Case studies involve researchers putting together stories about how situations and problems are handled in past experiences. An example of a case study could be the story of how one company successfully commercialized a new product. By gathering a number of experiences, a researcher may be able to detect a common trend for success or failure. Case studies are also commonly used as education tools, because they give students an opportunity to apply theories to real-life situations faced by managers.
Like case studies, another form of qualitative research would be focus groups. The practice involves putting together a small group of people who have first-hand knowledge about the information you are gathering. The researcher then interviews the members of the group together and gathers information from the responses. To illustrate, MBA researchers might put together a panel of CEOs and ask them to discuss their respective company's credit policies. Soliciting opinions from each member, you'd be able to establish several best practices.
Interviews are an excellent research method, because they can produce both quantitative and qualitative information, so long as questioning is conducted in a way that produces accurate statistical sampling. An interview involves a researcher asking individual subjects with first-hand information questions pertaining to the information you are gathering. Once interviews are complete, answers across subjects can be analyzed. For example, MBA researchers frequently interview consumers to determine market demand for new potential products.
Questionnaires and surveys are tools used by MBA researchers when no data is already available for use. The two are essentially the same method, except questionnaires are in written form and surveys are verbal. The purpose of these methods is to provide the researcher with quantitative, statistically significant data that can later be analyzed. However, it does take considerable amount of time to accomplish and may not be feasible approach for most MBAs.
While listening and questioning may not be formal methods of gaining valuable information, they are essential tools for any MBA conducting research. Improperly applied, you will not gain the vital information you are seeking. Instead, poor listening or questioning skills can lead to biased findings that will hinder your research. MBAs should practice and prepare execution of methodology prior to meeting with research subjects.