Knowing the Unknown: Application of Qualitative-Vignette Method in the Social-Political Sensitive Business Environment

This study demonstrates that vignette, when added to the in-depth interview, is a useful data collection method to uncover the hidden truths in the socio-political sensitive business environment. The vignette method’s “less personal” nature motivates the participants, who initially declined to be interviewed, to accept the interview invitation. This study showcases how the vignette is designed, constructed, and applied in empirical research. It also demonstrates the types of cognitive questions that can be incorporated in the vignette to uncover the social norms in practice that are silently known as the rules of the game. This study provides methodological considerations in constructing the vignette that may impact its success. Using the empirical data from the Malaysian housing sector, the thematic analysis shows that the vignette method: (i) stimulates participants to provide in-depth interpretation, (ii) uncovers the hidden information, and can (iii) fill in the missing details that participants initially reluctant to disclose. The findings are discussed, along with the limitations of using the qualitative-vignette method. Some critical suggestions for future research are also included.