This paper discusses the application of qualitative theory in finance research. Six qualitative theoretical orientations are presented to demonstrate a range of philosophical perspectives which a researcher may consider when conducting qualitative inquiry. Finance examples are provided for applied ethnography, content analysis, social constructivism, grounded theory, systems theory, and critical change theory. By aligning and bringing theory into practice, researchers engaged in qualitative inquiry may investigate specific social actions so as to make credible sense of complex circumstances.
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