Work with vignettes in qualitative studies: analysis of their use in business management research

The use of vignettes in research has been examined through various theoretical lenses, referring mainly to their use in the study of perceptions, beliefs and attitudes. The vignettes initially were used in quantitative studies but, increasingly, have established themselves as an alternative to be considered in qualitative approaches. This study aims to investigate the theoretical and methodological implications of this technique in qualitative research in social sciences. Firstly, we determine the implications of the use of vignettes in qualitative research and propose a new approach to the vignette-use decision trail described by Wilson and While (1998); secondly, we analyse the application of the technique in a published work from the area of business management.