Table of contents
Analysing textual data in international marketing research
Rudolf R. Sinkovics, Elfriede Penz, Pervez N. GhauriTo provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the…
Integrating qualitative and quantitative techniques in network analysis
Nicole E. CovielloThis article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data analysis, i.e…
A qualitative approach to investigating online strategic decision making
Birgit Weischedel, Sheelagh Matear, Kenneth R. DeansCompanies operating on the internet need appropriate metrics to make strategic marketing decisions. This paper applies established qualitative research methods to the online…
Market‐oriented resource management in customer relationships
Maria Anne Skaates, Veikko SeppänenTo model how resources and capabilities co‐evolved in a contract research provider's customer relationships and how this affected market orientation, and to develop hypotheses for…
Fieldwork and data collection in qualitative marketing research
Ian AlamThe purpose of this paper is to propose a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer…
ISSN:
1352-2752e-ISSN:
1758-7646ISSN-L:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Elina Närvänen