ABSTRACT
The market sensing methods presented in this book follow a qualitative framework to research. This chapter considers qualitative research as a methodology for studies at undergraduate, postgraduate and PhD levels. It will discuss and critically examine those issues of context, philosophy, approach and strategy necessary for evaluating and justifying a methodology for a research-based study (including writing a research methodology chapter to support an independent study thesis) and in preparing to undertake research of a high academic standard. This chapter largely focuses on understanding the theoretical concepts and foundations on which qualitative methodology is based, whilst discussions of the practical implications of process are contained in subsequent chapters. Chapter 2 will examine issues of planning and data collection, and Chapter 3 those of qualitative data analysis and presentation.
