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Articles 1 - 30 of 41
Full-Text Articles in Business
How Can Generative Ai (Genai) Enhance Or Hinder Qualitative Studies? A Critical Appraisal From South Asia, Nepal, Niroj Dahal
How Can Generative Ai (Genai) Enhance Or Hinder Qualitative Studies? A Critical Appraisal From South Asia, Nepal, Niroj Dahal
The Qualitative Report
Qualitative researchers can benefit from using generative artificial intelligence (GenAI), such as different versions of ChatGPT—GPT-3.5 or GPT-4, Google Bard—now renamed as a Gemini, and Bing Chat—now renamed as a Copilot, in their studies. The scientific community has used artificial intelligence (AI) tools in various ways. However, using GenAI has generated concerns regarding potential research unreliability, bias, and unethical outcomes in GenAI-generated research results. Considering these concerns, the purpose of this commentary is to review the current use of GenAI in qualitative research, including its strengths, limitations, and ethical dilemmas from the perspective of critical appraisal from South Asia, Nepal. …
Teaching-Learning Patchwork Technique: Proposed Active Methodology Applied To Doctoral Education, Jonimar Silva Souza, Aloir Pedruzzi Junior, Queila Regina Sousa Matitz, Natália Rese
Teaching-Learning Patchwork Technique: Proposed Active Methodology Applied To Doctoral Education, Jonimar Silva Souza, Aloir Pedruzzi Junior, Queila Regina Sousa Matitz, Natália Rese
The Qualitative Report
The didactic-pedagogical innovation at the stricto sensu level can be the differential for a program to train qualified professionals for today's demands. Within this perspective, the study seeks to reflect on the application process and impacts of a teaching strategy based on the Teaching-Learning Patchwork Technique (TLPT) active methodology in a doctoral business administration course. Using duoethnography, the research was carried out with a teacher and two students, generating reflections of different visions about the same object, which provided a greater understanding of the phenomena experienced. The results support that TLPT promotes educational innovation from the promotion of teaching worked …
Sustainability Innovation In Small Medium Enterprises (Smes): A Qualitative Analysis, Budi Harsanto, Asep Mulyana, Yudi Ahmad Faisal Mr, Venny Mellandhia Shandy, Muntasir Alam
Sustainability Innovation In Small Medium Enterprises (Smes): A Qualitative Analysis, Budi Harsanto, Asep Mulyana, Yudi Ahmad Faisal Mr, Venny Mellandhia Shandy, Muntasir Alam
The Qualitative Report
Prior research suggests that today, sustainability is an important key in innovation. While the integration of sustainability into innovation in large enterprises has been widely studied, research on small-medium enterprises (SMEs) is still lacking. The aim of this study is to understand the sustainability innovation practices in SMEs. We interviewed 30 SME owners and managers in Indonesia and analyzed the data using thematic analysis to understand how SMEs practice sustainability innovation. The findings show that sustainability innovation in the form of product innovation is commonly practiced through the use of more environmentally friendly raw materials and packaging materials. As for …
Using Qualitative Meta-Synthesis To Develop A Risk And Internationalization Framework, Weber H. Radael, Gustavo Abib, Adriana Roseli Wünsch Takahashi
Using Qualitative Meta-Synthesis To Develop A Risk And Internationalization Framework, Weber H. Radael, Gustavo Abib, Adriana Roseli Wünsch Takahashi
The Qualitative Report
Risk can be perceived in the following three different ways: (1) risk as danger – when the consequences are negative; (2) risk as uncertainty – when the variables are unknown and cannot be measured; and (3) risk as opportunity – when there is a positive return. The internationalization process is when companies expand to the international market to be exposed to high risks, which can negatively influence their performance. However, internationalization can also provide an opportunity for positive returns. Therefore, to understand how risk is analyzed in the internationalization of companies, a rigorous search for case studies was carried out. …
Design And Implementation Of 360-Degree Video Vignettes In Immersive Virtual Reality: A Quality Management In Higher Education Case, Martha Snyder, Steven Kramer, Diane Lippe, Sharan Sankar
Design And Implementation Of 360-Degree Video Vignettes In Immersive Virtual Reality: A Quality Management In Higher Education Case, Martha Snyder, Steven Kramer, Diane Lippe, Sharan Sankar
The Qualitative Report
Immersive virtual reality (IVR) in higher education has gained traction as a way to engage learners in immersive and authentic learning experiences. However, there is a need for guidance on how to design and implement IVR solutions. We used a design-based research methodology to answer the following overarching research question and sub-questions: (1) How can 360-degree video vignettes presented within an IVR environment be designed and implemented to facilitate quality management competencies? (1a) How do learners experience this technology? (1b) What is the process for creating and implementing this technology? (1c) How can we best design the learning experience? We …
Learning From Goa Pindul: Community Empowerment Through Sustainable Tourism Villages In Indonesia, Yudan Hermawan, Sujarwo Sujarwo, Yoyon Suryono
Learning From Goa Pindul: Community Empowerment Through Sustainable Tourism Villages In Indonesia, Yudan Hermawan, Sujarwo Sujarwo, Yoyon Suryono
The Qualitative Report
This study aims to reveal the success of community empowerment based on sustainable tourism in Goa Pindul, Indonesia. This study adopted the interpretative phenomenological analysis approach to understand the village community empowerment process phenomenon. Semi-structured interviews were conducted with nine (9) research participants from the Goa Pindul tourism village community. The findings of this study indicated that tourism-based community empowerment is started with awareness-raising through socialization and community service, followed by capacity building through various needs-based tourism management training and the formation of tourism awareness groups that are given to manage their potential and evaluate their development. This tourism-based community …
Dissecting Sauan Sibarrung's Business Plan Credit Union, Selmita Paranoan, Made Sudarma, Roekhudin Roekhudin, Noval Adib
Dissecting Sauan Sibarrung's Business Plan Credit Union, Selmita Paranoan, Made Sudarma, Roekhudin Roekhudin, Noval Adib
The Qualitative Report
This article aims to describe the accountability practiced in credit unions. This study examines formal and informal practices and underlying approaches to accountability to members. Design/methodology/approach, namely with an ethnomethodological approach, this study explores accountability of Credit Union in Indonesia, through interviews and observations with practitioners, management, government, and credit union members, as well as documentation analysis. The results of the study found that Credit Union Sauan Sibarrung prioritizes accountability to members through the actualization of the vision and mission, which is manifested concretely in the preparation of programs (business plans) in the form of mindset transformation through Education and …
‘Why It’S Important To Talk About Our Toilet Needs In The Workplace’ – Using Maslow’S Needs Theory To Shine A Light On Workers Living With Ibd In The Workplace, Hannah Vaughan, Patricia A. Jolliffe Dr
‘Why It’S Important To Talk About Our Toilet Needs In The Workplace’ – Using Maslow’S Needs Theory To Shine A Light On Workers Living With Ibd In The Workplace, Hannah Vaughan, Patricia A. Jolliffe Dr
The Qualitative Report
Inflammatory Bowel Disease (IBD) can be challenging for employees diagnosed with the illness as they experience increased absenteeism, feelings of anxiousness, and negative career impact. Moreover, workplace relationships and a lack of understanding of the condition are anxiety-provoking. Utilising Maslow’s (1943) Needs Theory, this study evaluated the effect of IBD on the working lives of individuals diagnosed with the condition and the support they received. Employees from several organisations in a range of industries engaged with this qualitative study. Semi-structured interviews were conducted with seven individuals who had received an official diagnosis of IBD and worked in paid employment for …
Simple But Effective Criteria: Rethinking Excellent Qualitative Research, Majd Megheirkouni, James Moir
Simple But Effective Criteria: Rethinking Excellent Qualitative Research, Majd Megheirkouni, James Moir
The Qualitative Report
Despite unremitting efforts to develop quality criteria of qualitative research, traditional criteria for the trustworthiness of qualitative results are still predominant in interpretive and naturalistic inquiries including Ph.D. studies. This work does not aim to replace the existing quality criteria but rather to update and simplify those criteria to include credibility, confirmability, and representativeness. The purpose of the study is to offer a review of existing criteria and strategies for qualitative research and to suggest simple criteria and strategies that will win the confidence of the academic community and augment the trustworthiness of qualitative research.
National Digital Infrastructure And India’S Healthcare Sector: Physician’S Perspectives, Rajesh Chandwani, Saneesh Edacherian, Mukesh Sud
National Digital Infrastructure And India’S Healthcare Sector: Physician’S Perspectives, Rajesh Chandwani, Saneesh Edacherian, Mukesh Sud
The Qualitative Report
Patient-centric digital infrastructure can potentially enhance the efficiency of healthcare systems. However, even in developed nations, evidence suggests low adoption rates for such infrastructure and lack of support from clinicians is considered as one of the most critical hindering factors. In this study, we examine physicians' perceptions of the proposed large-scale information technology initiative in India that aims to transform the health sector and provide universal health coverage to all residents of India. We employed the information ecology lens to understand the broader changes in the healthcare system that could result from the initiative. We use focus group discussion and …
Street Vendors Evictions And Relocations In Dar Es Salaam: Coping Strategies And Resilience Implications, Kirumirah Mubarack Hamidu Mr., Emmanuel January Munishi Dr.
Street Vendors Evictions And Relocations In Dar Es Salaam: Coping Strategies And Resilience Implications, Kirumirah Mubarack Hamidu Mr., Emmanuel January Munishi Dr.
The Qualitative Report
The existing literature on urban governance regards street vendors as passive victims of evictions and re-allocations threats, focusing largely on their inability to cope. Using the case study of the urban street vendors in Dar es Salaam, Tanzania, this paper suggests that urban street vendors are not just passive victims of evictions and re-allocations but also utilize various capabilities to cope with this threat. The paper examines evictions and re-allocations threat among urban street vendors in Dar es Salaam Tanzania, to determine the vendors’ capability to cope with the threat and recommend factors for supporting the vendors to cope more …
University Social Responsibility From The Transformative Ecofeminism Perspective, Luky Patricia Widianingsih, Iwan Triyuwono, Ali Djamhuri, Rosidi Rosidi
University Social Responsibility From The Transformative Ecofeminism Perspective, Luky Patricia Widianingsih, Iwan Triyuwono, Ali Djamhuri, Rosidi Rosidi
The Qualitative Report
This study aims to find conceptual innovations, with a focus on the scope of University Social Responsibility in the perspective of transformative ecofeminism. The basic belief that guides action in this research is the transformative worldview. The research approach is based on feminism with the data collection process carried out by observation, in-depth interviews, documentation, and FGDs. The two data research rigour strategies chosen were to maintain the credibility (internal validity) and reliability of the research data through triangulation of techniques and sources and to carefully review the documentation of research procedures/protocols and databases. The presentation of data and the …
Forensic Investigation Of Fraud In Village Government Agencies: An Ethnographic Study In Indonesian, Khairul Shaleh, Gugus Irianto, Ali Djamhuri, Noval Adib
Forensic Investigation Of Fraud In Village Government Agencies: An Ethnographic Study In Indonesian, Khairul Shaleh, Gugus Irianto, Ali Djamhuri, Noval Adib
The Qualitative Report
The utilization of the Village Fund budget has resulted in many improvements in facilities and infrastructure for rural areas. Still, we cannot deny there is a misuse of the funding in some village governments. In this study, we aimed to understand how fraud occurs in village government institutions because there is a patron-client relationship in a bureaucratic environment. This research is an ethnographic study using data collection methods in the form of field observations, documenting files that have relevance for research, and in-depth interviews with informants by applying the snowball technique to obtain informants. The field findings show that the …
Dimensions And Strategies Of Sustainable Rural Entrepreneurship Ecosystem: An Explorative-Mixed Research Study, Mehdi Zivdar, Hadi Sanaeepour
Dimensions And Strategies Of Sustainable Rural Entrepreneurship Ecosystem: An Explorative-Mixed Research Study, Mehdi Zivdar, Hadi Sanaeepour
The Qualitative Report
With regards to the concept of sustainability, the dimensions and strategies of the rural entrepreneurship ecosystem have not been identified in most of valid literature of entrepreneurship discipline yet. The aim of this study is to conceptualize dimensions and strategies of Sustainable Rural Entrepreneurship Ecosystem (SREE) phenomenon for clarifying its dimensions and proposing regarding strategies for development of SREE. This study was conducted in two stages using an explorative mixed research design. In the first step, using a qualitative design, SREE was conceptualized, and its dimensions and strategies were developed. Therefore 6 dimensions and 36 strategies were conceptualized based on …
The Early Sport And Play Experiences Of Elite New Zealand Hockey Players From Rural And Regional Communities: A Qualitative Descriptive Study, Robert J. Newport, Simon R. Walters, Sarah-Kate Millar, Geoff Dickson, Andrew Lenton
The Early Sport And Play Experiences Of Elite New Zealand Hockey Players From Rural And Regional Communities: A Qualitative Descriptive Study, Robert J. Newport, Simon R. Walters, Sarah-Kate Millar, Geoff Dickson, Andrew Lenton
The Qualitative Report
The foundation of an athlete’s development is formed through their early developmental experiences. Thus, in this study we explored the early sport and play experiences of elite New Zealand hockey players from rural and regional communities. In our examination of how smaller communities contribute to the development of New Zealand’s top athletes, this research has a particular focus on the athletes’ early sport and play experiences and the influence of people around them during their growth and development. In this qualitative descriptive study, we employed semi-structured interviews to gather data from eight current and former elite New Zealand hockey players. …
Emotional Labour In The Lifeworld Of Indian Hospitality Employees: A Phenomenological Inquiry, Sanjay Bhattacharya, Hirak Dasgupta
Emotional Labour In The Lifeworld Of Indian Hospitality Employees: A Phenomenological Inquiry, Sanjay Bhattacharya, Hirak Dasgupta
The Qualitative Report
In this study we explore the lived experience of emotional labour of ten hospitality employees and tries to get a deeper understanding of how they interpret it in their life world. In-depth interviews were conducted with the front-line employees 4,5-star hotels and high-end restaurants in the city of Pune in Western Indian state of Maharashtra. Using Interpretative Phenomenological Analysis (IPA) to analyse the data, the findings threw up some convergent as well as divergent themes about how the employees interpret the experience in their life world and how they feel about it. Emotional maneuverability, ambivalent disposition, spillover of emotions emerged …
Experimenting With Zmet: Issues And Adaptions, Tauheed Ahmad Ramjaun Dr
Experimenting With Zmet: Issues And Adaptions, Tauheed Ahmad Ramjaun Dr
The Qualitative Report
This paper is aimed at academic researchers considering the adoption of the Zaltman Metaphor Elicitation Technique (ZMET) as a qualitative data collection method. It is meant to warn about the practical difficulties and challenges that the inexperienced ZMET researcher might face on the field. It argues that while the use of ZMET can allow for a deeper exploration of issues with participants, there could be potential challenges and issues that a novice ZMET researcher could face. Several recommendations are provided on potential adaptions to the technique based on the author’s own experience.
Workplace Bullying In Healthcare: A Qualitative Analysis Of Bystander Experiences, Neill James Thompson Mr, Madeline Carter, Paul Crampton, Bryan Burford, Jan Illing, Gill Morrow
Workplace Bullying In Healthcare: A Qualitative Analysis Of Bystander Experiences, Neill James Thompson Mr, Madeline Carter, Paul Crampton, Bryan Burford, Jan Illing, Gill Morrow
The Qualitative Report
Bystander action has been proposed as a promising intervention to tackle workplace bullying, however there is a lack of in-depth qualitative research on the direct experiences of bystanders. In this paper, we developed a more comprehensive definition of bullying bystanders, and examined first person accounts from healthcare professionals who had been bystanders to workplace bullying. These perspectives highlighted factors that influence the type and the extent of support bystanders may offer to targets. Semi-structured telephone interviews were conducted with 43 healthcare professionals who were working in the UK, of which 24 had directly witnessed bullying. The data were transcribed and …
Linkedin For Searching Better Job Opportunity: Passive Jobseekers’ Perceived Experience, Md Sajjad Hosain, Ping Liu
Linkedin For Searching Better Job Opportunity: Passive Jobseekers’ Perceived Experience, Md Sajjad Hosain, Ping Liu
The Qualitative Report
LinkedIn is a famous online social networking platform for the jobholders, jobseekers and employers although their purposes vary. Passive jobseekers are those who already have jobs but are searching for better alternatives. In this paper, we tried to identify the passive jobseekers’ perceived experience towards LinkedIn as a job searching platform. We used Focused Group Discussion (FGD) method to unmask the perception of 150 respondents from Bangladesh and India who use LinkedIn as professional social networking site frequently. After summarizing the FGD results, it was revealed that LinkedIn is the most preferred source of job search tool among the passive …
Using Event Diaries And In-Depth Interviews For Understanding Shared Understanding In Headquarters-Subsidiary Cooperation, Fanny Seus, Marion A. Weissenberger-Eibl
Using Event Diaries And In-Depth Interviews For Understanding Shared Understanding In Headquarters-Subsidiary Cooperation, Fanny Seus, Marion A. Weissenberger-Eibl
The Qualitative Report
The paper describes the application of a qualitative diary method combined with in-depth interviews in the context of headquarters-subsidiary cooperation. We examine the distinct requirements of studying shared understanding in the case of distributed teams and argue that further research is necessary in order to explain inter-team conflicts arising from incongruent understandings and divergent expectations. Building on this research gap, we perform a case study in the headquarters of a multinational technology company and one of its subsidiaries. With the help of Event Sampling Methodology (ESM) and in-depth interviews, we were able to identify, analyze and comprehend situations characterized by …
Strategies Used By Military Spouse Small Businesses During A Military Relocation, Sandra D. Heredia, Patricia Fusch
Strategies Used By Military Spouse Small Businesses During A Military Relocation, Sandra D. Heredia, Patricia Fusch
The Qualitative Report
There are over 615,000 women military spouses and 1,786 known military spouse business owners who relocate every 2 to 3 years to follow their active duty spouse. The research problem addressed was the lack of strategies military spouse small business owners used to sustain their business during a mandatory military relocation. The purpose of this multiple case study was to explore the strategies 5 women military spouse small business owners, located at military installations in the Midlands and Pee Dee regions of South Carolina, used to sustain their businesses during a relocation. The sampling method used was census sampling. The …
A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson
A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson
The Qualitative Report
This study focuses on the military experience and motivation to become a franchise business owner. Previous research indicated franchisees who were military veterans had a significantly higher level of job satisfaction in owning and operating a franchise compared to franchisees with no military background.This study attempts to provide answers to important research questions like how and why military experience influences satisfaction in owning a franchise.Seven franchise business owners who served in the military participated in this qualitative study using a process of surveying, coding, and thematizing to answer this research inquiry. The findings of this follow-on study indicated veterans had …
“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende
“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende
The Qualitative Report
Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that …
Application Of Rigour And Credibility In Qualitative Document Analysis: Lessons Learnt From A Case Study, Leanne M. Wood, Bernadette Sebar, Nerina Vecchio
Application Of Rigour And Credibility In Qualitative Document Analysis: Lessons Learnt From A Case Study, Leanne M. Wood, Bernadette Sebar, Nerina Vecchio
The Qualitative Report
This paper probes functions and processes of qualitative document analysis (QDA), a method widely used in case study research. It firstly demonstrates the application of a QDA framework to inform a case study of women entrepreneurs in rural Australia; and provides insights into the lessons learnt, including strengths and limitations of QDA. Secondly, the paper provides guidelines for novice researchers seeking to use thematic analysis in a QDA process, arguing for rigour in naming assumptions and explicitness about the procedures employed. The paper contributes to discussion in the literature that positions QDA not only as a convenient tool, but as …
Factors Behind Dissuasion To Green Products Among Young Consumers: A Qualitative Study, Anitha Acharya Dr.
Factors Behind Dissuasion To Green Products Among Young Consumers: A Qualitative Study, Anitha Acharya Dr.
The Qualitative Report
The current estimated market share for green consumption is less than five percent worldwide, therefore it is very important to understand the factors that stimulate non green consumption among young consumers since this can promote environmental thinking at an early age and also to increase the demand for green products. In these circumstances, emerging countries like India have contributed very less to the consumption of green products and environmental effects. India is among the fastest growing economies in the world. With the increase in population as well as in disposable income, India is expected to see a growth in green …
The Capstone Journey: Exploring Design, Delivery And Evaluation In An Undergraduate Management Discipline Context, Heather Stewart Dr, Luke Houghton, Clare Burns
The Capstone Journey: Exploring Design, Delivery And Evaluation In An Undergraduate Management Discipline Context, Heather Stewart Dr, Luke Houghton, Clare Burns
The Qualitative Report
The focus of this paper is the development of a capstone management course and the application of educational action research through continual learning. In this article, we use the continual learning frame of plan, do, study, and act to underpin an educational action research design on the development of a capstone management course. As part of an Active Learning Trial, the development of the capstone experience has been captured in the embodiment of that experience. Our aim is to guide other academics in developing their own capstone course, particularly, within management with extension into other disciplines. Through continual improvement, we …
Tribal Gaming Leader Strategies Toward A Sustainable Future, Janie A. Hall, Patricia I. Fusch, Janet M. Booker
Tribal Gaming Leader Strategies Toward A Sustainable Future, Janie A. Hall, Patricia I. Fusch, Janet M. Booker
The Qualitative Report
One aspect of leadership strategy is the need to account for the core values of the organization.The purpose of this case study was to explore the tribal gaming leader strategies used toward sustainability, an action that leads to tribal economic development and stability. The conceptual framework of situational leadership theory was used to guide the scope and analysis of this study. Six tribal gaming leaders from Oklahoma participated in a focus group session; 7 additional tribal gaming leaders from the same gaming organization participated in individual interview sessions. Member checking was used to strengthen the credibility and trustworthiness of the …
Overcoming Barriers To Implementing Electronic Health Records In Rural Primary Care Clinics, Patricia Mason, Roger Mayer, Wen-Wen Chien, Judith P. Monestime
Overcoming Barriers To Implementing Electronic Health Records In Rural Primary Care Clinics, Patricia Mason, Roger Mayer, Wen-Wen Chien, Judith P. Monestime
The Qualitative Report
Medicare-eligible physicians at primary care practices (PCP) that did not implement an electronic health record (EHR) system by the end of 2015 face stiff penalties. One year prior to the 2015 deadline, approximately half of all primary clinics have not implemented a basic EHR system. The purpose of this phenomenology study was to explore rural primary care physicians and physician assistants’ experiences regarding overcoming barriers to implementing EHRs. Complex adaptive systems formed the conceptual framework for this study. Data were collected through face-to-face interviews with a purposeful sample of 21 physicians and physician assistants across 2 rural PCPs in the …
Urban Informal Economy In Bangladesh: A Case Study On Mobile Vegetable Vendor In Dhaka City, Md Sanaul Haque Mondal
Urban Informal Economy In Bangladesh: A Case Study On Mobile Vegetable Vendor In Dhaka City, Md Sanaul Haque Mondal
The Qualitative Report
The informal economic sector is very important for the economy of any developing country. As a developing country, informal economy plays a significant role to Bangladesh’s labor market. But this sector is still undernourished. This research was conducted to understand the contribution of the urban informal sector at a micro scale. This paper aimed at revealing the contribution of vegetable selling to improve socioeconomic status of vegetable vendors and the obstacles they face to run their business. Research data was collected through in-depth interviews with vegetable vendors who engaged in vegetable selling by rickshaw vans in Dhaka city. Results from …
Qualitative Marketing Research: The State Of Journal Publications, Maria Petrescu, Brianna Lauer
Qualitative Marketing Research: The State Of Journal Publications, Maria Petrescu, Brianna Lauer
The Qualitative Report
Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with …