Digital Business Research Methods

In an era defined by rapid technological disruption, global interconnectedness, and unprecedented data availability, the landscape of business research has fundamentally transformed. Digital Business Research Methods is a comprehensive textbook purposefully designed to equip the next generation of scholars, analysts, and practitioners with the critical skills required to navigate and master this dynamic environment. This text bridges the gap between established academic foundations and the frontier of modern inquiry. It seamlessly blends time-honoured research methodologies with innovative, contemporary techniques. Readers are guided through advanced qualitative frameworks—such as hybrid ethnography, netnography, thematic analysis, and grounded theory—alongside robust quantitative and big-data methodologies. By integrating these approaches, the text empowers students to select and apply the most effective tools for complex, multidimensional business problems. With a focus on global inclusivity and ethical integrity, it addresses the challenges of conducting research in a digital and global environment. It explores topics such as AI, research ethics, bias, and mixed-method research. Each chapter includes learning objectives, reflective questions and practical exercises to enhance student engagement and understanding. Global case studies are used throughout to provide an understanding of how to apply research techniques in real-world business contexts. Digital Business Research Methods is an essential resource for undergraduate students across the spectrum of disciplines, including management, marketing, business administration, economics, and accounting. The text is backed by a robust suite of online support materials.