Survey of Qualitative Research Methodology in Strategy Research and Implication for Indian Researchers

Abstract

The purpose of this article is to review the acceptance and popularity of qualitative research designs in contrast to quantitative research designs in strategic management domain. The researchers also make a case for accommodating more qualitative research methods in strategic management research and identify the areas where qualitative research methods would be highly useful. In terms of research design for this survey, all peer-reviewed academic papers published in top three journals of strategic and general management ( Strategic Management Journal, Academy of Management Journal and Administrative Science Quarterly) and published between 2007 and 2012 were covered for this survey. Those papers that have used qualitative methods are selected for further detailed analysis. The finding suggests that, in terms of actual number of published articles, the qualitative methodology is far behind dominant quantitative methodology. Out of 847 empirical research articles published in the above three journals, only 9 per cent used qualitative research design, while 7 per cent used mixed method, but overwhelming 84 per cent uses quantitative research designs. There is variation among the three journals surveyed on their approach towards qualitative articles, while Administrative Science Quarterly and Academy of Management Journal provided more coverage for qualitative research articles; 14 per cent of total empirical research articles are qualitative. Strategic Management Journal has published least in terms of percentage; only 4 per cent of total empirical research articles are qualitative. Within qualitative methodology, case study is found to be most popular method among the researchers across all the three journals. In terms of paradigm, though interpretive paradigm is used for 75 per cent of the research design, positivist paradigm is used for half of the case study-based research design.