Qualitative Market Research: Volume 8 Issue 1


An International Journal

Table of contents

Analysing textual data in international marketing research

Rudolf R. Sinkovics, Elfriede Penz, Pervez N. Ghauri

To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the…

Integrating qualitative and quantitative techniques in network analysis

Nicole E. Coviello

This article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data…

A qualitative approach to investigating online strategic decision making

Birgit Weischedel, Sheelagh Matear, Kenneth R. Deans

Companies operating on the internet need appropriate metrics to make strategic marketing decisions. This paper applies established qualitative research methods to the…

Market‐oriented resource management in customer relationships

Maria Anne Skaates, Veikko Seppänen

To model how resources and capabilities co‐evolved in a contract research provider's customer relationships and how this affected market orientation, and to develop…

Fieldwork and data collection in qualitative marketing research

Ian Alam

The purpose of this paper is to propose a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer…

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Emerald Publishing Limited

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  • Dr Andrew Lindridge