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. Within each approach, the authors consider crucial issues such as framing the research, generating research questions, getting access, collecting empirical materials, reporting the results and evaluating the research. Original case studies drawn from around the world are included throughout to demonstrate the practical applications of the methods discussed.

Narrative Research

This chapter gives information on:

  • what is specific about narrative research;
  • what the key concepts and understandings of narrative research are;
  • how to collect narrative data;
  • how to analyse data in narrative research;
  • how to do narrative writing and evaluation.

Narrative knowing and storytelling as a basic human activity

When used in social sciences, ‘narrative’ commonly refers to a research approach that has its ontological and epistemological roots in social constructionism (Berger and Luckmann, 1967). Jerome Bruner (1986), ...

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