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 accessAbstract
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.
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“Drawing on current literature and recent case studies from academic libraries, this article demonstrates that qualitative assessment, though sometimes perceived as time-and labor-intensive, can be feasibly integrated into existing workflows, even with limited resources.”
From Beyond Numbers (2025) · cites this paper as Lim, 2025
In the citing paper
“Qualitative methods are especially advantageous under such conditions because they are adaptable, low-cost, and scalable (Kohler, 2024;Lim, 2025).”
From Beyond Numbers (2025) · cites this paper as Lim, 2025
In the citing paper
“This study adopted a qualitative research design, which is appropriate for exploring meanings, expectations, and interpretations rather than measuring frequencies or testing hypotheses (Lim, 2024).”
From Use of artificial intelligence tools in the publishing process: expectations from publishers through author guidelines (2026) · cites this paper as Lim, 2024
Citations
Cites
Using thematic analysis in psychology
Braun, V., & Clarke, V. (2006) · Qualitative Research in Psychology · doi:10.1191/1478088706qp063oa · Cited by 194,414
Wagner, H. R., Glaser, B. G., & Strauss, A. L. (1968) · Social Forces · doi:10.2307/2575405 · Cited by 46,525
Lincoln, Y. S., Guba, E. G., & Pilotta, J. J. (1985) · International Journal of Intercultural Relations · doi:10.1016/0147-1767(85)90062-8 · Cited by 45,787
Case Study Research: Design and Methods
Chaiklin, H. (1991) · The Journal of Nervous and Mental Disease · doi:10.1097/00005053-199102000-00025 · Cited by 39,639
The Discovery of Grounded Theory; Strategies for Qualitative Research
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968) · Nursing Research · doi:10.1097/00006199-196807000-00014 · Cited by 39,449
Basics of Qualitative Research: Grounded Theory Procedures and Techniques
Long, D. R., Strauss, A., & Corbin, J. M. (1993) · Modern Language Journal · doi:10.2307/328955 · Cited by 17,625
Taylor, K. M. G., Nettleton, S., & Harding, G. (2010) · Taylor & Francis eBooks · doi:10.4324/9780203381175_chapter_9 · Cited by 14,642
(2025) · doi:10.53555/acr.v2i2 · Cited by 13,486
Qualitative Analysis for Social Scientists
Strauss, A. L. (1987) · doi:10.1017/cbo9780511557842 · Cited by 12,277
Dewey, J. (1910) · D C Heath eBooks · doi:10.1037/10903-000 · Cited by 9,538
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- Guba E. G., Lincoln Y. S. (1981). Effective evaluation. Jossey-Bass.
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- 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.
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Sorted by citations
Generative artificial intelligence (GenAI) revolution: A deep dive into GenAI adoption
Kumar, A., Shankar, A., Hollebeek, L. D., Behl, A., & Lim, W. M. (2025) · Journal of Business Research · doi:10.1016/j.jbusres.2024.115160 · Cited by 190
Self-citationSystematic Literature Reviews: Reflections, Recommendations, and Robustness Check
Lim, W. M. (2025) · Journal of Consumer Behaviour · doi:10.1002/cb.2479 · Cited by 76
Self-citationA Guide to a Mixed-Methods Approach to Healthcare Research
Rana, K., & Chimoriya, R. (2025) · Encyclopedia · doi:10.3390/encyclopedia5020051 · Cited by 67
Sample Size in Qualitative Research: Moving from Data Saturation to Theoretical Saturation
Lim, W. M. (2025) · Journal of Global Marketing · doi:10.1080/08911762.2025.2590757 · Cited by 84
Self-citation
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
- 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
- hybrid
- doi.org
- 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
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