haku: @indexterm marketing theory / yhteensä: 244
viite: 19 / 244
Tekijä:Gummesson, E.
Otsikko:Qualitative research in marketing Road-map for a wilderness of complexity and unpredictability
Lehti:European Journal of Marketing
2005 : VOL. 39:3-4, p.309-327
Asiasana:Marketing
Marketing theory
Methodology
Qualitative research
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 257934
lisää koriin
SCIMA