Gathering Research Evidence in the Information Age: Qualitative Research Through Narrative Analysis

Qualitative methodologies provide more in-depth and contextual information about a research problem, however qualitative methodologies are far less frequently utilized in research studies published in acclaimed business journals. Instead, primary survey-based data collection and subsequent statistical analysis have become a norm in many social science disciplines. The fol-lowing paper offers a discussion on various qualitative methodologies, reflecting on particular experience and sharing experiential trajectories from business research. A reconciliation for the inherent dichotomy between telling a story and finding a structure is offered to researchers for further consideration.