The SAGE Handbook of Qualitative Business and Management Research Methods

Methods and Challenges

Catherine Cassell, Ann L Cunliffe, Gina Grandy, Catherine Cassell, Ann L Cunliffe, Gina Grandy, Author

• Publisher: SAGE Publications Ltd
• Year: 2017
• Print ISBN: 9781526429278
• eBook ISBN: 9781526430243
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

The SAGE Handbook of Qualitative Business and Management Research Methods provides a state-of–the art overview of qualitative research methods in the business and management field. Bringing together a team of leading international researchers, the chapters offer a comprehensive overview of the key methods and challenges encountered when undertaking qualitative research in the field.

The chapters have been arranged into three thematic parts:

Part One examines a broad spectrum of contemporary methods, from autoethnography and discourse analysis, to shadowing and thematic analysis.

Part Two presents an overview of key visual methods, such as photographs, drawing, video and web images.

Part Three explores methodological developments, including aesthetics and smell, fuzzy set comparative analysis, and beyond.

1 Introduction: Qualitative Research in Business and Management

Catherine Cassell

Ann L. Cunliffe

Gina Grandy

Welcome to The Sage Handbook of Qualitative Business and Management Research Methods. The Handbook aims to provide a state-of-the art overview of qualitative research methods in the business and management field. Our intention is to provide a comprehensive review of the history and traditions that underpin qualitative research within management and organisations; outline a number of contemporary methods and their relevance; and explore some of the challenges that may lie ahead for qualitative researchers. In doing so, we draw from a wide range of research traditions. While any handbook seeks to be comprehensive, it will inevitably offer a view of the field informed by a particular lens. In this case, that lens is the view of the three editors, all experienced qualitative scholars, and also the viewpoint of our contributors, who are all leading-edge, international qualitative researchers. A number of chapters are targeted at those who are relatively new to the field, while others are aimed at experienced qualitative researchers. Some chapters cover methods that are well established, whereas others highlight new and unfolding methods or areas of investigation. We encourage you to dip in and out of the Handbook, following up on any traditions, methods or issues that particularly capture your interest.

Our philosophy in putting together the Handbook is that we have sought to recognise and celebrate the diversity of qualitative business and management research methods. The three editors all come from different traditions and we may make quite different methodological and philosophical choices in relation to our own qualitative research practices. However, we are committed to encouraging rather than problematising such diversity and believe it is important, especially for new researchers, to be aware of the range of philosophical positions, epistemologies, methodologies and methods available. As John Van Maanen noted back in 1995, ‘From examples of novel practices can come individual and collective experiments and perhaps as a result we can loosen up some of the writer's cramps that seem so prevalent in our field’ (1995, p. 139). Loosening researcher's cramps by supporting diversity maintains the richness of our field and legitimates different ways of theorising, writing and enacting researcher roles. The authors in the Handbook are therefore researching management and/or organisations from within different disciplines (including strategy, organisational psychology, organisational communications, sociology, international business and education) using a wide range of traditions and methods. Inevitably, while acknowledging that the Handbook is wide in coverage, we also recognise that we will never be able to fully capture a developing and ever-changing domain.

This introductory chapter positions what follows in the Handbook by outlining some of the characteristics of the current state of qualitative business and management research methods and highlighting some of the debates and challenges in the field. We also introduce the different sections of the Handbook to offer the reader an overview of what follows. The chapters have been arranged across two thematic volumes; the first focussing on ‘History and Traditions', and the second covering ‘Methods and Challenges'. For ease of navigation, in this chapter we have included notes in parentheses wherever specific chapters or sections are mentioned, to indicate which companion volume (‘History’ or ‘Methods') the chapter appears in. We invite you to join with us on this journey through what is a thriving and exciting methodological domain.

Characterising qualitative research in the business and management field

Given the diversity outlined above, how can we characterise qualitative business, management and organisational research? The first comment we would make is that there is increasing interest in the uses and opportunities offered by research informed by qualitative methods. Qualitative research can now be found in many different areas within the ‘discipline’ of business, management and organisational research, including those traditionally seen as founded upon objectivity, ‘facts', numbers and quantification. For example, we now see qualitative research in accounting (Boll, 2014; Lee & Humphrey, 2006); entrepreneurship (Díaz García & Welter, 2011); finance (Kaczynski et al., 2014; Salmona et al., 2015); human resource management (Townsend et al., 2016); international business (Doz, 2011; Moore, 2012); information systems (Hoefnagel et al., 2014); marketing (Bellenger et al., 2011; Rokka & Canniford, 2016); organisational behaviour (Cassell & Symon, 2004; O'Leary & Sandberg, 2016; Symon & Cassell, 2012); organisational communication (Brummans, 2014; Tracy et al., 2014); organisational psychology (Crozier & Cassell, 2016; Neergaard & Ulh⊘i, 2008; Symon & Cassell, 2006) and strategy (Anteby et al., 2014; Bettis et al., 2014). Hence qualitative research now takes place and is also published in most, if not all, of the sub-disciplines of business and management. There has also been a number of new journals focussing upon qualitative methods and issues, for example the Journal of Organizational Ethnography established in 2012; Qualitative Research in Financial Markets established in 2009; and Qualitative Research in Organizations and Management; an International Journal established in 2006. Furthermore, there have been a number of special issues of management journals focussing upon work informed by qualitative research methods. Sometimes these special issues bring together a range of different qualitative methods to support the development of a particular research topic, for example exploring and understanding dirty work (Grandy et al., 2014) or international marketing (Andriopoulos & Slater, 2013). Other special issues ...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• List of Figures
• List of Tables
• Notes on the Editors and Contributors
• 1 Introduction: Qualitative Research in Business and Management
• Part I Contemporary Methods
• 2 Autoethnography
• 3 Archival Research
• 4 Rhetoric
• 5 Stories and Narratives
• 6 Organizational Discourse Analysis
• 7 Towards the Wholesome Interview: Technical, Social and Political Dimensions
• 8 Group Methods
• 9 Sociomateriality and Qualitative Research: Method, Matter and Meaning
• 10 Analysing Fiction: The Example of Women's Work in Disney Animations (1937–2013)
• 11 Dramaturgical Methods
• 12 Capturing the Complexity of Daily Workplace Experiences Using Qualitative Diaries
• 13 Going with the Flow: Shadowing in Organisations
• 14 Thematic Analysis in Organisational Research
• Part II Visual methods
• 15 Photography in Qualitative Organizational Research: Conceptual, Analytical and Ethical Issues in Photo-Elicitation Inspired Methods1
• 16 Drawing
• 17 Analysing Web Images
• 18 Making Meaning from Multimodality: Embodied Communication in a Business Pitch Setting
• 19 Collage Visual Data: Pathways to Data Analysis
• 20 Qualitative Research through Documentary Filmmaking: Questions and Possibilities
• Part III Methodological developments
• 21 Aesthetics: Working With the Senses
• 22 Sewing in Management and Organisation Research: The Subversive Stitch and the Politics of Cloth Revisited
• 23 Netnography for Management and Business Research
• 24 Ethnomusicology
• 25 Advances in Qualitative Comparative Analysis (QCA): Application of Fuzzy Set in Business and Management Research
• 26 ANTi-History: An Alternative Approach to History
• 27 ‘Use Your Feelings': Emotion as a Tool for Qualitative Research
• 28 Pattern Matching in Qualitative Analysis
• 29 Metaphorizing the Research Process
• Index