On October 29, 2024, in meeting room B103, the Faculty of Business Administration organized a journal club session entitled “Beyond The Numbers - The Importance of Qualitative Research,” featuring Professor Perry Hobson from Breda University (The Netherlands). Professor Perry is one of the Faculty's adjunct professors who also holds other esteemed position in the industry as well as high ranked journal.
The event was attended by Associate Professor Dr. Pham Thi Minh Ly, Dean of the Faculty and faculty members. Professor Perry Hobson shared insights into the importance and significance of qualitative research in advancing scientific research in the field of hospitality management. Additionally, he emphasized the importance of exploring context and uncovering the deeper meanings behind numbers, as well as the authenticity of survey responses.
A highlight of the session was Professor Perry Hobson's introduction of methodologies aimed at helping faculty members understand how to use qualitative research to expand on their current research findings. He also emphasized the strengths and weaknesses of qualitative research in comparison to quantitative research and clarified the role of research in addressing specific management issues that businesses face. From this perspective, he underscored that combining qualitative and quantitative research should be based on research objectives to address problems more profoundly and comprehensively.
