Marketing Intelligence & Planning: Volume 14 Issue 6

A comparison of two alternative interviewing techniques used within an integrated research design: a case study in outshopping using semi‐structured and non‐directed interviewing techniques

Denise G. Jarratt

Notes that many authors have supported the value of integrating qualitative and quantitative approaches within a research design to address research questions that aim both to…

When to use qualitative methods: a new approach

Dennis J. Cahill

Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit…

“Integrative” qualitative methods in a services context

Audrey Gilmore, David Carson

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in…

Bridging the great divide ‐ the transfer of techniques

Clive Nancarrow, Alexander Moskvin, Avi Shankar

Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research ‐ a transfer of techniques…

Projective and enabling techniques explored

Valerie Will, Douglas Eadie, Susan MacAskill

Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive”…

Focus versus nominal group interviews: a comparative analysis

Ko de Ruyter

Introduces the group interview technique of nominal grouping as an alternative to the widely used technique of focus groups in qualitative market research. Nominal grouping is a…

Qualitative research issues at the marketing/ entrepreneurship interface

David Carson, Nicole Coviello

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and…

Exploring the in‐depth interview as a qualitative research technique with American and Japanese firms

Len Tiu Wright

Explains the two most commonly used qualitative research methods as the individually intensive or in‐depth interviews and focus group discussions. Suggests that, while it is…

Discourse analysis: exploring action, function and conflict in social texts

Richard Elliott

Focuses on discourse analysis, a recent development in social psychological methodology, concerned with how language is used to construct accounts of the social world which are…