SINGULARITY OF QUALITATIVE RESEARCH: FROM COLLECTING INFORMATION TO PRODUCING RESULTS

Abstract

It is generally accepted that the choice between a qualitative and a quantitative approach appears to be dictated by the criteria of effectiveness regarding the orientation of the research (to create or to test). The main objective of qualitative research is to create a methodology for approaching, understanding, analysing and explaining management phenomena at a social or company level. The objective of this contribution is to present a reflection aiming at understanding qualitative research according to the dual perspectives of final aims and means used.