How can researchers increase the confidence business decision makers have in qualitative data?
There are several actions that improve the trustworthiness of qualitative data. These include using literature searches, justifying the methods chosen, using a natural setting, choosing sample participants for relevance to the breadth of the issue, developing and including questions that reveal the exceptions to a rule or theory, carefully structuring the data analysis, comparing data across multiple sources and different contexts, and conducting peer-researcher debriefing on results.