Theoretical underpinnings for market sensing -- Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom -- The qualitative research process part one : strategy, planning, and data collection / David Longbottom -- The qualitative research process...

PurposeThis paper presents empirical evidence that focuses on the use of covert participant observation as a method of data collection and considers the ethical nature of this method as a means to create knowledge that leads to direct management action. This ethical debate centres on issues such...