Showing papers on "Qualitative marketing research published in 1989"
Book•
01 Jan 1989
TL;DR: The life history of a qualitative research project an historical perspective group discussions the dynamics of small groups individual interviews projective tests and enabling techniques for use in market research current developments in qualitative research the analysis and interpretation process its not just what you say, its also the way you present it uses and abuses of qualitative research from a marketing viewpoint as mentioned in this paper.
Abstract: The life history of a qualitative research project an historical perspective group discussions the dynamics of small groups individual interviews projective tests and enabling techniques for use in market research current developments in qualitative research the analysis and interpretation process its not just what you say, its also the way you present it uses and abuses of qualitative research from a marketing viewpoint.
54 citations
TL;DR: In this paper, the authors consider employee perceptions of the interorganizational relationships that exist between three types of marketing research organizations and point out the importance of the relationships between opportunistic behavior, ethical climates, and ethical profiles in different types of research organizations.
36 citations
TL;DR: The authors report the findings of a study designed to elicit marketing educators' views regarding (1) the relative emphasis currently being placed on various conceptual content and experiential areas in the undergraduate introductory course; (2) the ideal level of emphasis that should be placed on each area; and (3) the desirability of a two-course sequence in the introductory marketing course.
Abstract: The introductory marketing course plays a key role in the marketing curriculum and in the curricula of other business maj}ors. This article reports the findings of a study designed to elicit marketing educators' views regarding (1) the relative emphasis currently being placed on various conceptual content and experiential areas in the undergraduate introductory course; (2) the ideal level of emphasis that should be placed on each area; and (3) the desirability of a two-course sequence in the introductory marketing course. Findings suggest that the concept of a two-course sequence has support among some marketing educators and that it should be carefully examined.
14 citations
TL;DR: In this article, the authors demonstrate how such an open-systems approach can and can be used in order to conduct productive research within the industrial marketing setting, and an empirical example of this approach is presented as well as the theoretical basis for the approach.
14 citations
TL;DR: Wang et al. as mentioned in this paper report on a survey that focuses on understanding the perception of marketing training in China and identify the perceived benefits and problems of Chinese managers in learning and applying marketing, and suggest how marketing educators can become more effective in enhancing the relevance of marketing concepts for China.
Abstract: With the introduction of China's modernization program, Chinese leaders have emphasized the development of managerial skills. With the increasing number of foreign educators participating in training managers in China, it is important that training efforts be effective. This study reports on a survey that focuses on understanding the perception of marketing training in China. Results identify the perceived benefits and problems of Chinese managers in learning and applying marketing, and suggestions regarding how marketing educators can become more effective in enhancing the relevance of marketing concepts for China are discussed.
12 citations
TL;DR: The marketing professoriate has changed dramatically over the last two to three decades, and it is apparent that changes have taken place in expected and idealized work-styles of marketing professors as discussed by the authors.
10 citations
TL;DR: Wilson as mentioned in this paper reviewed Qualitative Market Research: A Practitioner's and Buyer's Guide by W. Gordon and R. Langmaid, and found that it was a good read.
Abstract: Alan Wilson reviews Qualitative Market Research: A Practitioner's and Buyer's Guide by W. Gordon and R. Langmaid
9 citations
TL;DR: In this article, the benefits of adopting a historical perspective in teaching marketing are discussed, which involves both the historical "facts" and the techniques employed by historians, which can be particularly useful in areas unsuited to the application of scientific method.
Abstract: Growing interest in marketing history is providing a major new focus for marketing studies. This article examines the benefits of adopting a historical perspective in teaching marketing. This perspective involves both the historical "facts" and the techniques employed by historians, which can be particularly useful in areas unsuited to the application of scientific method. Suggestions are made for incorporating history into the marketing curriculum.
4 citations
TL;DR: A selection of Anbar abstracts on marketing research from the past three years are reviewed in this article, where marketing research is categorised into three sections: the application of techniques, marketing decision areas and the definition of market segments.
Abstract: A selection of Anbar abstracts on marketing research from the past three years are reviewed. Marketing research is categorised into three sections: the application of techniques, marketing decision areas and the definition of market segments. Current issues, trends and key developments are identified from contemporary writings and for the future it would appear that the research is entering a new period of transition.
TL;DR: A description of the major types of qualitative techniques is described, followed by a discussion of the basic principles that guide quahtative investigations, and applications of these techniques are addressed through the extensive use of examples.
Abstract: The distinction between qualitative and quantitative research extends beyond simple differences in the nature of how findings are presented. Qualitative techniques generate different and, in some cases, complementary data relative to quantitative methodologies and, as such, are particularly valuable tools in exploratory research. However, such techniques appear to be frequently overlooked, misapplied or dismissed as nonscientific by scholastic researchers. Thrs paper takes a practical look at qualitative techniques. Specifically, a description of the major types of qualitative techniques is @ven, followed by a discussion of the basic principles that guide quahtative investigations. Because these principles do not lend themselves well to dldactic study, applications of these techniques are addressed through the extensive use of examples. Finally, sampling and logistical considerations, together with analysis and reporting of qualrtative research, are addressed. This paper provides a starting point for a gr...