You consult for Fortune Globule 500 companies and serve as a project lead for qualitative studies. A CEO of one of your client companies strongly prefers quantitative over qualitative methodology. In one of the meetings, you overheard him make a remark to another executive about the lack of trustworthiness of qualitative data sources and results. You are tasked with presenting to this CEO a research proposal to conduct a qualitative descriptive study. Expert panel review and field testing are two strategies you will use to build trustworthiness into your qualitative study. What are the key strengths and weaknesses you should highlight for the CEO? What other strategies might you highlight for the CEO when presenting a rationale for conducting the research as a qualitative descriptive study? Explain.
