GBI Seminar Series - The Backstage of Qualitative Research: From ethnographic fieldwork to publication(s)

Join us for another GBI Seminar Series webinar which is organised by the Global Business Innovation ECP and the Graduate School of Business and Law. The webinar is open for all interested RMIT staff and HDR students. You will hear expert experiences on how ethnographic fieldwork happens in the trenches and key insights that can help you to manage this rich yet elusive research process.

Your qualitative research is looking good. You selected an excellent topic research, and you are going to use qualitative methods. As you read papers on qualitative methods, you find that most guidelines describe a linear process that looks a little bit like this: select a topic, conduct fieldwork, analyse, and publish. However, after some reflection, you start to ask questions about how this process works – exactly. Does the fieldwork emerge from the topic? Once that the fieldwork is complete, is it self-evident how to analyse it? And, once that you start writing the paper, your peers keep asking for your contribution. So, how to identify the research contribution? The answer, unfortunately, is that the qualitative research process is hardly ever linear.

In this research seminar, the speaker will share his personal experience publishing ethnographic and qualitative research in A and A* journals (ABDC, 2019). The focus is less about the subject matter, and more about the publishing experience – how is it that we managed to get the ethnographies published. The purpose is to lift the veil of the backstage of qualitative research. While Carlos A.Diaz Ruiz' experience is in the fields of marketing and consumer research, this seminar can be useful for researchers in business, social sciences, and humanities (although several disciplinary differences exist). After the seminar, you will glimpse into the qualitative research process, so that you know what to expect in your own research journey.


Carlos A.Diaz Ruiz

Carlos A.Diaz Ruiz is a lecturer of marketing at the Graduate School of Management, University of Auckland. His research focuses on consumption trends, market shaping, and representational market practices. His recent publications involve the use of Assemblage Theory to conceptualise ephemerality in consumer tribes, luxury marketing, and market practices. His work has been published in leading journals such as Marketing Theory, European Journal of Marketing, Industrial Marketing Management, and Journal of Business Research.


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