Innovative Research Methodology

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Author(s): Ziska Fields (University of KwaZulu-Natal, South Africa)
Copyright: 2015
Pages: 13
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK)and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch004

Keywords: Business Science Reference / Library & Information Science / Marketing and Consumer Behavior / Research Methods

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Abstract

The knowledge economy requires that social science researchers start questioning the type of knowledge they are producing and the type of methods they are using to produce this knowledge. This chapter explains how the knowledge economy is linked to creativity, innovation, and qualitative research. This chapter aims specifically to highlight the need and importance of innovative research methodologies in a knowledge economy. Emerging innovative qualitative research methodologies in social sciences are briefly identified, and arguments for and against methodological innovation are explored. The stages of creativity and phases of innovation are highlighted in a research environment to show social science researchers that innovative research methodologies can be generated and that barriers to creativity and innovation can be overcome using various techniques. After reading this chapter, the reader will be able to apply creativity and innovation to identify new and novel ways of undertaking qualitative research, as well as being able to integrate innovate methodologies with existing methodologies.

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