The second part of the article provides a discussion of criteria for evaluating qualitative research designs and processes in the execution of qualitative research. Criteria are illustrated by applying them to a study published in an agribusiness journal. In addition to planning and implementing the research process, these criteria can be used to guide the reporting of qualitative research. To that end, reviewers of qualitative research can use the criteria to evaluate a report for publication, and potential users of the results can assess a study’s trustworthiness. The paper concludes with the discussion of adoption barriers of qualitative research and makes the case for an increased role of qualitative research in agribusiness and agricultural economics research.