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Qualitative research in marketing : what can academics do better?
Crick, James M. - In: Journal of strategic marketing 29 (2021) 5, pp. 390-429
Persistent link: https://www.econbiz.de/10012588437
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Brand meaning in higher education : leaving the shallows via deep metaphors
Wilson, Elizabeth J.; Elliot, Esi A. - In: Journal of business research : JBR 69 (2016) 8, pp. 3058-3068
Persistent link: https://www.econbiz.de/10011507915
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Handbook of qualitative research methods in marketing
Belk, Russell W. (contributor) - 2006
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed...
Persistent link: https://www.econbiz.de/10011851553
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Reviewing the marketing theory adoption journey for studies using QCA as a methodological approach : insights, gaps and agenda for future research
De Villiers, Rouxelle; Tipgomut, Pornchanoke - In: Australasian marketing journal 26 (2018) 4, pp. 317-337
Persistent link: https://www.econbiz.de/10011965433
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The evolution of marketing research
Morosan, Cristian; Bowen, John T.; Atwood, Morgan - In: International journal of contemporary hospitality management 26 (2014) 5, pp. 706-726
Persistent link: https://www.econbiz.de/10010395536
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Qualitative inquiry in marketing and consumer research
Sherry, John F.; Kozinets, Robert V. - In: Kellogg on marketing, (pp. 165-194). 2001
Persistent link: https://www.econbiz.de/10001612983
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Introduction to the special section on interpretive consumer research
Lee, Nick; Dobscha, Susan - In: European journal of marketing : EJM 48 (2014) 5/6, pp. 809-812
Persistent link: https://www.econbiz.de/10010388921
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Using triangulation and multiple case studies to advance relationship marketing theory
Stavros, Constantino; Westberg, Kate - In: Qualitative market research : an international journal 12 (2009) 3, pp. 307-320
Persistent link: https://www.econbiz.de/10003876984
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Qualitative Forschung: zwischen Wissenschaft und Kunst
Meyer, Anton; Raffelt, Ursula - In: Theorien und Methoden der Betriebswirtschaft : Handbuch …, (pp. 317-338). 2009
Persistent link: https://www.econbiz.de/10003877186
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Case Study Approach
Göbel, Fabian - In: Theorien und Methoden der Betriebswirtschaft : Handbuch …, (pp. 359-376). 2009
Persistent link: https://www.econbiz.de/10003877189