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Biographical research as a methodology for understanding entrepreneurial marketing
Fillis, Ian - In: International journal of entrepreneurial behaviour & … 21 (2015) 3, pp. 429-447
Persistent link: https://www.econbiz.de/10011342166
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Biographical research as a methodology for understanding entrepreneurial marketing
Fillis, Ian - In: International Journal of Entrepreneurial Behavior & Research 21 (2015) 3, pp. 429-447
entrepreneurial marketing using this approach. Design/methodology/approach – Five entrepreneurial marketers are assessed using … understanding of entrepreneurial marketing by utilising biographical research. This builds on the limited existing research in … a business is run using an entrepreneurial marketing approach. Biographical techniques succeed in addressing the need …
Persistent link: https://www.econbiz.de/10014770747
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Generative and case study research in quality management
Simon, Alan; Sohal, Amrik; Brown, Alan - In: International Journal of Quality & Reliability Management 13 (1996) 1, pp. 32-42
Argues that because of the many inherent weaknesses of traditional empirical research, generative and case study approaches may be more useful methodologies for conducting research on quality management. Outlines ways in which the generative research model builds conceptual frameworks from the...
Persistent link: https://www.econbiz.de/10014801040
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Methods for our madness
Shaffer, Roberta I. - In: The Bottom Line 13 (2000) 3
Persistent link: https://www.econbiz.de/10014686570
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Computer applications – a new road to qualitative data analysis?
Dembkowski, Sabine; Hanmer‐Lloyd, Stuart - In: European Journal of Marketing 29 (1995) 11, pp. 50-62
There have been several waves of calls for methodological pluralism in the marketing literature. However, there has … been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research.  …
Persistent link: https://www.econbiz.de/10014723148
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A comparison of two alternative interviewing techniques used within an integrated research design: a case study in outshopping using semi‐structured and non‐directed interviewing t...
Jarratt, Denise G. - In: Marketing Intelligence & Planning 14 (1996) 6, pp. 6-15
Notes that many authors have supported the value of integrating qualitative and quantitative approaches within a research design to address research questions that aim both to develop or extend theory and test its application. Presents research which explores two alternative approaches to...
Persistent link: https://www.econbiz.de/10014946545
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“I don’t know much about art, but I know what I like”: resonance, relevance and illumination as assessment criteria for marketing research and scholarship
Halliday, Sue - In: Marketing Intelligence & Planning 17 (1999) 7, pp. 354-362
Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico … frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting … frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of …
Persistent link: https://www.econbiz.de/10014946680
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Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm
Healy, Marilyn; Perry, Chad - In: Qualitative Market Research: An International Journal 3 (2000) 3, pp. 118-126
, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria …: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological … will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance …
Persistent link: https://www.econbiz.de/10014986998
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Share of Heart: What is it and How can it be Measured?
Day, Ellen - In: Journal of Consumer Marketing 6 (1989) 1, pp. 5-12
knowledge is essential to marketing managers.  …
Persistent link: https://www.econbiz.de/10014849435
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Managing Beauty – Products and People
Langmeyer, Lynn; Shank, Matthew - In: Journal of Product & Brand Management 3 (1994) 3, pp. 27-38
Uses a qualitative research method (depth interviews) to examine the multidimensionality of beauty and then uses a quantitative research technique (factor analysis) to propose a scale to measure beauty. Based on the results from these procedures, concludes that beauty is certainly more than skin...
Persistent link: https://www.econbiz.de/10014896420