Qualitative Research in Business and Management

This accessible, comprehensive yet remarkably concise textbook is designed to help students and researchers in business and management with their research project. It covers key qualitative research methods, data collection techniques and explores how to analyse qualitative data, before providing invaluable advice on how to write up your research and get published. Now in its fourth edition, Qualitative Research in Business and Management has been updated to reflect the growing popularity of online research and secondary data collection, with new content on AI, the digitalization of qualitative research and virtual fieldwork. Michael D. Myers is Professor of Information Systems in the Department of Information Systems and Operations Management at the University of Auckland Business School, Auckland, New Zealand.