Abstract
This chapter focuses on the notion of visual qualitative research, which involves the use of photographs, video recordings, digital images, and visual arts-based methods. The visual turn in social science and business research acknowledges the meaning-making role of the visual. Visual methods can also be used in quantitative research, such as when photographs are sometimes used as prompts in structured interviewing. The chapter notes the use of visual methods in inductive, constructionist, and interpretive research, while also considering grounded visual pattern analysis (GVPA), semiotic and multimodal analysis to refer to its systematic methods on the communication and construction of visual meaning. Meanwhile, visual ethnography refers to ethnographic research where visual materials feature prominently in the setting and the researchers' analysis.
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