Abstract
All research is influenced by those undertaking it. Reflexivity is the ability of a researcher to acknowledge and self-examine their thoughts, feelings, values, biases and perspectives and the impact that these might have on the research decisions they make. Adopting a reflexive methodology involves having a focussed and explicit awareness of how researcher background, experience and subjectivity impacts the research process in all facets, from problem formulation, to developing research questions, collecting and analysing data, and reporting on findings. A reflexive methodology aims to minimise the unintended impacts of biases and provide transparency about the influence of the researcher on the research outcomes. This guide explains the purpose of a reflexive methodology in business research and methods suitable for incorporating this approach. It also encourages students to recognise the fundamental importance of reflexivity in research, and how to devise a plan to adopt such an approach in their own qualitative research projects. Learning Outcomes • Explain what reflexivity is in qualitative research.