Purpose – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design/methodology/approach – The paper examines three...

Purpose – To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles. Design/methodology/approach –...