The Electronic Journal of Business Research Methods provides perspectives on topics relevant to research in the field of business and management
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Journal Issue
Volume 15 Issue 2 / Oct 2017  pp57‑141

Editor: Ann Brown

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Editorial for EJBRM Volume 15 Issue 2  pp57‑58

Ann Brown

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Theoretical Data Collection and Data Analysis with Gerunds in a Constructivist Grounded Theory Study  pp59‑73

Teresa Carmichael, Natalie Cunningham

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Towards a More Holistic Understanding of Whole Organizational Networks: Anthropological Approaches in Evolving Markets  pp74‑84

Nicola Mountford, Threase Kessie

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Using Insider Action Research in the Study of Digital Entrepreneurial Processes: A Pragmatic Design Choice  pp85‑98

Kisito Futonge Nzembayie

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Psychogeography – Providing a Lens on Corporate Culture and its Potential Impact on Career Success: A Novel and Efficient Approach  pp99‑108

Dorothy Wardale, Linley Lord

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Guidelines for Researchers Using an Adapted Consensual Qualitative Research Approach in Management Research  pp109‑119

A van den Berg, M Struwig

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Delphi Method Variants in Information Systems Research: Taxonomy Development and Application  pp120‑133

Artur Strasser

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Alchemy Methodology ‑ Applying the Arts to Research  pp134‑141

Jocene Vallack

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The difference between art and research is that, whereas art can speak for itself, research must be explained. Unlike research, art invites open interpretation from the viewers, without any need to justify or explicate its existence or the artist’s intentions. Research however, by its very nature, is a cognitive and rational product – at least in its final stages. The appreciation of postmodern perspectives in academia has given rise to methodologies for first‑person inquiries and arts‑based methods. Arts methods may provide the researcher with great insights into a research question, however the inquiry needs to be situated in a rational and philosophically aligned research framework. In this paper I present Alchemy Methodology as a theoretical framework for such research. It has been developed as an application of the pure phenomenology of Edmund Husserl, and it uses arts practice and subjective insights to inform and transform this data into universal, phenomenological insights. Alchemy Methodology is based on three principles: • that the unconscious mind is far superior to logic and cognition when it comes to navigating the complex research question, but ... • that the unconscious can only speak through images and metaphor, which ultimately must be translated through rational thought and language • that the arts‑based methods embedded in Alchemy Inquiry, can take the researcher from the most subjective reflections to the most intersubjective, universal outcomes This paper shows how the researcher can use arts practice to inspire unconscious responses to a research question, and frame these methods in a research construction, which is rigorous and informed by pure, European Phenomenology. It takes issue with a common misconception of phenomenology in research, arguing that twentieth century modernism has skewed Husserl’s transcendental philosophy into something obscure and nonsensical. 


Keywords: Phenomenology, Arts Research, Qualitative Methodology, Alchemy Methodology, arts-based research, Husserl


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