摘要：Productivity is the relationship between efforts and assigned tasks (inputs) and results (outputs). The paper explores the role of qualitative research to understand the resources of efforts, strategic approaches, modern methods, BPR systems in order to increase productivity. Modern organizations need to identify some intelligent steps. The steps from market analysis, evaluating competitors and suggesting strategies are based on the qualitative research approaches. This particular research paper justifies that the qualitative research approach is the essential domain in formulating modern strategies to achieve excellence in organizational productivity. It is a prime requisite for today’s managers to adopt and inculcate such dimensions in their strategic decisions to take their companies to the climax. This research is an effort to develop a framework for increasing productivity through qualitative research approaches. The framework covers global trends in achieving productivity through the specific roles of qualitative research to bring companies to the right track in any competitive era. Two objectives are mainly focused in this paper: First objective of the paper is to identify the roles of qualitative research pertinent to the productivity including some of the contents of achieving organizational success which can give managers an edge to work. The second objective is to develop a framework which will help modern marketing and management gurus to know and beat the best in today’s fast changing and adopting technological era. This research is exploratory in nature and based on literature survey and structured & unstructured interviews from topic related expert people with in Pakistan and abroad. The studies relating to the success & failure stories of local & international companies, social and economic problems which are affecting business environment will also be touched upon in order to relate the role of qualitative research in ensuring the higher level productivity. Thus, this paper comprises on four main sections: First is about the introduction and concepts, Second relates to the role of the qualitative research in developing countries, Third is regarding the development of framework, Fourth is based on methodology and Fifth is followed by the conclusions, significance of the study and some important references.
