Jervis Whiteley

The familiarization study in qualitative research: from theory to practice

This paper seeks to bridge a perceived gap in the literature on the methodology of qualitative research. The audience in mind is business and management students who are required to carry out field research as a part of their masters or doctoral degrees. After submitting a research proposal or candidacy, which sets out the research strategy in broad terms, students are characteristically faced with field work involving the collection of data from participants or respondents. Whatever thought and planning has been given to interviewing and questionnaires in theory, it is a necessity in qualitative research to adapt to the situation on the ground which is unique for every research.