The role of qualitative methods in production management research

This paper examines previous approaches to the identification and measurement of strategies flexibility and concludes that the use of quantitative methods alone cannot capture the essence of such a complex and intangible subject. It is reasoned that a holistic approach to research design should be adopted when carrying out particular categories of production management research. A research design used to investigate the concept of strategic flexibility in manufacturing industry is briefly outlined as an illustration. The role of the case study within this and the contribution it was able to make to the investigation is described.