Qualitative Methods in Management Research.

Key Points

• The aim is to explore how qualitative methods can improve management research and consultancy practices.
• Used a case study approach to investigate various qualitative research roles.
• Analyzed the quality of academic research and its application in management consultancy.
• Applied an action science paradigm to assess the outcomes of qualitative research.
• Demonstrated that qualitative research enhances understanding in management contexts.
• Revealed the importance of preunderstanding roles in shaping research outcomes.
• Indicated improved overall research quality through qualitative methods.