Showing papers on "Qualitative marketing research published in 1997"
TL;DR: In this article, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice.
Abstract: The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in the literature, resulting in frustration for both researchers and practitioners. Therefore, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice. From this scheme, the authors identify two ‘perspectives’ of marketing, which encompass four distinguishable ‘types’ of marketing. Implications for future research in the area are discussed.
309 citations
TL;DR: The qualitative assessment of scholarly journals plays an important role in promotion and tenure decisions, recognition, scholarly dialogue, and the contribution to the knowledge base of marketing as mentioned in this paper, and the results of this study can be used by various marketing faculty constituencies to aid in evaluating publication importance via their selected reference groups.
Abstract: The qualitative assessment of scholarly journals plays an important role in promotion and tenure decisions, recognition, scholarly dialogue, and the contribution to the knowledge base of marketing. To aid marketing faculty and administrators in this assessment, the latest perceptions among marketing faculty regarding the relative hierarchical positioning of scholarly marketing journals are reviewed. Besides the overall ranking, the study segments journals along two dimensions: AACSB- / non-AASCB-accredited institutions (American Assembly of College Schools of Business) and marketing doctorate- / non-doctorate-granting institutions. The results of this study can be used by various marketing faculty constituencies to aid in evaluating publication importance via their selected reference groups.
308 citations
201 citations
Book•
01 Jun 1997
TL;DR: The Nature of Marketing Research, Planning the Research Project, and Applied Marketing Research: Business-to-Business Services and Internal Marketing.
Abstract: Preface 1. The Nature of Marketing Research 2. Planning the Research Project 3. Secondary Data 4. Sampling 5. Surveys 6. Measurement and Scaling 7. Questionnaires 8. Qualitative Research 9. Observations and Experiments 10. Quantitative Data Analysis 11. Qualitative Data Analysis 12. Reports and Their Presentation 13. Applied Marketing Research 14. Marketing Research Settings: Business-to-Business Services and Internal Marketing 15 Global Marketing Research 16. Marketing Decision-Support System Further Case Glossary Bibliography Index
156 citations
TL;DR: The authors argue that although qualitative methods now enjoy wide legitimacy among organizational researchers, there are still times when it is best to conceal or downplay the role that qualitative data played in developing an author's ideas, and that treating qualitative research as a closet rather than an open activity may help authors write papers that flow better, are more convincing, and are more readily accepted for publication.
Abstract: This essay asserts that, although qualitative methods now enjoy wide legitimacy among organizational researchers, there are still times when it is best to conceal or downplay the role that qualitative data played in developing an author's ideas. I identify four circumstances where treating qualitative research as a closet rather than an open activity may help authors write papers that flow better, are more convincing, and are more readily accepted for publication. These circumstances are when weak qualitative data lead to good insights, when describing the qualitative research reduces the quality of the writing, when an outlet does not publish “empirical” papers, and when writing for an audience that remains biased against qualitative research. I illustrate these points primarily with my own closet qualitative research, but also draw on Cialdini's writings on the qualitative inspiration for his experimental research and discussions with colleagues about how they have used closet qualitative research.
120 citations
Book•
15 Sep 1997
TL;DR: In this paper, the authors present a case study of marketing behavior in terms of consumer psychology and a theory of consumer situation, which they call the "science of behaviour in marketing".
Abstract: PART 1: INTRODUCTORY - Only Diverge - PART 2: THE BEHAVIOUR OF CONSUMERS' ATTITUDES - Marketing's Attitude Problem - Why Not Try Behaviour? - PART 3: BEHAVIOURAL SCIENCE IN MARKETING - A Science of Behaviour - A Theory of Consumer Situation - PART 4: WHAT MARKETING DOES - The Marketing Firm - Case Studies of Marketing Behaviour - Marketing Relationships - References
104 citations
TL;DR: In this paper, a review of practices of marketing towards ethnic minorities reveals several perspectives on the importance of ethnic minority consumers in American society, and the role of ethnic minorities in the marketing process.
Abstract: Recent demographic changes indicate the increasing importance of ethnic minority consumers in American society. A Review of practices of Marketing towards ethnic minorities reveals several perspect...
97 citations
TL;DR: Issues of evaluation, analysis, and even ethical issues often differ somewhat from quantitative research and the potential value of qualitative methods for research related to genetic counseling are discussed.
Abstract: Because of its potential for capturing complexity and process and its focus on communicating the meaning in human action, qualitative research is rapidly gaining acceptance in a wide variety of disciplines Various qualitative approaches to research support its potential usefulness in genetic counseling research Formulation of research questions and selection of appropriate qualitative methods are the first step Interviewing, narrative analysis, focus groups, ethnography/participant observation, and participatory action research are only some of the most popular techniques that may be suitable in various situations Processes of evaluation, analysis, and even ethical issues often differ somewhat from quantitative research This article discusses these issues and the potential value of qualitative methods for research related to genetic counseling
86 citations
Journal Article•
TL;DR: The authors discusses the existing and potential linkages between qualitative research and disaster research and identifies both problems and the potential of qualitative disaster research, including expanding data collection methods, nurturing the next generation of qualitative researchers, and latching onto rapidly developing computing technologies for qualitative research.
Abstract: This paper discusses the existing and potential linkages between qualitative research and disaster research. It begins by considering recent trends in qualitative research relevant to disaster studies and lists misconceptions which readers should peruse before passing judgment on qualitative research. The recent trends will likely influence qualitative disaster research, especially in the areas of data analysis and writing. The paper also identifies strong linkages between qualitative and disaster research, and the unusual opportunities qualitative researchers have enjoyed within disaster research. Beyond these linkages, this essay also identifies both problems and the potential of qualitative disaster research, including expanding data collection methods, nurturing the next generation of qualitative disaster researchers, and latching onto rapidly developing computing technologies for qualitative research. The author concludes with a "wish list" for future qualitative disaster research. Language: en
75 citations
TL;DR: In this paper qualitative techniques have taken firm root in nursing research generally and are of growing importance in research undertaken by nurse educators, and non-positivist research is discussed.
58 citations
Book•
01 Jan 1997TL;DR: The Marketing Research Guide is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process, as well as for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques.
Abstract: The Marketing Research Guide carries you step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give you insight into the tools and techniques of marketing research. Essential concepts are presented clearly yet concisely, enabling marketing professionals to refer to this book over and over again.The Marketing Research Guide was chosen for Choice's 34th annual Outstanding Academic Books (OAB) list. This prestigious list includes books reveiwed in Choice during 1997 that meet the selection criteria of excellence in scholarship and presentation; significance in regard to other literature in the field; and recognition as an important, often the first, treatment of a specific subject in print or electronic format.To facilitate the use of The Marketing Research Guide as a text for courses in marketing research, the authors have designed a comprehensive, 250-page instructor's manual. Its sample syllabus, suggestions and formats for marketing research projects, sample test questions, and guidelines for students conducting assignments will help professors as they guide their students to an understanding of the role of information in decisionmaking and the techniques involved in acquiring information for marketing decisions.With its broad overview of marketing research, The Marketing Research Guide takes you systematically through the research process, from design to execution. Along the way, you will learn about: decision-making information, planning, and forecastingtest marketingdeveloping valid and reliable measurement instrumentsdata-collecting methodsdesigning a questionnairedetermining sampling frame and selecting sampling methoddata-summary methods and research reportsmail survey design and mailing proceduresfull product testing techniques and proceduresA complete, 250-page Instructor's Manual--that includes a sample syllabus, assignments, and 75 transparency masters--accompanies the book. Multiple choice and true/false questions at the end of each chapter help you develop outlines of your own marketing research projects, while the appendices provide examples that help you visualize what your own reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas--a quality sure to be appreciated by marketers and students ambivalent toward mathematics. The Marketing Research Guide is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process, as well as for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques.
TL;DR: In this article, the authors provide a cultural perspective on the organisational processes through which products with substantial ethical dimensions are developed and marketed, and illustrate the tactics that executives adopt in securing support and commitment for activities aimed at the marketing of ethical products.
Abstract: This paper seeks to provide a cultural perspective on the organisational processes through which products with substantial ethical dimensions are developed and marketed. Drawing on qualitative research analysing one company's attempts to implement green marketing initiatives, the author illustrates the tactics that executives adopt in securing support and commitment for activities aimed at the marketing of ethical products. The emergent themes — image making, moral framing and narrative surfing — are considered to be important explanatory variables in understanding the internal dynamics of the marketing of ethical products. Moreover, they appear to provide considerable insight into the strategic and tactical choices made by organizations in implementing marketing plans in the marketplace.
TL;DR: This paper surveyed marketing academicians and practitioner members of the American Marketing Association who designated international marketing as a field of interest and compared and con- ferented international marketing fields of interest.
Abstract: The authors surveyed marketing academicians and practitioner members of the American Marketing Association who designated international marketing as a field of interest. This study compares and con...
TL;DR: Qualitative techniques have taken firm root in nursing research generally and are of growing importance in research undertaken by nurse educators, but there is a great deal of confusion about the nature of the data which are produced by qualitative research, the way such data must be handled, and the use to which such data can be put.
TL;DR: In this article, the authors report the results of a qualitative study which identifies the issues which are appropriate for consideration within a UK context and propose an integrative model of privacy and its antecedent variables as a foundation for further research.
Abstract: The rise of direct and database marketing has been well documented. There have also been some discussions of the parallel rise in consumer concerns with regard to the industry. Much of what has been written has been within a US context and there is a clear need to investigate the extent to which these issues also concern UK consumers. This paper reports the results of a qualitative study which identifies the issues which are appropriate for consideration within a UK context. The results of qualitative group discussions are discussed and supported by the broader literature review. Additionally, the paper proposes an integrative model of privacy and its antecedent variables as a foundation for further research.
TL;DR: Experiential learning typically is incorporated at the end of most marketing curricula as discussed by the authors, and can be effectively incorporated earlier into the marketing curriculum, i.e., into a Pri...
Abstract: Experiential learning typically is incorporated at the end of most marketing curricula. Can experiential learning be effectively incorporated earlier into the marketing curriculum, i.e., into a Pri...
TL;DR: In this paper, the authors used a 3-year industrial manufacturing case study to examine the implementation of marketing planning and consider the role which internal partnerships play in implementing marketing planning, and they found that internal relationships play a vital role in the planning process.
Journal Article•
TL;DR: In this article, the authors discuss the importance of the internet and experiential learning in the principles of marketing setting and propose several internet-related exercises that synchronize with Principles of Marketing topics.
Abstract: This paper discusses the importance of the internet and experiential learning in the Principles of Marketing setting. From this foundation, the authors propose several internet-related experiential exercises that synchronize with Principles of Marketing topics. Specifically, activities are offered for market segmentation, new product development, marketing channels, wholesaling, international marketing, business to business marketing, retailing, advertising and ethics.
TL;DR: A discussion on including qualitative research methods in the public administration curriculum led to the development of this symposium as mentioned in this paper, which embraced different forms of qualitative research -case studies approached from an "objectivist" perspective, interpretive experiences, action research, and non-positivistic, post-modern narrative analysis.
Abstract: A discussion on including qualitative research methods in the public administration curriculum led to the development of this symposium. Qualitative research goes beyond “non-quantitative” to consider interpretive, non-positivistic and post-modern research. Submitted manuscripts reflect the wide variation in what qualitative methods are and how they are practiced in the study of public administration. This symposium embraces different forms of qualitative research-- case studies approached from an “objectivist” perspective, interpretive experiences, action research, and nonpositivistic, post-modern narrative analysis. Each author included detail about the methodology, in line with prescriptions to judge research quality with information on the process of research. Left for future considerations are such issues as the standards to be applied to such studies and how these research processes are best taught, learned and practiced.
01 Jan 1997
TL;DR: In this article, a theoretical framework of relationship marketing analysis from a system perspective is presented. Based on the previous work (Beloucif, 1995), it is an attempt to identify the major dimensions of auditor-client relationship.
Abstract: The aim of this paper is to produce a theoretical framework of relationship marketing analysis from a system perspective. Based on the previous work (Beloucif, 1995), it is an attempt to identify the major dimensions of auditor-client relationship.