The Importance of Qualitative and Phenomenological Research Methods in Business Studies
Keywords:Qualitative Research, Quantitative Research, Interpretive Research, Phenomenology, Human Experience, Business Research, Praxis Gap
An ongoing conflict exists between theory and practice where scholars attempt to maintain practical relevance to their academic studies and business practitioners strive to apply appropriate theory to their businesses (Brower, Abolafia, & Carr, 2000). Most current business research is based on predictive Quantitative rather than exploratory Qualitative methodology (Carrera-Fernández, Guàrdia-Olmos, & Peró-Cebollero, 2014; Molina-Azorin, 2012; Podsakoff, MacKenzie, & Podsakoff, 2016). A growing emphasis is placed on the value of interpretive Qualitative research in providing more insightful and holistic results (Charmaz, 2014; Iamratanakul, 2017; Madill & Gough, 2008; O’Neil & Koekemoer, 2016). Conklin (2007) and (Gibson & Hanes (2003)highlight the significance of Phenomenological research methodology, in its capacity to understand the complexity of human experiences and its potential to bridge the gap between Qualitative researchers and practitioners. Management scholars are increasingly utilizing Phenomenology to reach new insights in areas of decision making based on in-depth human understanding rather than rational and logical processes (Gill, 2014).