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SAGE Research Methods

an overview

Business & Management

Covering all the major qualitative approaches in business studies (including case study research, ethnography, narrative inquiry, discourse analysis, grounded theory and action research), this practical how-to guide shows how qualitative methods are used within management, marketing, organizational studies and accounting.

Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies

This is a research book with a difference. It tells the truth about the research process. Each phase of a research project is addressed in the simultaneous order in which researchers often undertake them. Importantly, the book recognizes that writing up a research project is rarely organized in the form in which the dissertation is finally presented. Readers are given guidelines to help them assess the kind of researcher they are and the all important question of how to chose a research project is answered. The book is easy to read and covers: an explanation of what lies behind the requirements that need to be met by a research proposal; what readers should expect from their supervisors and what the researched organisation might expect from readers; and support for the confused and anxious student.