ABSTRACT
This chapter explains the selection of phenomenography as the most appropriate research method to investigate the phenomenon of professionalism as it is experienced by certified financial planner (CFP) professionals. It presents the difference between phenomenography and phenomenology and outlines the major elements of phenomenographic research including conception, experience and structure of awareness. It then explains the results of phenomenographic studies including categories of description and outcome space. The chapter discusses variation theory as it relates to the 'new' phenomenography and its relevance to the phenomenographic approach taken in the study. It discusses phenomenography as a research method and justifies its application as the most appropriate qualitative approach for this study. Qualitative methods are highly appropriate for questions where pre-emptive lessening of the data will prevent discovery. The researcher needs methods which will allow for discovery and for the analysis of the complex nature of actual experience and individual's interpretation of this experience.
