Prince, Melvin; Manolis, Chris; Tratner, Susan - In: Qualitative Market Research: An International Journal 12 (2009) 2, pp. 130-152
Purpose – The purpose of this paper is to provide a methodology by which qualitative analyses serve as rich source materials for discovery of theoretically cogent interrelations between latent variables. Design/methodology/approach – In an illustrative case, qualitative data are collected...