French researcher Jacqueline Fendt argues that academic research on businesses is not practical enough in its focus. She argues that management education would be improved with a stronger focus on the everyday realities of Executives.

She also advocates using more qualitative research methods and case studies, rather than statistical surveys. This would improve in-depth understanding of how management is actually carried out in the real world. So how do social scientists carry out this type of work? One method we use is called ethnography.