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Qualitative Research in Business Communication: A Review and Analysis

Communication researchers, concerned with gathering complete, valid, and reproducible results, are being encouraged to use a group of qualitative research methods for studying business communication. The question that intuitively arises, then, is whether qualitative methods are increasingly utilized in pub lished business communication research. This paper addresses the call for qualitative research in business communication, describes qualitative research methods with examples of business communication articles in which qualitative and qualitative/quantitative methods were used effectively, and presents an analysis of research methods used in articles published in three business com munication journals during the last four years. The paper concludes with recommendations for business communication research.