oa Kwalitatief onderzoek in het businessdomein: een deductieve aanpak verdient vaak de voorkeur

This position paper discusses deductive versus inductive analysis approaches to qualitative research in the business domain. It is argued that generally a deductive approach is to be preferred, because in a deductive approach use can be made of all prior academic knowledge, which is often substantial. As a consequence, outcome-based recommendations may be of higher quality to the client, and be of more practical use.