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H W Yeung’s Qualitative Personal Interviews in International Business Research published in International Business Review in 1995 is a very interesting article about transnational corporations of Hong Kong-based on qualitative study cases. On a personal note, this article is extremely significant because it evaluates the logical conclusions on qualitative research principles dealing with international business.
This article is most significant as a study because it establishes the details of qualitative methods that I feel are the most logical method at least in the parameters of the business evaluation and analysis. Quite logically, Yeung argues that the Qualitative method of study differs from the usual quantitative methods (used in the study of pure sciences) in the sense that it tends to be far more subjective. This is in sharp contrast to the methods used in pure sciences which are exclusively objective. The research methods for marketing are a combination of either quantitative and qualitative methods or the mixed method.
An example of such a method is the Intelligence Quotient (or IQ) test, which helps us quantify a certain non-specific capacity or quality of an individual. Being open to qualitative methods of study also allows social scientists to incorporate non-quantitative data (i.e. non-numerical data, such as words, images, gestures, impressions, etc.) in their study.
Qualitative research is a process that includes an interpretative paradigm under the measures of theoretical assumptions and the entire approach is based on sustainability that is dependent on people’s experience in terms of communication. It can also be mentioned that the total approach is based on the fact that reality is created on social formulations. It can also be mentioned that the basic target of qualitative research is instrumented towards social context under normal circumstances where it would be possible to interpret, decode and describe the significances of a phenomenon.
The entire process is operational under the parameter of interpretative paradigm that can minimize illusion and share subjectivity under contextualization, authenticity, and complexity of the investigation. Thus using a quantitative design would always provide a different result and in this case, a different result was always on the card.
In this context, it would be relevant to mention that one of the primary ways in which financial and social science is defined is in terms of its difference from the so-called ‘pure sciences such as physics, chemistry, biology, etc. Its use of theory and methodology is closely related to this distinction. Social and financial scientists often emphasize what too many of us are utterly obvious, that there is no certainty in the study of social sciences. Considering this element of transience social scientists have to use not just quantitative but also qualitative methods of study. Since human beings tend to operate in terms of such data and not in terms of the terminology used in ordinary sciences this broader outlook is far more applicable in the study of social sciences. (Yeung, 1995)
Thus from the article, it is clear that the basic advantages of qualitative measures are multi-fold. Firstly, it presents a completely realistic approach that the statistical analysis and numerical data used in research based on quantitative research cannot provide. Another advantage of qualitative measures is that it is more flexible in terms of collected information interpretation, subsequent analysis, and data collection. It also presents a holistic point of view of the investigation. Furthermore, this approach of research allows the subjects to be comfortable thus be more accurate as research is carried on by the subject’s terms. These insights are extremely important for students and researchers of international business and this article is an essential guide for them.
References
Yeung, HW; 1995; Qualitative Personal Interviews in International Business Research; International Business Review; Vol. 4, No. 3, pp 313-399; Elsevier Science Ltd. Web.
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