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structed nature of reality (Schutz, 1973). While Qualitative research generally produces lesser number of manuscripts than quantitative, it provides deeper insights, thick detailed descriptions of real-life actions thus rehumanizing research and theory. This deeper understanding and insight results in direct engagement with everyday management and organizational realities which enables the researchers to make substantial contributions to the field. (Gephart, 2004).

Qualitative style comes with some costs as well, for example it is flexible however the flexibility demands that in qualitative research the designed and doing phase carry on at the same time however is “particularly difficult to pin down” because of its “flexibility and emergent character” (Van Maanen, 1998: xi). This indicates the emphasis on being in contact with the research landscape through pilot studies and referring back to literature iteratively throughout the study.

5.2 Using Ethnographic Case Study

An Ethnographic approach will be used in this study in which everyday practice and experience is employed. Ethnography is derived made up of ‘ethnos'- a Greek word which means a people, a race or a cultural group and ‘graph' which derives from ‘writing' (Silverman, 2006).

Entrepreneurship, as viewed by this research, as a social process, it is not what people 'ought to do' but 'what people actually do'. Entrepreneurial identity will be found in the language of action. Empirical data is responsible for giving shape to the researched concept. But before reaching the empirical stage it is necessary to categorize in order to understand. Bauer et al (2000) argues that Social facts can be measured by categorizing social facts; social activities require distinguishing before any quantitative attribution. He further elaborates that qualitative distinctions between categories of people must be unearthed before one can measure how many belong to each category.

What entrepreneurs do is not all knowledge but part knowledge and part habit. Employing ethnography will enable me to see the deeper relationships between language and action. Brewer (2000, p.6) defines ethnography in the following way:

“Ethnography is the study of people in naturally occurring settings or ‘fields' by methods of data collection which capture their social meanings and ordinary activities, involving the researcher participating directly in the setting, if not also the activities, in order to collect data in a systematic manner but without meaning being imposed on them externally.”

The entrepreneurs will be observed in field in terms of not only what they say but what they do and how they interact. Social practice and activity will be researched by researching links between language and action. Multiple case studies of entrepreneurs will be taken for this ethnographic research. A pilot study will be conducted for further refinement.

5.3 Data Gathering Techniques

The following data gathering techniques will be employed.

5.3.1 Collection of secondary data

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