Almost all business situations are both complex a unique and are a function of a particular set of circumstances and individuals in which multiple realities exist that cannot be reduced to the sum of its parts (Saunders, Lewis and Thornhill 2012). That being the case how do qualitative methods enhance our understanding?
Saunders M, Lewis P, Thornhill A (2012) Research methods for business students (6th ed), London, FT Prentice Hall