research methodologies have been developed in order to help academic researchers to respond to the needs of their research projects: qualitative and quantitative research methods. Researchers have to choose among the above research methods when a specific research project needs to be planned and executed; often, a combination of qualitative and quantitative research takes place in order to meet all requirements of such project; in any case, research ethics have a crucial role; other issues like the resources available, the level of success of a specific research method, the availability of sample/ tools, the access to the research tools (e.g. databases) and so on are also likely to influence the decision of researchers in regard to a particular research method. Current paper focuses on the examination of the potential use of qualitative and quantitative research methods for developing academic business and management research. It is proved that in the particular field the common principles of academic research need to be used; moreover, it is also implied that a combination of qualitative and quantitative methods can take place in the context of a specific business research project.
In order to understand the potential use of qualitative and quantitative research methods in business research it would be necessary to identify the characteristics of the above research methods; at the next level it would be necessary to explore the potential forms of these methods – as these forms could be used for the development of academic business research.
The distinction between qualitative and quantitative research has been an issue extensively examined by theorists working in the specific scientific field. Regarding this issue, Cassell and Symon (2004: 1993) noted that there is no pure qualitative research – rather a qualitative research method having the role of an alternative to the quantitative research methodology would be accepted.
Often, qualitative research is