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| Author: | Gummesson, E. |
| Title: | Qualitative research in marketing Road-map for a wilderness of complexity and unpredictability |
| Journal: | European Journal of Marketing
2005 : VOL. 39:3-4, p.309-327 |
| Index terms: | Marketing Marketing theory Methodology Qualitative research |
| Language: | eng |
| Abstract: | This article discusses and analyses three themes in qualitative research in marketing: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles. The paper ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology-in-use, interactive research. |
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