Qualitative Methods in Business Research

Qualitative Methods in Business Research is a wide-ranging and accessible book that provides a thorough overview into most common qualitative research methods in business and related fields, such as marketing, management, organization studies, and accounting. This book offers a practical how-to guide to using qualitative methods, and covers all the major qualitative approaches in business studies, including case study research, ethnography, narrative inquiry, discourse analysis, grounded theory, and action research.