Professional doctorates have been established as key arenas for learning and research with the requirement for individuals to make both a contribution to management practise and academic knowledge. Many students on these programmes are drawn from the senior business world, for which the traditionally quantitatively focused business environment is familiar territory and, from which, we often see a natural tendency towards research that embraces the positivist approach that brings with it the familiarity of hard, measurable, results-focused business disciplines. The insight into the academic world of ontology, epistemology and the different research approaches that form part of the learning arena of the professional doctorate provides an opportunity for students to consider the qualitative research alternative and the value of this in developing professional understanding and in making a contribution to knowledge, understanding and management praxis. This paper does not seek to...