Reflections on Qualitative Research

Although we have read a few qualitative pieces for work in some of our marketing seminars, the exemplars read for class this week provided a broader scope of the nature and importance of qualitative research and how rigorous its methods may actually be in contrast with many positivist researchers’ assumptions that the lack of statistics makes it ‘unscientific.’ Additionally, these exemplars provided some insight as to how the different ontological and epistemological frames of qualitative research impact the resultant writings. Finally, the exemplars demonstrated some of the highlights and pitfalls of producing ‘good’ qualitative research.

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