| Qualitative research is interested in providing descriptive and rich data of the subjects under study. It is characterised by its naturalistic approach, accounting for differences in point of view, reflexivity and variety in approaches of inquiry used. The meta-theoretical underpinnings of qualitative research are based on life-world ontology and social construction epistemology. They mean that qualitative researchers view subjects and reality as inseparable. in addition, these researchers view reality as socially constructed. There are different approaches used In qualitative research. Each approach emphasizes on certain aspects of human life and has its own strength in enhancing management studies. Different qualitative approaches and their application in marketing research are discussed. The qualitative approaches discussed are deconstructionism, discourse analysis, ethnography, case study and phenomenography. |