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Chapter 7 Qualitative Data Gathering Techniques

DOI: 10.23912/978-1-910158-51-7-2776


Published: September 2015

Component type: chapter

Published in: Research Methods for Business and Management 2nd edn

Parent DOI: 10.23912/978-1-910158-51-7-2735



As a primary methodology in the Methods Map, qualitative research techniques promote the collection of rich and revelatory data. This chapter presents several qualitative data collection techniques appropriate to business management research, such as interviews, focus groups, ethnographic approaches, observations, and the use of diaries. To the inexperienced researcher, these approaches may initially appear a less challenging methodological option to pursue, however, this chapter serves to highlight the inherent complexities associated with qualitative techniques and offers accessible advice and guidance for researchers new to qualitative research, or those looking to formalise their current understanding.

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  • Sean Lochrie, Heriot-Watt University (Author)
  • Ross Curran, Heriot-Watt University (Author)
  • Kevin O'Gorman, Heriot-Watt University (Author)

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Lochrie, Curran & O'Gorman, 2015

Lochrie, S., Curran, R. & O'Gorman, K. (2015) "Chapter 7 Qualitative Data Gathering Techniques" In: O'Gorman, K.D. & MacIntosh, R. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-51-7-2776


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Published in Research Methods for Business and Management 2nd edn

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