CoChat
Sign Up
Cited by 986Qualitative Research Methods and ApplicationsQualitative Research Methods and EthicsBusiness Strategies and Management Research

The DOI matches its Crossref record; 64 of the 67 references it cites were found in a registry or an index.

What Is Qualitative Research? An Overview and Guidelines

Open access
Lim, Weng Marc·2025·Australasian Marketing Journal
DOI 10.1177/14413582241264619
Open this paper in CoChat — free account

Abstract

This guide explains the focus, rigor, and relevance of qualitative research, highlighting its role in dissecting complex social phenomena and providing in-depth, human-centered insights. The guide also examines the rationale for employing qualitative methods, underscoring their critical importance. An exploration of the methodology’s strengths, such as its ability to offer contextual depth and holistic perspectives, is juxtaposed against challenges like constrained generalizability and potential researcher bias, accompanied by practical mitigation strategies. Covering a spectrum of qualitative approaches, including grounded theory, phenomenology, ethnography, action research, and general inquiry, the guide sheds light on diverse data collection and analysis techniques. Noteworthily, the guide underscores the crucial aspect of trustworthiness in qualitative research, detailing methods to establish credibility, dependability, confirmability, and transferability. The integration of technologies like recording and transcribing tools with data analysis software and the growing influence of artificial intelligence, machine learning, and deep learning are also explored. Concluding with a discussion on ethical considerations, from participant recruitment to data stewardship, this guide serves as an essential resource that offers insightful, actionable guidance for conducting effective and impactful qualitative research.

Overview

Integrity signals

Registry

Crossref · 10.1177/14413582241264619

Cites

64 of 64 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Verification

Claims the paper makes

We couldn’t retrieve this paper’s full text, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Citations

Cites

Research works printed but not linked: 7

  1. Glaser B. G. (1992). Basics of grounded theory analysis. Sociology Press.
  2. Guba E. G., Lincoln Y. S. (1981). Effective evaluation. Jossey-Bass.
  3. Heidegger M. (1927). Being and time. Harper & Row.
  4. 10.4135/9781036233846 · DOI
  5. Mead M. (1928). Coming of age in Samoa. Morrow.
  6. Sutrisna M. (2009). Research methodology in doctoral research: Understanding the meaning of conducting qualitative research [Conference session]. Association of Researchers in Construction Management (ARCOM) Doctoral Workshop (pp. 48–57). Association of Researchers in Construction Management.
  7. Whyte W. H.Jr. (1952). Groupthink. Fortune.

Cited by

Sorted by citations

See all 986

Related

See all

Metadata

Authors
Lim, W. M.
Affiliations
Swinburne University of Technology (AU)
Corresponding author
Lim, Weng Marc
ORCID
Lim, Weng Marc
Venue
Australasian Marketing Journal
Publisher
SAGE Publications
Published
2024-07-25
Volume
33
Issue
2
Pages
199-229
ISSN
  • 1441-3582 (ISSN-L)
  • 1839-3349
DOI
10.1177/14413582241264619
OpenAlex
W4401036688
Cited by
985
References
67
Citations by year
2026: 553 · 2025: 392 · 2024: 40
FWCI
1234.85
Type
journal article
Language
en
Open access
Licence
Locations
Australasian Marketing Journal (AMJ) (publishedVersion, cc-by)
Topics
  • Social Sciences › Education › Qualitative Research Methods and Applications
  • Social Sciences › Sociology and Political Science › Qualitative Research Methods and Ethics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Management Research
Keywords
qualitative research, grounded theory, phenomenology, ethnography, action research, trustworthiness, credibility, researcher bias, generalizability, data collection, data analysis, artificial intelligence in qualitative research, research ethics, data stewardship

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review