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Knowledge is treated as spatial model of research which is emergent and holistic (Keegan, 2009, pp. 237-239). It has however been argued that emotions play a major role in commercial qualitative research. This paper focuses on the aspect of qualitative commercial research on the emergence and role of emotion in judgment and decision making in workplace to help in creating sense in commercial practice. Discussion Commercial qualitative research is understood as social construction which is depended on historical and cultural context; it is creative processes of interpretation and iterative learning.
Qualitative commercial research is a set of research techniques that are applied in commercial and social sciences. In these cases data is obtained from relatively small group of respondents and it is normally not analyzed with inferential statistics which makes it different from quantitative research. The major role of qualitative commercial research is to assist in decision making; it acts as consultancy in the commercial setting unlike the academic research that has the primary role of enhancing knowledge.
Commercial qualitative research strength is based on creativity, ability to make connections, analytical proficiency, listening, reflections and being innovative (Keegan, 2009, p. 241). Modern scientific advancements have questioned the perception and thinking about the functions and how knowledge is created. According to Jenlink (2009, pp. 74-78) a practitioner leader has to work from range of inquiry methods to explore, create and transform social relations and knowledge within the political, economic and cultural divides of education and society.
The essence of scholar practitioner in the mirror of theory is sense of being critical. This entails ensuring that knowledge, values and beliefs are framed within a consideration of implications for creating knowledge and transforming practice contrary to viewing society as collection of people, organizations, job roles, information and emphasis within complexity thinking on relationships between things. From this point of view culture is dynamic and keeps on changing. Knowledge is recognized as socially constituted, historically embedded by approaches to disciplinary inquiry and epistemological curiosity (Jenlink, 2009, p. 23). A new concept of emergence has come out in the discipline of qualitative research.
Some academics have however disagreed with the concept of emergence; this concept describes how patterns arise from local level interactions. It is difficult to understand the patterns or predict them from the behavior of lower level interactions or in a linear way. Emergence focuses on the present moment as the only point of experience and influence even though our experience incorporates the past and the future. According to Jenlink (2009, pp. 198-212), the process perspective takes a prospective view in which future is continuously created in the present on the pretext of the present reconstruction of the past.
The idea of emergence is viewed as normal within the context of commercial qualitative research. The study of relationships between individuals, brands, services and their surroundings forms part of commercial qualitative research. Creation of knowledge entails legitimization of research which keeps on evolving. However
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