to dyadic depth interviews within a social, constructionist, ontological framework. The findings from the study drew attention to the political as opposed to epistemological problems of legitimisation for qualitative forms of understanding. Where qualitative forms of knowledge and understanding are considered legitimate, the social order of power relations within the organisation changes.

The purpose of this paper is to discuss within a corporate context the advantages and limitations of combining different qualitative methods (namely consumers’ introspection and observation) to grasp consumer experiences.

The paper reflexively examines the evolution of a research process through which a team of researchers and a company tried to understand how the online consumer experience unfolds. The paper discusses the research process, the problems addressed and the way results were shared and acted upon within the company.

The findings show how the search for and implementation of the combination of observation and introspection is rooted in the kinds of organizational change processes that allow companies to appropriate new methodological approaches and modify the conduct of their service innovation processes.

The paper is based on a single research project, analysed only retrospectively and reflexively. As to its implications, the proposed qualitative methods help mediate the collaborative interaction between researchers and the company during a research project.

The research findings already have been appropriated and used by a multidisciplinary working group, operating within a corporate environment. Similarly, other companies can manage this type of research process following three major guidelines: prepare the cultural background, be iterative and maintain a conversation.

The paper offers a unique account of the process of using combined qualitative methods within a company to understand consumer experiences.

Often culture, socio-economic conditions and their multiple roles and responsibilities towards family, work and social life impede women from achieving academic goals. Online learning is perceived as flexible, ‘comfortable’ and as a mode of learning which can be better balanced with other demands and responsibilities such as work, family and social life. With this study, the aim of this chapter was to focus on the ‘geography’ of online learning, explore whether it supports women’s access to higher education and understand whether women find online learning to be a fulfilling experience. The participants in this study confirmed that online learning makes higher education more accessible to women who might otherwise find it difficult to balance multiple roles and responsibilities with academic aspirations. Female students value the flexibility and convenience of online learning and despite challenges (e.g. handling workload or technology), their learning experience is positive. Interestingly, participants value asynchronous online communication with peers and tutors but learn better in a face-to-face environment. The findings of this chapter have implications for online programme designers, programme managers and directors who should consider the multiple responsibilities of female students and their preference for a more personalized learning environment.

The purpose of this paper is to reveal, how newspaper archives can support contextualisation in management history research by providing quantitative and/or qualitative, accurate, contemporary and cost-effective, data which is not always available elsewhere.

The paper comprises a literature review, which summarises research into contextual analysis and newspaper archive theory; combined with content and textual analysis of articles published in the Journal of Management History and Management and Organizational History (2013-2017).

The findings reveal that the concept of contextualisation is absent from recent management history articles and that few management historians use newspaper archival sources as a data collection strategy.

There is compelling evidence to suggest that contextual analysis can – perhaps should – be incorporated into management historians’ research strategies because managerial organisations operate in open systems, which are influenced by external factors.

This paper juxtaposes two neglected aspects of management history research, contextuality and newspaper archives, and proposes that a key source for historic contextual analysis is newspaper data.

To investigate the determinants of behavioural brand loyalty amongst dissatisfied customers in the business‐to‐business (B2B) services sector.

A qualitative study was conducted, with 28 personal interviews undertaken with managers who are involved in the choice of service providers. The respondents belonged to 24 organisations located in Australia. Template analysis and eyeballing were techniques used to analyse the data collected.

Assessment of the reasons why dissatisfied customers stayed with the service providers resulted in six categories. The categories were found to be, in order of decreasing frequency, impact of alternative providers, switching costs (18), others (17), inertia (14), investment in relationships (13), and service recovery (13). The results not only confirmed factors found in the literature, but also uncovered 11 other factors.

The sample size, whilst appropriate for qualitative research, should be considered adequate only for exploratory analysis and a further quantitative study is needed to validate the study.

This study is important for those firms who have many prospective switchers because it is important to understand why these customers stay, and to what extent such firms can discourage such customers from leaving in both positive and negative ways. For those service firms that are attempting to attract these prospective switchers, an understanding of why they do not switch is important, as it will enable them to develop strategies to overcome these switching barriers and gain market share.

This research is the first study to investigate in a single model a range of barriers to switching in a B2B services context. The results that confirmed categories found in the literature also discovered 11 other factors not evident in the extant literature.