This unit develops an understanding of qualitative methods in research. The unit provides students with knowledge and skills in preparation for qualitative research conducted for a dissertation project by focusing on the logic and activities underlying the planning, conduct and writing up of qualitative research. The unit also emphasises the appropriateness of different research strategies and the technical features of specific research methods and design.

The unit aims develop and deepen understanding of qualitative research in general, and of conducting qualitative research in business in particular. The unit begins by discussing what qualitative research is, its historical development and areas of application. Also discussed is the qualitative research process and its central phases such as formulating research questions, data collection, analysis and presenting results. A range of common qualitative techniques will be discussed and compared regarding their procedural rigour and their suitability in addressing business research issues. Upon completion of the unit, students will have developed an informed and critical understanding of the application of common qualitative research techniques to their proposed dissertation topics.