Relevant bibliographies by topics / Qualitative marketing research

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Qualitative marketing research'

Author: Grafiati
Published: 28 June 2021
Last updated: 8 February 2022

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Journal articles on the topic "Qualitative marketing research"

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Pierre, Jean M. "Qualitative Marketing Research." Qualitative Market Research: An International Journal 20, no. 3 (June 12, 2017): 390–92. http://dx.doi.org/10.1108/qmr-03-2017-0068.

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Gummesson, Evert. "Qualitative research in marketing." European Journal of Marketing 39, no. 3/4 (March 2005): 309–27. http://dx.doi.org/10.1108/03090560510581791.

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Milliken, John. "Qualitative research and marketing management." Management Decision 39, no. 1 (February 2001): 71–78. http://dx.doi.org/10.1108/eum0000000005409.

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O’Malley, Lisa. "Book Review: Qualitative Marketing Research." Qualitative Research 2, no. 1 (April 2002): 123–25. http://dx.doi.org/10.1177/1468794102002001642.

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Maman Larraufie, Anne-Flore. "Qualitative Consumer & Marketing Research." Journal of Product & Brand Management 23, no. 4/5 (August 18, 2014): 375–76. http://dx.doi.org/10.1108/jpbm-07-2013-0359.

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Bartone, Nicholas M. "A Primer on Qualitative Marketing Research." Journal of Pharmaceutical Marketing & Management 3, no. 3 (January 1989): 15–29. http://dx.doi.org/10.3109/j058v03n03_03.

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Bartone, Nicholas. "A Primer on Qualitative Marketing Research." Journal of Pharmaceutical Marketing & Management 3, no. 3 (May 16, 1989): 15–29. http://dx.doi.org/10.1300/j058v03n03_03.

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Boddy, Clive Roland. "Sample size for qualitative research." Qualitative Market Research: An International Journal 19, no. 4 (September 12, 2016): 426–32. http://dx.doi.org/10.1108/qmr-06-2016-0053.

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Purpose Qualitative researchers have been criticised for not justifying sample size decisions in their research. This short paper addresses the issue of which sample sizes are appropriate and valid within different approaches to qualitative research. Design/methodology/approach The sparse literature on sample sizes in qualitative research is reviewed and discussed. This examination is informed by the personal experience of the author in terms of assessing, as an editor, reviewer comments as they relate to sample size in qualitative research. Also, the discussion is informed by the author’s own experience of undertaking commercial and academic qualitative research over the last 31 years. Findings In qualitative research, the determination of sample size is contextual and partially dependent upon the scientific paradigm under which investigation is taking place. For example, qualitative research which is oriented towards positivism, will require larger samples than in-depth qualitative research does, so that a representative picture of the whole population under review can be gained. Nonetheless, the paper also concludes that sample sizes involving one single case can be highly informative and meaningful as demonstrated in examples from management and medical research. Unique examples of research using a single sample or case but involving new areas or findings that are potentially highly relevant, can be worthy of publication. Theoretical saturation can also be useful as a guide in designing qualitative research, with practical research illustrating that samples of 12 may be cases where data saturation occurs among a relatively homogeneous population. Practical implications Sample sizes as low as one can be justified. Researchers and reviewers may find the discussion in this paper to be a useful guide to determining and critiquing sample size in qualitative research. Originality/value Sample size in qualitative research is always mentioned by reviewers of qualitative papers but discussion tends to be simplistic and relatively uninformed. The current paper draws attention to how sample sizes, at both ends of the size continuum, can be justified by researchers. This will also aid reviewers in their making of comments about the appropriateness of sample sizes in qualitative research.
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Boddy, Clive Roland. "Qualitative research for breakthrough innovation." Qualitative Market Research: An International Journal 22, no. 5 (November 11, 2019): 796–804. http://dx.doi.org/10.1108/qmr-06-2018-0063.

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Thyroff, Anastasia. "TEACHING QUALITATIVE MARKETING RESEARCH: AN EXPERIENTIAL APPROACH." Marketing Education Review 29, no. 1 (October 8, 2018): 75–87. http://dx.doi.org/10.1080/10528008.2018.1514979.

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Dissertations / Theses on the topic "Qualitative marketing research"

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Pereira, Beatriz de Castro Sebastião. "Pesquisa etnográfica em marketing." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03092008-115700/.

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Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de comportamento de grupo é um instrumento bastante adequado para estudos em marketing. Este estudo discute a criação e desenvolvimento da etnografia como metodologia de pesquisa em antropologia e mostra como seu uso foi estendido para outras áreas do conhecimento, mais especificamente para a área de marketing. É destacada a evolução da etnografia no universo da pesquisa acadêmica e aplicada, e como a metodologia foi adaptada para realização de estudos na área do comportamento do consumidor, tanto acadêmicos quanto de mercado. O estudo enfoca os usos e limitações da pesquisa etnográfica em marketing. Faz isso em forma de ensaio por meio de levantamento bibliográfico de caráter analítico e descritivo, complementado com entrevistas em profundidade com profissionais que utilizam ou conhecem a metodologia aplicada ao marketing. Conclui-se que sua aplicação em marketing é adequada se houver rigor metodológico, já que esse tipo de pesquisa tem a vantagem de revelar porque os comportamentos relacionados a um dado grupo ocorrem, o que não é possível com outras abordagens de pesquisa. A metodologia apresenta maiores benefícios quando o comportamento de consumo estudado relaciona-se fortemente com características culturais do grupo ao qual o consumidor pertence.
Consumer behavior studies entail complex situations that are not simple to understand by quantitative research techniques. Recently there is an enhancement in the use of qualitative methods to help interpret the individual and the group in their behaviors. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have suitable developments to these areas of knowledge. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. This work discusses how ethnography was originated and developed as a research methodology in anthropology and to show how its use was extended to other areas of knowledge, specifically in marketing. The evolution of ethnography in the academic and applied research universes is emphasized, as well as how the methodology was adapted to be used in consumer behavior studies. The study focus on the uses and limitations of ethnographic research in marketing. This is made by an essay based on analytical and descriptive bibliographic research, complemented by in depth interviews with professionals that use or know the methodology applied to marketing. The conclusion is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behaviors related to the reference group occur, what is not possible with other research approaches. The methodology presents more benefits when the consumer behavior is strongly related with cultural characteristics of the group that the consumer belongs.
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Schild, André Jacques Paul. "Marketing Activities during the early stages of business." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/45047.

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This research is the result of a need within the entrepreneurial community, amongst both existing businesses as well as aspiring entrepreneurs, to pay attention to the marketing skills, abilities and activities required to navigate in the rapidly changing business environment in which they operate. It’s no longer enough that an entrepreneur only possesses the entrepreneurial will and drive to start an enterprise. In order to succeed and thrive, they require a skill set that needs to be employed from the beginning. The ability of the entrepreneur to successfully market their business, particularly in the early phases of development, is a crucial skill that can ensure the survival of the enterprise. The research comprised of sixteen in-depth interviews with existing entrepreneurs in South Africa, as well as four with experts in the fields of SMEs and Marketing. All of the interviews were conducted face-to-face, with the exception of one of the SME and Marketing experts, whose interview was conducted telephonically. The interviews followed a semi-structured discussion guide that allowed for variations in the discussion as required. A number of the entrepreneurs interviewed had not conducted any marketing planning in the start-up phase of their ventures, yet succeeded. The entrepreneurs did, however, practice ad-hoc marketing activities in the early stages of their business, as well as networking with customers, suppliers and their industry. It was also found that the respondents’ knowledge of how to market their businesses increased over time, and as their businesses matured, they allocated more significant resources towards marketing their businesses. The research project concludes that: whilst beneficial, upfront marketing planning is not essential for start-ups; networking and ad-hoc marketing is important for start-ups to practice; putting a significant allocation of resources towards marketing is valuable.
Dissertation (MBA)--University of Pretoria, 2014.
lmgibs2015
Gordon Institute of Business Science (GIBS)
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Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.

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The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practitioners e.g. marketing managers; experience and think about social media adoption and usage for digital marketing purposes. Two research questions are presented in the report; (i) how is social media adopted and used in digital marketing within international business-to-business companies, and for what purpose, according to marketing managers? and (ii) how can social media adoption and usage be improved for marketing purposes in international business-to-business companies, according to marketing managers? To answer the RQs the paper took a qualitative approach through conducting semi-structured interviews with eight Swedish business professionals whom work with social media for marketing purposes. The research concluded that social media is adopted either due to the assumption that B2B firms simply should, or the reckon of its low cost of usage, viral reach, ease of usage and accessibility. The usage itself were conduct marketing activities e.g. market business offerings; but also, to promote the business itself and its accomplishments. Regarding improvements, marketers’ states that digital marketing through social media needs to be further integrated in the overall business and marketing strategy. They also suggest management to provide training and/or education for the employees to increase the efficiency of the usage.
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Catterall, Miriam. "Focus groups in market research : theory, method and practice." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369987.

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Álvaro, de Lima Filipe Miguel. "The State of QR codes : A qualitative research on Swedish premium fashion brands." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16784.

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Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market .The purpose of this research study is to analyze a new mobile marketing tool called Quick-response (QR) codes, and understand this phenomenon on the premiumfashion segment in Sweden, while relating at the same time with concepts such as customer relationship management and brand awareness. In this study a qualitative research method was chosen, by applying qualitative semi-structured interviews and qualitative content analysis.The research shows that there is a problem with customers' awareness regarding QR codes and its usage. Companies should also be educated for the importance of integrating a mobile marketing program within their marketing and communication strategy. Nonetheless, the study has shown that brands may increase brand awareness and drive CRM if all the requirements above stated are fulfilled, since all of the participants in this research acknowledge the relationship between a brand and its customers extremely important.
Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Svensson, Adam, and Pär Strandberg. "Managing user generated content in marketing campaigns : A qualitative research of key features for managing marketing campaigns based on user generated content." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35185.

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The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing.   The purpose of this thesis is to contribute to an enlightened managerial understanding of key components for managing marketing campaigns based on user-generated content (UGC).   The research approach was deductive; using a conceptual framework based on recognized literature on UGC, content marketing and contemporary users in social media. The paper identifies and compares key features of UGC management through case studies. Being a qualitative research, in-depth interviews were used to retrieve a profound understanding of managerial challenges and implications of facilitating UGC. Empirical data was collected from 10 marketing agencies working with UGC based marketing.   The research contributes to the research field by showing how agencies facilitate theoretical knowledge for UGC management. The study provides empirical, yet practical evidence of how many UGC campaigns are strategically developed, which could help simplify the relation between user flexibility and agency control. It could help managers to facilitate resources and engagement on determining what campaign features is most suitable for a specific campaign.
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Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

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This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovation and communicated it to others. Data analysis was guided by a conceptual framework focussing on the triggers of sensemaking for CSR initiatives, formalisation as a key sensemaking process for CSR innovations, and the legitimation strategies employed by the case companies. The analysis shows that CSR leaders, close followers, and aspirants think differently about CSR; it also points to broader patterns of CSR innovation in the UK and India. CSR innovations were identified in both the British and Indian retail industries, contextual differences between the innovations in the two countries were observed, and the complex nature and role of these innovations were illustrated. CSR innovation was seen as involving complex constellations of continuity and newness. The British companies studied engaged in deliberate CSR leadership, actively tried to change CSR practises, and communicated these efforts externally. In contrast, the Indian companies mainly discussed CSR initiatives within the business, experimented with nonphilanthropic CSR, and tried to determine the role of CSR in the emerging Indian retail industry. The observed differences were traced back to country-specific regulatory and market environments and differences in field level conditions were highlighted. The study also examined the impact of environmental uncertainty on the management of CSR innovation and discussed strategies that the case companies use to deal with challenges related to CSR innovation.
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Copley, Paul. "A qualitative research approach to new ways of seeing marketing in SME's : implications for education, training and development." Thesis, Northumbria University, 2008. http://nrl.northumbria.ac.uk/2150/.

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There is myriad research that explores the nature of marketing generally, and more specifically within SME (small to medium sized enterprise) contexts. Most of this research, however, focuses upon orthodox and relational marketing. Recently, it has also been argued that the literature fails to pay adequate attention to the role that critical studies might take in helping to understand marketing. Moreover, qualitative approaches to researching SME marketing have recently gained favour. This thesis takes the opportunity to employ a qualitative approach to researching SME marketing while at the same time exploring the implications for education, training and development (ETD). This research explored how the subjective individual can make sense of particular social arenas. Adopting a social constructivist approach involving the researcher and participants, this research offers some clarity to the SME marketing ETD context. To illuminate new ways of seeing, this research looked to both SME and ETD participants to be part of a study located in the North East of England. The study employed a semi-structured interview that, when transcribed, provided research texts that were then analysed through a Discourse Analysis lens. This allowed discourses to emerge from the texts that illuminated aspects of marketing in a SME context, as well as aspects of ETD. It is clear from the research that the extant nature of orthodox marketing’s central model, known as the 4Ps, is for the SME participants obvious and in the background. For the ETD participants this model is still central to how they see marketing ETD for SMEs in their role as educators, trainers and developers. However both SME and ETD perspectives include relational components, particularly networking. Critical components, in the light of Critical Theory and the turbulent business environment, can also be seen in the discourses of this thesis. The standpoints that the participants of this study combine, adapt, juxtapose or shape to fit conditions to their everyday lives, were exposed. The research texts contain metaphoric and other references that negotiate key tensions leading to confrontation and resistance to the dominant orthodox marketing form. This thesis explores the ways that participants use marketing-related discourse to inscribe their behaviours in a complex ideological system, immersed in social worlds. Marketing realities are found to be more critical than at first assumed. A schema is developed that portrays the relationships between these actors and this social arena. I therefore assess themes that emerge from the narratives of participants and within each theme discourses are used to describe participants’ world views. This thesis provides a new way of seeing marketing and develops the relational, orthodox and critical (ROC) schema of SME marketing, applied to ETD. This schema informs thinking on a range of issues such as flows of information, relationships, network coordination and specific competencies. The schema should be considered carefully before the design and delivery of any form of SME marketing ETD programme and any materials are devised. The findings of this thesis suggest that the ROC schema is potentially applicable to other marketing contexts.
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Burghausen, Mario. "Explicating corporate heritage identity stewardship theory from a corporate marketing perspective : a qualitative case study of Great Britain's oldest brewer." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/13067.

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Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enactment. Stewardship mindset refers to a shared awareness amongst management (i.e. positionality, heritage, and custodianship awareness) underpinned by specific managerial dispositions to feel, think, and act (i.e. sense of continuance, belongingness, self, heritage, responsibility, and potency). Enactment refers to the multi-modal implementation (i.e. narrating, visualising, performing, and embodying) of a corporate heritage identity and its relational positioning visà-vis stakeholders (i.e. temporal, spatial, and socio-cultural anchoring), which at once is predicated on and reinforces the stewardship mindset. The theoretical contribution of this study is significant in that it empirically confirms the existing, largely conceptual, literature in terms of the applicability and efficacy of the nascent corporate heritage identity construct per se. More importantly, it expands the extant body of literature by introducing a detailed theoretical explication of corporate heritage identity stewardship, which has important implications for future scholarly work. The study is, additionally, of instrumental relevance for corporate marketing management practice. First, it identifies different ways of implementing and anchoring a corporate heritage identity within societal environments vis-à-vis stakeholders, which can be utilised by organisations. Second, it articulates different enabling management dispositions, which help management to better understand the specific requirements of corporate heritage identity stewardship. The doctoral thesis articulates several avenues for future research (qualitative and quantitative) and provides – with the analytically generalisable corporate heritage identity stewardship theory – a new conceptual lense for future empirical and conceptual work within this nascent area of corporate marketing.
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Loedolff, Carmen. "Promoting South Africa as an international film tourism destination." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46194.

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Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commissions/offices in attracting international film producers, determine what local South African DMOs and local and foreign film commissions/offices perceive as important factors in attracting international film producers, determine and describe the factors influencing international film producers’ selection of a location, determine international film producers’ perceptions of South Africa as a film location in terms of these factors, develop a model for promoting South Africa as an ideal film location to international film producers and then relate the developed model to guidelines in accordance with the services marketing mix (7 Ps). The results obtained identified a number of factors that influence international film producers’ selection of a location and the model can be used to assist DMOs in developing effective marketing strategies in order to attract international film producers to South Africa. This was a qualitative study where three data collection instruments were used on four participant groups; secondary data was also analysed. It was found that South African DMOs do not yet have a working relationship with the relevant film industry leaders; that local film commissions’/offices’ current marketing activities are in line with foreign film commissions’/offices’ marketing strategies; that local DMOs and local and foreign film commissions/offices are more often than not aware of the factors influencing international film producers’ selection of a location and that South Africa has a positive image as a film destination. This research contributes to tourism literature by developing a model and suggesting guidelines that could be used by South African DMOs to attract more international film producers to the country and thus ultimately increase the number of film tourists who visit. All South African DMOs should consider the suggested guidelines when developing a marketing strategy for promoting South Africa as a preferred film destination to international film producers.
Dissertation (MCom)--University of Pretoria, 2014.
tm2015
Tourism Management
MCom
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Books on the topic "Qualitative marketing research"

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Milliken, John. Qualitative research and marketing. Coleraine: University of Ulster, 1998.

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Keegan, Sheila. Qualitative Research. London: Kogan Page Publishers, 2009.

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Nuttavuthisit, Krittinee. Qualitative Consumer and Marketing Research. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5.

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Seymour, Daniel. Marketing research: Qualitative methods for the marketing professional. Chicago, Ill: Probus Pub. Co., 1988.

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Hackley, Chris. Qualitative Research in Marketing and Management. Second Edition. | New York : Routledge, 2020. | Revised edition of the author’s: Routledge, 2019. http://dx.doi.org/10.4324/9780429446801.

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Ruyter, Ko de. Qualitative market research: Theory and practice. Utrecht, Netherlands: Lemma Publishers, 2003.

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Imms, Mike. An introduction to qualitative market research. London: Sage, 2002.

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Wardle, Judith. Developing advertising with qualitative market research. London: SAGE, 2002.

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Lillis, Geraldine. Delivering results in qualitative market research. London: SAGE, 2002.

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Chandler, Jon. Developing brands with qualitative market research. London: SAGE, 2002.

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Book chapters on the topic "Qualitative marketing research"

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Wilson, Alan I. "Collecting Qualitative Data." In Marketing Research, 120–49. London: Macmillan Education UK, 2019. http://dx.doi.org/10.1057/978-1-352-00112-9_5.

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Wilson, Alan I. "Analysing qualitative data." In Marketing Research, 250–63. London: Macmillan Education UK, 2019. http://dx.doi.org/10.1057/978-1-352-00112-9_9.

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Nuttavuthisit, Krittinee. "Research Design." In Qualitative Consumer and Marketing Research, 83–107. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_4.

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Nuttavuthisit, Krittinee. "Dissemination of Research." In Qualitative Consumer and Marketing Research, 263–86. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_11.

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Nuttavuthisit, Krittinee. "Asian Consumption and Marketing." In Qualitative Consumer and Marketing Research, 23–49. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_2.

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Hackley, Chris. "Critical research." In Qualitative Research in Marketing and Management, 202–18. Second Edition. | New York : Routledge, 2020. | Revised edition of the author’s: Routledge, 2019. http://dx.doi.org/10.4324/9780429446801-10.

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Hackley, Chris. "Literary theory and qualitative research." In Qualitative Research in Marketing and Management, 183–201. Second Edition. | New York : Routledge, 2020. | Revised edition of the author’s: Routledge, 2019. http://dx.doi.org/10.4324/9780429446801-9.

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Nuttavuthisit, Krittinee. "The Asian Market as Research Context." In Qualitative Consumer and Marketing Research, 51–82. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_3.

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Nuttavuthisit, Krittinee. "Introduction to Qualitative Consumer and Marketing Research." In Qualitative Consumer and Marketing Research, 1–21. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_1.

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Nuttavuthisit, Krittinee. "Data Analysis and Interpretation." In Qualitative Consumer and Marketing Research, 239–62. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_10.

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Conference papers on the topic "Qualitative marketing research"

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Gafurov, Ilshat, Nailya Bagautdinova, Aida Novenkova, and Nataliya Kalenskaya. "Territorial marketing as successful strategy for regional development: The case of Russia." In 3rd Annual International Conference on Qualitative and Quantitative Economics Research (QQE 2013). Global Science and Technology Forum Pte Ltd, 2013. http://dx.doi.org/10.5176/2251-2012_qqe13.18.

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Finger, Vítor, Valesca Reichelt, and João Capelli. "Big Data and Data Driven Marketing in Brazil." In CARMA 2018 - 2nd International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2018. http://dx.doi.org/10.4995/carma2018.2018.8314.

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The main purpose of this article is the understanding of which marketing strategies related to big data are being implemented by Brazilian companies in different sectors, in addition to assessing these actions within an already established construct. To reach the proposed objectives, an exploratory, qualitative research was conducted using the multiple case study method. Thus, data were collected through bibliographical, documentary and semi-structured interviews, with the intent of formulating the construct by which the companies are studied. The study unit interviewed consisted of market professionals and big data specialists. As the main result, it was widely noticed the application of strategies related to big data by the companies surveyed. The classification of these actions within an already established construct, however, was not possible, since it was understood the existence of distinct stages of adoption for this technology, and it was not possible to label these companies as users of big data.
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Danner, Hannah, Gerhard Hagerer, Florian Kasischke, and Georg Groh. "Combining content analysis and neural networks to analyze discussion topics in online comments about organic food." In CARMA 2020 - 3rd International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica de València, 2020. http://dx.doi.org/10.4995/carma2020.2020.11632.

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Consumers increasingly share their opinions about products in social media.However, the analysis of this user-generated content is limited either to small,in-depth qualitative analyses or to larger but often more superficial analysesbased on word frequencies. Using the example of online comments aboutorganic food, we suggest a three-step methodological approach of how latestdeep neural networks can scale up the insights of qualitative analyses. First, aqualitative content analysis defines a class system of opinions. Second, a pre-trained neural network, the Universal Sentence Encoder, uses this class systemto automatically classify the same data by finding similar opinions. Third, theautomatic classification results are evaluated based on several criteria. Wefind coherent results of qualitative and automated classification proving theability of Universal Sentence Encoder to classify text. After this validation,Universal Sentence Enconder can be used to classify larger data sets onorganic food. The suggested approach allows to scale up sample size whilemaintaining the detail of class systems provided by qualitative contentanalyses. The approach can be applied to different domains and supportconsumer and public opinion researchers as well as marketing practicionersin further uncovering the potential of insights from user-generated content.
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Magdalena, Ionuţ. "Transfer of Marketing Knowledge in SMEs." In International Conference Innovative Business Management & Global Entrepreneurship. LUMEN Publishing, 2020. http://dx.doi.org/10.18662/lumproc/ibmage2020/14.

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The purpose of this paper was to investigate the differences in adolescentsʼ parentsʼ perception regarding the illegal drugs and drugs consumption among the adolescents. In order to carry out the research, a sociological questionnaire was developed, subsecvently to a qualitative information obtained by organizing 6 focus groups. The field survey was conducted in the municipality of Arad consisted of polling through the questionnaire technique a number of 204 families of students from 12 high schools. The results showed significant differences at thresholds of less than 0.05 between the group with high school and university degrees for variable knowledge and symptoms, between the parent group of Catholic religion and the other two groups (Orthodox and neo-Protestant) for knowledge and drug variables and also significant differences depending of the family structure. Furthermore, there were no significant differences between groups regarding the financial level of the families and the living environment. During the research there was also followed the perspective of the parents of adolescents on the most used drugs among the students: in their opinion, the most used drugs are marijuana and ethnobotanical, with 120, respectively 113 points, followed by ecstasy and cocaine, with 75, respectively 64 points, and on the last places on consumption are the other types of drugs tested, with scores below 35 points. The result of Chi-square test showed that the values of χ² are statistically significant for all drug categories, except for ethnobotanicals, in other words, the results can be generalized to the entire population.
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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Adamus-Matuszyńska, Anna, and Piotr Dzik. "Visual identities of Polish towns and cities. What they communicate and represent in practiced logos." In 11th International Scientific Conference „Business and Management 2020“. VGTU Technika, 2020. http://dx.doi.org/10.3846/bm.2020.590.

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The purpose of the research is the empirical verification of the authors’ hypothesis that the logo or City Visual Identity System (CVIS) is the indicator of marketing and branding orientation of a particular self-government. The first objective of the article is to present an empirical base for city logo examination taking into account the visual signs of Polish towns used in promotional activities. The second objective is to analyse the content of logo. To reach the objectives the authors examined 335 cities’ logo in Poland using quantitative and qualitative content analysis. During the research 211 (63%) of the cities surveyed used the logo in promotional practice. The study confirms the hypothesis that the city’s logo can be used as a preliminary indicator of the local government’s marketing orientation. The content analysis indicates that marketing activities are based primarily on resources (Ger. Substanz) of cities, not on products offered.
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Mileva, Sonia, Mariana Assenova, Emil Petrov, and Veneta Gyaurova. "OPPORTUNITIES AND THREATS OF GAMIFICATION AS A TOOL FOR PROMOTING SOFIA AS A TOURIST DESTINATION." In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.248.

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The paper presents results from the conducted research of the available gamified applications promoting Sofia city as a tourist destination. The aim of the research is to study the opportunities and the limitations of gamified location based applications as a marketing tool by applying the qualitative research technique of key informants, providing the expert source of information and a deeper insight to the current and potential practices in the research area and their effectiveness. The results indicate that the highest is the potential for greater engagement of users and co-creation of products and services as well as for creating positive attitude towards the destination. Commenting on the main limitations, the key informants point out the fact that they are a relatively new and little-known marketing tool in the field of tourism, which predetermines the lack of sufficient knowledge and experience for their use and promotion.
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Hauge, Patrick L., and Larry A. Stauffer. "ELK: A Method for Eliciting Knowledge From Customers." In ASME 1993 Design Technical Conferences. American Society of Mechanical Engineers, 1993. http://dx.doi.org/10.1115/detc1993-0009.

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Abstract A methodology of eliciting customer requirements with regard to issues confronted during the design process is presented.. Our methodology is derived from a taxonomy of design issues formulated around the needs of the customer and a method of knowledge elicitation used in the development of expert systems. The results of an experimental study using our methodology compared to a traditional qualitative marketing research strategy is also presented.
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Bormane, Santa. "The role of integrated marketing communication for ustainable development in food production." In 22nd International Scientific Conference. “Economic Science for Rural Development 2021”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2021. http://dx.doi.org/10.22616/esrd.2021.55.008.

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The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.
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Krajíčková, Aneta. "Změny v managementu kulturního dědictví v důsledku pandemie Covid19." In XXIV. mezinárodního kolokvia o regionálních vědách. Brno: Masaryk University Press, 2021. http://dx.doi.org/10.5817/cz.muni.p210-9896-2021-38.

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The Covid19 pandemic has brought a lot of changes to people's lives, and also to the management of individual historical monuments. The aim of this paper is to identify effects of Covid19 pandemic on the daily working of two castles in the South Moravian Region (Lysice State Castle and Rájec nad Svitavou State Castle) and how it affected occupational safety and personnel management, monument security, cultural events, partnerships, marketing, and financial management. Qualitative research is based on interviews with castles’ wardens. The results show that due to the measures and the development of the situation, the pandemic meant above all higher demands on the management of the castles, especially in connection with the organization of cultural events, repairs and staffing. As an important part of management can also be considered the effort to remain in the awareness of the visitors and the associated more intensive use of social networks and a general focus on online tools.
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Reports on the topic "Qualitative marketing research"

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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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