Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research.
Carson, D. and Coviello, N. (1996), "Qualitative research issues at the marketing/ entrepreneurship interface", Marketing Intelligence & Planning, Vol. 14 No. 6, pp. 51-58. https://doi.org/10.1108/02634509610131162Download as .RIS
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