This study aims to analyse the application of qualitative research in business organisations. For this purpose, a documentary analysis was applied and 5 most cited SAGE Publishing 2017 Publications in 2010 were selected. The analysis consisted of two phases: Phase 1 structuring of main and secondary ideas. Phase 2. Analysis of contributions according to the following approaches: Ontological Approach, Epistemological Approach and Methodological Approach. For this purpose, the Atlas.ti9 software was used to determine the points of convergence between the approaches and authors. The main findings show that qualitative research in organisational studies presents ontological weaknesses in terms of onto-epistemic positioning and priority is given to the methodological approach. Likewise, it is recommended to broaden the field of action of such research under this methodology, to take advantage of pluralism for the construction of theories and methodological contributions that help the study of the social phenomenon.