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Article
Publication date: 9 September 2013

Constantine Andriopoulos and Stephanie Slater

The authors seek to show the extent and nature of qualitative research in international marketing in IMR (International Marketing Review) and then aim to understand and explain…

4495

Abstract

Purpose

The authors seek to show the extent and nature of qualitative research in international marketing in IMR (International Marketing Review) and then aim to understand and explain developments in this area. They explore the global coverage of extant qualitative work in IMR and reflect on the thematic focus, theoretical purpose, research design and transparency of methods prevailing in these studies.

Design/methodology/approach

The authors identify and content-analyze 79 qualitative international marketing-focused articles published in IMR from 1990 to 2010.

Findings

The analysis revealed several areas that can assist researchers in identifying gaps to be filled by future qualitative international marketing studies. These include: global coverage needs to be further developed; an increase in the number of comparative studies, yet insights from three or more countries remain scarce; extant qualitative studies seem to explore ten key themes; there is a growing trend in theory elaboration studies; interviews are still the most popular data collection method, yet the repertoire of methods is expanding; there is an upward trend in higher transparency in the description of data collection and analysis, but this needs further development.

Originality/value

The paper fosters the development of qualitative research in international marketing by: highlighting the value of qualitative research for advancing theory in this field; inspiring international marketing scholars to learn more about qualitative methods; and offering guidelines to researchers that seek to advance this field.

Details

International Marketing Review, vol. 30 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 31 January 2020

Dao Truong, Rose Xiaoming Liu and Jing (Jasper) Yu

This paper aims to examine mixed methods research (MMR) that appeared in eight tourism and hospitality journals (“Annals of Tourism Research”, “Tourism Management”, “Journal of…

3592

Abstract

Purpose

This paper aims to examine mixed methods research (MMR) that appeared in eight tourism and hospitality journals (“Annals of Tourism Research”, “Tourism Management”, “Journal of Travel Research”, “Journal of Sustainable Tourism”, “International Journal of Contemporary Hospitality Management”, “International Journal of Hospitality Management”, “Journal of Hospitality Marketing and Management” and “Journal of Hospitality and Tourism Research”) from 1998 to 2019.

Design/methodology/approach

This review paper was a mixed methods design and was conducted in three phases. In the first phase, a content analysis was performed to determine if each article could be classified as non-empirical, qualitative, quantitative or mixed methods. In the second phase, descriptive statistics was used to present the number and characteristics of MMR articles. In the third phase, the contributions of MMR to addressing particular issues in tourism and hospitality studies were investigated.

Findings

This study identified 753 mixed methods articles, wherein 482 articles (64%) were published in the chosen tourism publication outlets and 271 (36%) in the chosen hospitality publication outlets. MMR studies having a dominant focus on specific methods (459 articles; 61%) outnumbered those having an equal focus on the qualitative and quantitative parts (294 articles; 39%). In case one method was dominant, this was typically the quantitative. Sequential data collection was prevalent in most of the cases (94.2%). The contributions of MMR to addressing generic and specific research problems were also analyzed.

Originality/value

This is the first comparison of MMR in major tourism and hospitality journals.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 29 March 2013

Dominie Garcia and Julia C. Gluesing

The central purpose of the research presented in this paper is to synthesize the current state of the field in qualitative methods in international organizational change research…

8587

Abstract

Purpose

The central purpose of the research presented in this paper is to synthesize the current state of the field in qualitative methods in international organizational change research and to provide a call to researchers to use this type of methodology more frequently. The intent is to provide readers with an overview of how and when qualitative research methods should be used for investigating important theoretical and empirical questions in management research.

Design/methodology/approach

The authors developed several working hypotheses based on their own experiences in using an extensive array of qualitative methods in organizational change research. They coupled this with an extensive literature search to understand how these methodologies have been used to date. The findings from the literature search were analysed to uncover where there are gaps in the work and how organizational change and other management scholars can effectively use qualitative methods to advance their understanding of international change phenomena, given the unique questions and situations confronted in various contexts. The authors include an array of examples to show how qualitative research has been used to successfully test theories, uncover new phenomena, find connections between various situations, and provide a deep understanding of contextual influences on organizational change.

Findings

The authors' findings include several examples and ideas of how and when scholars can use qualitative methods to advance understanding of international change phenomena. This provides a much richer, deeper, and more nuanced understanding of many of the phenomena and issues under investigation by employing the more observational and human‐centric techniques available through the use of qualitative methods. Several of the implications of context are only observable through some of the qualitative methods discussed, such as ethnography, case studies, interviews, observations, and their respective analysis methods. Qualitative research can be employed successfully and fruitfully in organization studies' contexts to: help uncover new organizational phenomena; build and test theories of change; and create new methods that researchers can use specifically in international change studies.

Originality/value

The paper is the only one of its kind, bringing a cohesive and focused review of qualitative methods studies in international organizational change research. It provides readers and the field with a menu of ways to effectively use qualitative methods and a description of where and how to bring in these methods to answer questions and uncover new themes that are not effectively dealt with through the use of more commonly employed quantitative methods and analyses.

Details

Journal of Organizational Change Management, vol. 26 no. 2
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 19 October 2021

Alolote Amadi

This study demonstrates integration within a mixed-methods case study of construction phenomena, whilst ensuring reliability and validity. This is in view of the established…

Abstract

Purpose

This study demonstrates integration within a mixed-methods case study of construction phenomena, whilst ensuring reliability and validity. This is in view of the established philosophical challenges in theory generation, whereby qualitative and quantitative methods are underpinned by divergent, almost incompatible, paradigmic assumptions.

Design/methodology/approach

The study uses a sample case study research on the phenomenon of cost overruns, supported by a coherent flow of well-articulated philosophical arguments to idealise the logic of integration. Issues of reliability and validity were resolved along these lines, by incorporating applicable criteria from both the qualitative and qualitative strands. A detailed outline and rationalisation of the stepwise approach to achieving integration are provided, from the point of design conceptualisation, data collection, analysis and further down to theory generation.

Findings

The study generated two level-1 theories by collecting numerical data on cost overruns, geotechnical index parameters and textual data on the geotechnical practices. Another level-1 theory was generated in reflexive adaptation to unanticipated social constructs emerging from the qualitative data. All level-1 theories from the quantitative and qualitative strands were triangulated to yield two “level-2 theories”: A log-regression model and a cognitive map. The approach to integration is thus explanatory sequential, and concurrent (at the second stage of transformation in the generation of level-2 theories).

Research limitations/implications

The study empirically reinforces that ontological flexibility, achievable through the use of thoughtfully designed integrated mixed-methods case studies, permits the investigation of multidimensional construction phenomena in innovative ways, relevant to provide holistic theoretical and practice-based contributions.

Originality/value

The study practically signposts a bespoke stepwise approach to integration, in a mixed-methods case study of construction phenomena, against the contextual backdrop of its relative novelty and lack of studies delving in-depth into the theoretical nitty-gritty.

Details

Engineering, Construction and Architectural Management, vol. 30 no. 1
Type: Research Article
ISSN: 0969-9988

Keywords

Article
Publication date: 1 June 2021

Hossein Bakhshi, Hiwa Weisi and Nouroddin Yousofi

This paper explores the challenges of conducting qualitative research from ELT (English Language Teaching) Ph.D. candidates' perspectives.

Abstract

Purpose

This paper explores the challenges of conducting qualitative research from ELT (English Language Teaching) Ph.D. candidates' perspectives.

Design/methodology/approach

The participants of the study consisted of 30 Iranian Ph.D. students majoring in ELT. The semi-structured interview was employed to investigate the heart of experiences, issues and concerns of participants with regard to conducting qualitative research (QLR) challenges. To analyze the collected data, the recorded interviews were transcribed, and then the grounded theory approach was employed (Charmaz, 2006).

Findings

The results revealed that the major challenges of the participants consist of the credibility of QLR in ELT contexts, hermeneutic and fuzzy nature of QLR, qualitative data analysis and interpretation, publishing qualitative findings and the system of measuring professors' productivity.

Originality/value

The findings may help professors, mainly EFL ones, in research mentoring and developing research syllabi for graduate students. In addition, it may motivate Ph.D. candidates to employ QLR methods in their research studies. The pedagogical and theoretical implications of the study are discussed at the end of the paper.

Details

Journal of Applied Research in Higher Education, vol. 14 no. 3
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 17 January 2020

Aku Valtakoski

The purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the research…

3978

Abstract

Purpose

The purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the research topic, and how methodology affects the impact of papers published in JSM.

Design/methodology/approach

Based on citation data from Scopus, bibliometric methods are used to describe the methodological evolution of literature over the period 1987-2017. Indicator correlations and logistic regression are used to test the methodological predispositions of research topics. Negative binomial regression is used to test the impact of paper methodology on paper citations on 1,036 papers.

Findings

Qualitative research methods have remained relatively rarely used in JSM (7.5 per cent qualitative papers, 13.4 per cent mixed methods), with no major changes over the past 15 years. The variety of research methods has slightly increased in the latest years. There are considerable differences in the methodological predispositions of research topics. The methodology does not directly affect the impact of papers. However, use of mixed methods may positively affect paper impact. Papers focusing on conceptual development tend to be cited more.

Research limitations/implications

The review indicates that quantitative methods dominate research in JSM. However, future research challenges in service marketing research call for a reconsideration of the role of qualitative research for JSM. Findings point out that several research topics could benefit from further qualitative research.

Originality/value

Provides an overview of the latest development in research methodologies used in JSM, and direct statistical evidence on how paper methodology and other characteristics influence paper impact. Identifies areas for further qualitative research.

Details

Journal of Services Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 18 January 2011

Robert L. Harrison and Timothy M. Reilly

The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals.

34272

Abstract

Purpose

The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals.

Design/methodology/approach

This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals.

Findings

A total of 34 mixed method studies implemented data‐collection procedures sequentially (79 percent), eight implemented them concurrently (19 percent) and one combined both sequential and concurrent procedures (2 percent). On the whole, priority was skewed more toward quantitative strands, with 27 articles prioritizing quantitative data (63 percent), three articles prioritizing qualitative data (7 percent), and 13 articles prioritizing both equally (30 percent).

Research limitations/implications

It is clear that marketing scholars recognize the benefit of mixing qualitative and quantitative research; however, as a discipline we are not demonstrating knowledge of the mixed method literature or procedures, as only one article recognized or mentioned knowledge of mixed method procedures or cited mixed method research.

Practical implications

This study provides guidance for researchers in identifying design types appropriate for various rationales or research objectives and models of different design types that have been published in marketing journals. In addition, implications for designing mixed methods studies in marketing include highlighting the need for scholars to specifically address issues such as the timing and priority given to each data type (i.e. sequential or concurrent), and the integration (or mixing) of the both data types.

Originality/value

Until now, the role of mixed methods designs in marketing has not been the subject of formal examination. The delineation of the major forms in mixed method designs provides a framework for looking at such design types, which helps to provide more credibility to the field of marketing by providing examples of research designs that are substantially different than single strand studies.

Details

Qualitative Market Research: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 March 2020

Rebekah Russell-Bennett, Mark Scott Rosenbaum and Ryan McAndrew

This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing

1627

Abstract

Purpose

This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing (JSM) special issue on qualitative research in service-oriented research.

Design/methodology/approach

The authors performed a content analysis of 1,268 papers that were published in JSM (1987-2019). In addition, the authors had data that is held in JSM’s manuscript central submission portal.

Findings

The analysis shows that while there is a dominance of quantitative methods in the journal, the proportion of qualitative papers is growing. During 2014-2019, 83.4 per cent of submitted papers to JSM represented quantitative research and 14 per cent represented qualitative research; however, 75 per cent of accepted papers were quantitative and 25 per cent were qualitative/mixed methods. Thus, the proportion of published qualitative studies are increasing and have a higher chance of receiving an acceptance decision compared to quantitative studies. Additionally, the largest percentage of qualitative papers published in JSM derive from corresponding authors outside of North America.

Research limitations/implications

Service researchers who opt to use inductive research methods, which tend to use qualitative research, will not confront discrimination based solely upon the use of a research methodology among editors or reviewers at JSM.

Practical implications

JSM welcomes qualitative research that has rich practical implications.

Originality/value

This study is one of the first to provide authors with a detailed analysis and responses to the qualitative-quantitative debate in marketing.

Details

Journal of Services Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 March 1991

Phillip C. Wright and Gary D. Geroy

Qualitative information‐gathering techniques are focused on todetermine whether they can be adapted or adopted to support strategicgoal‐setting. Much of the literature suggests…

1040

Abstract

Qualitative information‐gathering techniques are focused on to determine whether they can be adapted or adopted to support strategic goal‐setting. Much of the literature suggests that if planning is based on information gathered and presented in a manner which managers can understand they are more likely to act on it, and, for this reason, qualitative rather than quantitative techniques are stressed here. Factors which are not amenable to numerate analysis but which are useful to the strategic planner, such as experience, judgement and intuition, are also isolated and analysed. An attempt is made to facilitate the use of qualitative data‐gathering methods and suggestions are made as to where particular techniques may prove beneficial, together with their limitations. Research, from a small (n = 20), in‐depth survey of small business owners/ managers in Canada, is included which shows that they do not use quantitative planning processes but that judgemental techniques were most widely used; in general, the less sophisticated the planning process the higher it would be ranked among the survey participants. The research from other surveys also shows that scientific mathematically based models often do not fit with small business organisational reality and that methodologies should be developed that integrate research into the decision‐making process.

Details

Leadership & Organization Development Journal, vol. 12 no. 3
Type: Research Article
ISSN: 0143-7739

Keywords

Article
Publication date: 12 August 2021

Nitish Singh, Mamoun Benmamoun, Elizabeth Meyr and Ramazan Hamza Arikan

There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this…

2219

Abstract

Purpose

There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this study synthesizes the past literature to present an overarching, yet adaptable, trustworthiness verification framework for assessing the rigor of various qualitative methods used in IM.

Design/methodology/approach

The paper draws on qualitative research from various disciplines. It uses content analysis to examine how trustworthiness is conceptualized in qualitative studies in International Marketing Review (IMR) from 2005 to 2019.

Findings

The analysis reveals that strategies to ensure rigor and trustworthiness of qualitative research in IMR are partially applied. There remain gaps in implementing quality criteria across the trustworthiness dimensions of credibility, transferability, dependability, conformability and ethics.

Research limitations/implications

This paper highlights the importance of incorporating strategies for assessing the quality of qualitative research in IM research. Since the analysis only focused on IMR, future research should explore and test the framework in other IM and business journals to reach a broader consensus in assessing qualitative studies' rigor.

Originality/value

IM researchers have yet to develop a consensus regarding broad criteria for assessing qualitative methods' reliability and validity. This paper is an attempt to fill this gap.

Details

International Marketing Review, vol. 38 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of over 88000