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Journal articles on the topic 'Qualitative marketing research'

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Published: 28 June 2021
Last updated: 8 February 2022

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1

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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2

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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3

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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4

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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6

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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7

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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8

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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10

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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11

Stokes, David. "Entrepreneurial marketing: a conceptualisation from qualitative research." Qualitative Market Research: An International Journal 3, no. 1 (March 2000): 47–54. http://dx.doi.org/10.1108/13522750010310497.

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12

Nancarrow, Clive, Jason Vir, and Andy Barker. "Ritzer's McDonaldization and applied qualitative marketing research." Qualitative Market Research: An International Journal 8, no. 3 (September 2005): 296–311. http://dx.doi.org/10.1108/13522750510603352.

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Shapiro, Jon M. "Handbook of Qualitative Research Methods in Marketing." Journal of Business-to-Business Marketing 15, no. 4 (November 25, 2008): 476–81. http://dx.doi.org/10.1080/15470620802325815.

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Varki, Sajeev, Bruce Cooil, and Roland T. Rust. "Modeling Fuzzy Data in Qualitative Marketing Research." Journal of Marketing Research 37, no. 4 (November 2000): 480–89. http://dx.doi.org/10.1509/jmkr.37.4.480.18785.

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15

Foris, Diana, Cristina Nicolau, and Tiberiu Foris. "The Eco-Modular Construction: Qualitative Research on its Marketing Use, Design and Development." SIJ Transactions on Industrial, Financial & Business Management 03, no. 01 (February 24, 2015): 01–08. http://dx.doi.org/10.9756/sijifbm/v3i1/03020050102.

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16

Griffin, Thomas F. "Handbook of qualitative research." Psychology and Marketing 16, no. 4 (July 1999): 371–72. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<371::aid-mar7>3.0.co;2-k.

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17

Dzwigol, H. "Innovation in Marketing Research: Quantitative and Qualitative Analysis." Marketing and Management of Innovations, no. 1 (2020): 128–35. http://dx.doi.org/10.21272/mmi.2020.1-10.

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This article focuses on the triangulation of research methods and techniques in the discussion on the evaluation of marketing research. Research traditions in marketing can be referred to the division of research methodologies, according to which the methods of conceptual, theoretical, empirical and formal research is distinguished, based on the use of quantitative methods, mathematical and statistical models. In scientific research on marketing, conceptual methods (i.e. heuristic or creative methods) are used, with a primary focus on the analysis of qualitative aspects of the studied processes, thus making little reference to empirics. The methodology of empirical research in marketing is used to a great extent. It allows developing empirical models, thus making it possible to recognize, e.g. actually implemented models of marketing strategies that may be consistent with or deviate from the theoretical models. However, it should be noted that empirical models do not always have implementation properties, as they most often refer to the present or past reality. Nevertheless, these models may be subject to benchmarking. Moreover, they serve to make conceptual models more probable. For the further development of marketing, it becomes essential to increase the scope of application of formal research methodologies as well. The analysis of the literature indicates the need for an in-depth diagnosis of combined methods in the research process in the broader context of management sciences. The aim of the article is therefore expressed as a research problem in the form of the following question: Is methodological triangulation a prerequisite for research processes in the management sciences? The research results presented in this article are a fragment of complex study on research methodology. Moreover, the conducted empirical research confirms and theoretically proves that methodological triangulation is a necessary condition in research processes. In contrast, verification of developed methods, models or procedures is an essential condition allowing to combine science and management practice, while methodological triangulation supports research processes. Concerning the preceding, the author recommends in the present article to make a scientific effort aimed at elaborating a tool, method or procedure to select proper research methods and techniques for the research process within the scope of management science, with a particular emphasis on factors determining the process quality. Keywords: methods, research techniques, marketing research, triangulation, research methodology
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18

Arcadie, Hinescu, and Gavrila-Paven Ionela. ""New Methodologies And Tendencies In Qualitative Marketing Research "." Annales Universitatis Apulensis Series Oeconomica 2, no. 10 (December 31, 2008): 824–27. http://dx.doi.org/10.29302/oeconomica.2008.10.2.54.

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19

Nancarrow, Clive, Andy Barker, and Len Tiu Wright. "Engaging the right mindset in qualitative marketing research." Marketing Intelligence & Planning 19, no. 4 (July 2001): 236–43. http://dx.doi.org/10.1108/eum0000000005561.

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20

Urban, David J. "Qualitative Research Applications in Developing College Marketing Plans." Journal of Marketing for Higher Education 3, no. 1 (September 21, 1990): 29–48. http://dx.doi.org/10.1300/j050v03n01_03.

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21

Carson, David, and Nicole Coviello. "Qualitative research issues at the marketing/ entrepreneurship interface." Marketing Intelligence & Planning 14, no. 6 (November 1996): 51–58. http://dx.doi.org/10.1108/02634509610131162.

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22

Alam, Ian. "Fieldwork and data collection in qualitative marketing research." Qualitative Market Research: An International Journal 8, no. 1 (March 2005): 97–112. http://dx.doi.org/10.1108/13522750510575462.

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23

Skålén, Per. "A discourse analytical approach to qualitative marketing research." Qualitative Market Research: An International Journal 13, no. 2 (April 6, 2010): 103–9. http://dx.doi.org/10.1108/13522751011032566.

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24

Wright, Len Tiu, and Simon Heaton. "Fair Trade marketing: an exploration through qualitative research." Journal of Strategic Marketing 14, no. 4 (December 2006): 411–26. http://dx.doi.org/10.1080/09652540600948019.

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25

Boddy, Clive Roland. "Causality in qualitative market and social research." Qualitative Market Research: An International Journal 22, no. 3 (June 10, 2019): 405–13. http://dx.doi.org/10.1108/qmr-02-2018-0027.

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Purpose Academic qualitative researchers have been criticized for rejecting the idea that their research can establish causality while market and social researchers, with their realist and pragmatic approach to research, take for granted that it can. This paper aims to explore the ability of qualitative research to determine cause and effect in terms of market and social phenomena. Design/methodology/approach The literature on causality in qualitative research is reviewed and discussed. The discussion is further informed by the author’s own experience of undertaking commercial and academic market and social qualitative research over the past 33 years. Findings In qualitative market and social research, the determination of causality is often needed but rarely discussed. This paper explores this occurrence and brings to the fore, via discussion and the use of example, the ways in which causality can be determined by qualitative research. Practical implications A determination of what events bring about predictable changes in social and market environments can be established via qualitative research particularly at a probabilistic level of causality. This implies that policymakers should give a greater emphasis to qualitative findings than then sometimes do at the moment. Originality/value Causality in market and social research is rarely discussed by practitioners but is nevertheless a premise of much of the qualitative research that is undertaken. This paper is therefore distinctive in that it examines whether this premise is justifiable.
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26

Thorpe, Mark. "Virtual connections: representation and commercial qualitative research." Qualitative Market Research: An International Journal 6, no. 3 (September 2003): 184–93. http://dx.doi.org/10.1108/13522750310478994.

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27

Holmlund, Maria, Lars Witell, and Anders Gustafsson. "Viewpoint: getting your qualitative service research published." Journal of Services Marketing 34, no. 1 (February 10, 2020): 111–16. http://dx.doi.org/10.1108/jsm-11-2019-0444.

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Purpose The purpose of this paper is to provide authors with guidelines for carrying out excellent qualitative service research. It describes the features that editors and reviewers use to evaluate qualitative research and pinpoints what authors can do to improve their manuscripts for publication. Design/methodology/approach The paper identifies five features of excellent qualitative service research – relevance, rigor, integrity, narration and impact – and describes them with a focus on what they mean and what authors can do to meet these standards. Findings The paper suggests that manuscripts are often rejected because they fail to meet key standards of excellent qualitative research. It calls for more discussion on research methodology and research ethics, especially when service research strives to make a difference such as investigating critical service contexts or dealing with vulnerable participants. Originality/value This paper contributes to a better use and application of qualitative research methodology. It focuses on specific actions that researchers can take to improve the quality of their service research manuscripts.
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28

Russell-Bennett, Rebekah, Mark Scott Rosenbaum, and Ryan McAndrew. "Commentary: exposing a research bias or a relic of research practice." Journal of Services Marketing 34, no. 1 (March 4, 2020): 24–29. http://dx.doi.org/10.1108/jsm-11-2019-0439.

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Purpose This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing (JSM) special issue on qualitative research in service-oriented research. Design/methodology/approach The authors performed a content analysis of 1,268 papers that were published in JSM (1987-2019). In addition, the authors had data that is held in JSM’s manuscript central submission portal. Findings The analysis shows that while there is a dominance of quantitative methods in the journal, the proportion of qualitative papers is growing. During 2014-2019, 83.4 per cent of submitted papers to JSM represented quantitative research and 14 per cent represented qualitative research; however, 75 per cent of accepted papers were quantitative and 25 per cent were qualitative/mixed methods. Thus, the proportion of published qualitative studies are increasing and have a higher chance of receiving an acceptance decision compared to quantitative studies. Additionally, the largest percentage of qualitative papers published in JSM derive from corresponding authors outside of North America. Research limitations/implications Service researchers who opt to use inductive research methods, which tend to use qualitative research, will not confront discrimination based solely upon the use of a research methodology among editors or reviewers at JSM. Practical implications JSM welcomes qualitative research that has rich practical implications. Originality/value This study is one of the first to provide authors with a detailed analysis and responses to the qualitative-quantitative debate in marketing.
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29

Nevid, Jeffrey S., and Nelly L. Sta. Maria. "Multicultural issues in qualitative research." Psychology and Marketing 16, no. 4 (July 1999): 305–25. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<305::aid-mar3>3.0.co;2-r.

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30

Cohen, Ronald Jay. "What qualitative research can be." Psychology and Marketing 16, no. 4 (July 1999): 351–67. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<351::aid-mar5>3.0.co;2-s.

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31

McQuarrie, Edward F., Catherine Marshall, and Gretchen B. Rossman. "Designing Qualitative Research." Journal of Marketing Research 27, no. 3 (August 1990): 370. http://dx.doi.org/10.2307/3172595.

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32

Martirano, Melissa M. "Transcendental Phenomenology: Overlooked Methodology for Marketing Research." International Journal of Marketing Studies 8, no. 3 (May 25, 2016): 58. http://dx.doi.org/10.5539/ijms.v8n3p58.

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<p>When marketing researchers select their methodology, two main choices are open to them: qualitative and quantitative. Quantitative has long been associated with scientific, empirical research based on statistics and numerical comparisons, considered by some marketing analysts to be objective and empirical. Qualitative methods are favored for “soft” social science and humanities research as a means to explore human opinions and perceptions through first-hand experience. Thus there has been a longstanding problem of pursuing qualitative research that is considered as free from bias and accurate as its quantitative counterpart. One philosopher who set out to imbue qualitative methodology with the same credibility given quantitative was Edmund Husserl, an early 1900s German philosopher. He developed transcendental phenomenology as a methodology that could explore experiences with the same objectivity as quantitative styles via surpassing the preconceptions of the researcher through use of a primordial fugue state called epoché. Although researcher would use qualitative tools such as interviews and questionnaires, inquiries would be formulated and analyzed free from preconceptions and bias, processed via bracketing of the most common responses. Husserl’s writings were hard to decipher and not as readily adapted to research as other qualitative methods, including hermeneutic phenomenology, which includes researcher input. Nevertheless, if used properly, even for such unlikely-seeming research projects as those dealing with marketing, transcendental phenomenology can produce valid and reliable results yielding valuable information for philosophical purists capable of rigor and discipline.</p>
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33

Levy, Sidney J. "The evolution of qualitative research in consumer behavior." Journal of Business Research 58, no. 3 (March 2005): 341–47. http://dx.doi.org/10.1016/s0148-2963(03)00107-3.

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34

Belk, Russell W. "Qualitative Research in Advertising." Journal of Advertising 46, no. 1 (January 2, 2017): 36–47. http://dx.doi.org/10.1080/00913367.2016.1201025.

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35

Tamer Cavusgil, S. "QUALITATIVE INSIGHTS INTO COMPANY EXPERIENCES IN INTERNATIONAL MARKETING RESEARCH." Journal of Business & Industrial Marketing 2, no. 3 (March 1987): 41–54. http://dx.doi.org/10.1108/eb006035.

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36

Andriopoulos, Constantine, and Stephanie Slater. "Exploring the landscape of qualitative research in international marketing." International Marketing Review 30, no. 4 (September 9, 2013): 384–412. http://dx.doi.org/10.1108/imr-03-2012-0061.

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37

Nuttall, Peter, Avi Shankar, Michael B. Beverland, and Cheryl Stallworth Hooper. "Mapping the Unarticulated Potential of Qualitative Research." Journal of Advertising Research 51, no. 1 50th Anniversary Supplement (March 2011): 153–66. http://dx.doi.org/10.2501/jar-51-1-153-166.

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38

Brătucu, Gabriel, and Ioana Mădălina Ciongradi. "Qualitative Marketing Research for the Consumer Behaviour Specific to the Multilevel Marketing System .." SERIES V - ECONOMIC SCIENCES 12(61), no. 1 (June 28, 2019): 23–28. http://dx.doi.org/10.31926/but.es.2019.12.61.1.3.

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39

Witell, Lars, Maria Holmlund, and Anders Gustafsson. "Guest editorial: a new dawn for qualitative service research." Journal of Services Marketing 34, no. 1 (February 14, 2020): 1–7. http://dx.doi.org/10.1108/jsm-11-2019-0443.

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Purpose The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service research and what interest, rigor, relevance and richness mean for qualitative service research. Design/methodology/approach This study examines the most common qualitative research methods and discusses interest, rigor, relevance and richness as key characteristics of qualitative research. The manuscripts in the special issue are introduced and categorized based on their contributions to service research. Findings The findings suggest that the amount of research using qualitative research methods has remained stable over the last 30 years. An increased focus on transparency and traceability is important for improving the perceived rigor of qualitative service research. Originality/value This special issue is the first issue that is explicitly devoted to the qualitative research methodology in service research. In particular, the issue seeks to contribute to a better use and application of qualitative research methodology.
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40

Trim, Peter R. J., and Yang‐Im Lee. "Enhancing customer service and organizational learning through qualitative research." Qualitative Market Research: An International Journal 7, no. 4 (December 2004): 284–92. http://dx.doi.org/10.1108/13522750410557094.

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41

Lo, Fang-Yi, Andrea Rey-Martí, and Dolores Botella-Carrubi. "Research methods in business: Quantitative and qualitative comparative analysis." Journal of Business Research 115 (July 2020): 221–24. http://dx.doi.org/10.1016/j.jbusres.2020.05.003.

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42

Yalch, Richard F., Sue Robson, and Angela Foster. "Qualitative Research in Action." Journal of Marketing Research 29, no. 4 (November 1992): 486. http://dx.doi.org/10.2307/3172718.

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43

Ozanne, Julie L., Anselm Strauss, and Juliet Corbin. "Basics of Qualitative Research." Journal of Marketing Research 29, no. 3 (August 1992): 382. http://dx.doi.org/10.2307/3172751.

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Trim, Peter R. J., and Yang‐Im Lee. "An internationally focused synthesised marketing strategy underpinned by qualitative research." Qualitative Market Research: An International Journal 9, no. 3 (July 2006): 203–24. http://dx.doi.org/10.1108/13522750610671653.

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Allen, Mitchell. "Social Media Marketing of Qualitative Research: Blurring Commerce and Community." Qualitative Inquiry 25, no. 6 (November 17, 2018): 591–98. http://dx.doi.org/10.1177/1077800418806594.

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46

Hill, Jimmy, and Len Tiu Wright. "A qualitative research agenda for small to medium‐sized enterprises." Marketing Intelligence & Planning 19, no. 6 (November 2001): 432–43. http://dx.doi.org/10.1108/eum0000000006111.

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O’Connor, Henrietta, and Clare Madge. "“Focus groups in cyberspace”: using the Internet for qualitative research." Qualitative Market Research: An International Journal 6, no. 2 (June 2003): 133–43. http://dx.doi.org/10.1108/13522750310470190.

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48

Tadajewski, Mark, and Sigmund Wagner‐Tsukamoto. "Anthropology and consumer research: qualitative insights into green consumer behavior." Qualitative Market Research: An International Journal 9, no. 1 (January 2006): 8–25. http://dx.doi.org/10.1108/13522750610640521.

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49

Farquhar, Jillian, Nicolette Michels, and Julie Robson. "Triangulation in industrial qualitative case study research: Widening the scope." Industrial Marketing Management 87 (May 2020): 160–70. http://dx.doi.org/10.1016/j.indmarman.2020.02.001.

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Mott-Stenerson, Beth. "Integrating qualitative and quantitative theoretical perspectives in applied advertising research." Journal of Business Research 61, no. 5 (May 2008): 431–33. http://dx.doi.org/10.1016/j.jbusres.2007.07.014.

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