Business in Context

This concise book uses narrative fiction to address how researchers can conduct qualitative research using both online and first-hand data and digital and face-to-face methods. The book is structured around four phases of the research process – accessing management field research, writing the literature review, collecting and analysing data and enacting qualitative research and finally the creative process of writing qualitative research. Theory and practice are merged through a situation-based case study within each chapter, with the methods and tools employed in each context explored through narrative fiction.