TY  - JOUR
AB  - 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.
VL  - 14
IS  - 6
SN  - 0263-4503
DO  - 10.1108/02634509610131162
UR  - https://doi.org/10.1108/02634509610131162
AU  - Carson David
AU  - Coviello Nicole
PY  - 1996
Y1  - 1996/01/01
TI  - Qualitative research issues at the marketing/ entrepreneurship interface
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 51
EP  - 58
Y2  - 2024/04/23
ER  -