To study the phenomena related to organization and management problems, researcher chooses a method for research. In the recent decades, quantitative approach has dominated research in management. But, there is no doubt that all phenomena related to organization and management, especially those which involved human behavior, cannot be objectively observed. Also, the manipulation of unwanted variables involving in these phenomena is a difficult task. Therefore, researchers have resorted to qualitative research. This article seeks to explain the importance of qualitative research in organizational and managerial problems. However, it also reviews the main features of other methods of research
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