This paper discusses the potential of qualitative research in providing insights into the domain of information systems through a brief overview of some recent examples: action research to understand information systems development at a bank; hermeneutics to understand the purchasing behaviour of individuals using the Internet; conversation analysis to understand aspects of IS offshoring for a pharmaceutical company; and case study research to identify local workaround strategies in a global ERP project.
AVISON, D. and MALAURENT, J. (2011). The Potential of Qualitative Research: Four Approaches Shedding Light on IS Practice. In: AIM 2011. Association for Information Management (AIM).