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Eastern Academy of Management 2018 Annual Meeting

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Qualitative research on a case study of Uber

As various social and economic forces have emerged, they have led to changes in how work is organized. For example, Uber as a platform business model, has reorganized social and labor relations in workplaces. Thus, there is a need to increase understanding on how to reflect this newly emerging employment context when researchers conduct an empirical research. In this paper, I explained how I conducted a pilot version of qualitative research by using participant observations and interviews in the Uber context. I explored what aspects of research methods in the Uber context can be different from the traditional qualitative research methods, and specifically focused on how traditional qualitative methods can be meaningfully applied in the case of the emerging Uber phenomenon.

Sunyu Chai
University of Massachusetts Boston
United States


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