This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Skinner, D. Articles by Holloway, J. Search for Related Content Social Bookmarking                   What's this?

Managers and Research

The Pros and Cons of Qualitative Approaches

University College Northampton, UK, Denise.Skinner{at}northampton.ac.uk

Clare Tagg

Tagg Oram Partnership, UK

Jacky Holloway

Open University Business School, UK

Many managers undertake `research' in the course of their normal work-for planning, problem solving market research and decision-support-in which they have to gather information which enables decisions to be taken about a course of action. However, from our experience the methods they employ are dominated by quantitative techniques, augmented by an interview or questionnaire survey from which much qualitative data remains unused. Yet many of the issues managers investigate are complex, messy, and involve a range of stake-holders with different concerns and perceptions. These are circumstances in which qualitative research could offer a richness and depth of understanding unlikely to be achieved with quantitative approaches. This paper describes three cases in which the authors supported practising managers in their wish to identify and use qualitative approaches in their `research'. We describe the processes which took place and the managers' experience of using the qualitative approaches. We then reflect on the potential and the problems for the wider use of qualitative research methods by managers.

Management Learning, Vol. 31, No. 2, 163-179 (2000)
DOI: 10.1177/1350507600312002


CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				J. S. Walton Scanning Beyond the Horizon: Exploring the Ontological and Epistemological Basis for Scenario Planning Advances in Developing Human Resources, May 1, 2008; 10(2): 147 - 165. [Abstract] [PDF]

				D. Skinner Primary and Secondary Barriers to the Evaluation of Change: Evidence from Two Public Sector Organizations Evaluation, April 1, 2004; 10(2): 135 - 154. [Abstract] [PDF]