Purpose – The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach. Design/methodology/approach – The methodology combined qualitative research methods along with...

Purpose – The purpose of this paper is to draw on experience in supervising new researchers and the advice of other writers, to offer novice researchers, such as those engaged in study for a thesis, a pragmatic introduction to conducting research interviews. Design/methodology/approach –...