Showing papers on "Qualitative marketing research published in 1998"

An Introduction to Qualitative Research

Abstract: PART ONE: FRAMEWORK Guide to this Book Qualitative Research: Why And How to Do It Qualitative and Quantitative Research Approaches to Qualitative Research Ethics of Qualitative Research PART TWO: THEORY IN QUALITATIVE RESEARCH Using the Existing Literature Theories Underlying Qualitative Research Texts as Data in Qualitative Research PART THREE: RESEARCH DESIGN Designing Qualitative Research The Qualitative Research Process Research Questions Entering the Field Sampling Triangulation PART FOUR: VERBAL DATA Collecting Verbal Data Interviews Focus Groups Using Narrative Data PART FIVE: DATA BEYOND TALK Collecting Data Beyond Talk Observation and Ethnography Visual Data: Photography, Film & Video Using Documents as Data PART SIX: QUALITATIVE DATA ANALYSIS Qualitative Data Analysis Transcription and Data Management Grounded Theory Coding Thematic Coding and Content Analysis Naturally Occuring Data: Conversation, Discourse, and Hermeneutic Analysis Using Software in Qualitative Data Analysis PART SEVEN: GROUNDING, WRITING AND OUTLOOK Quality of Qualitative Research: Criteria and Beyond Writing Qualitative Research State of the Art and the Future

Using Qualitative Methods in Organizational Research

Abstract: Offering a broad description of qualitative research, this book facilitates the integration of qualitative and quantitative methods in organizational research. It examines the methods and tactics for both generating and testing management theories, including guidelines for deciding whether to use qualitative methods and overviews of four specific research designs. It describes how qualitative data is collected and analyzed and when and how to quantitatively analyze qualitative data. The author articulates the critical roles for reliability and validity and in the final chapter offers conclusions and recommendations for writing articles that report qualitative studies.

Processes of a case study methodology for postgraduate research in marketing

Abstract: Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

Essentials of Marketing Research

Abstract: PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process: An Overview. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 11. Questionnaire Design. PART IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. PART V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables.

Essentials of Marketing Research

Abstract: THE NATURE AND SCOPE OF MARKETING RESEARCH A Decision-Making Perspective on Marketing Research Marketing Research in Practice The Marketing Research Process Research Design and Implementation DATA COLLECTION Secondary and Standardized Sources of Marketing Data Marketing Research on the Internet Information Collection: Qualitative and Observational Methods Information from Respondents: Issues in Data Collection Attitude Measurement Designing the Questionnaire Sampling Fundamentals DATA ANALYSIS Fundamentals of Data Analysis Hypothesis Testing Correlation Analysis and Regression Analysis APPLICATIONS Presenting the Results Applications of Marketing Research APPENDIX Table Procedure Glossary Index

Marketing Organization: An Integrative Framework of Dimensions and Determinants:

Abstract: While there is increasing interest in topics related to organization of the marketing function, there is relatively little research that relates marketing organization to the business unit’s environment. This paper, based on interviews in U.S. and German firms, explores how the organization and role of marketing varies across business contexts. After reviewing prior research and describing the methodology, we present a conceptual framework relating aspects of marketing organization to the business environment. We then draw on our field observations and prior research to describe variations and develop illustrative propositions for three organizational dimensions: (a) the structural location of marketing and sales groups, (b) the cross-functional dispersion of marketing activities, and (c) the relative power of the marketing sub-unit. We conclude with theoretical and managerial implications.

Positioning qualitative market research: reflections from theory and practice

Abstract: Discusses a number of important issues pertaining to the domain of qualitative market research. Attempts to define what qualitative research is about and discuss some of the difficulties involved in coming up with a clear definition of the qualitative paradigm. Suggests a number of issues relating to theory and practice that warrant the existence of a new journal devoted specifically to qualitative market research. Concludes with a discussion of validity and reliability in the context of qualitative research.

Relationship marketing effectiveness: The role of involvement

Abstract: The term relationship marketing has been used to describe a wide range of marketing tactics. In this article, three dimensions that may be used to categorize these tactics are identified: personalization, individualization, and continuity. Research is presented demonstrating that the effectiveness of each type of tactic is influenced by buyer involvement in the product category, although the nature of this influence differs by country and gender. This suggests that managers contemplating relationship marketing programs should consider buyer involvement levels, and that researchers studying relationship marketing effectiveness should control for this variable. © 1998 John Wiley & Sons, Inc.

Marketing Research: A Problem-Solving Approach

Abstract: An overview of marketing research sources of marketing research data tools for primary data collection data analysis issues in research management.

Marketing Research: An Aid to Decision Making

Abstract: AN OVERVIEW OF MARKETING RESEARCH. 1. Introduction to Marketing Research. 2. The Marketing Manager. 3. An Overview of the Marketing Research Process. GATHERING INFORMATION. 4. Exploring Environments via the Internet. 5. Secondary Data. 6. Developing a Research Design. 7. Primary Data: Qualitative and Observational Research. 8. Primary Data: Survey Research. 9. Attitude Measurement and Scaling Techniques. 10. Questionnaire Design. 11. Reliability and Validity. 12. Methods of Experimental Research. BASIC STATISTICS AND SAMPLING THEORY. 13. Fundamentals of Statistics. 14. Sampling. DATA PREPARATION AND ANALYSIS. 15. Preparation for Data Analysis. 16. Hypothesis Testing. 17. Chi-Square Distribution and other Nonparametric Tests. 18. Analysis of Variance. 19. Relationship Analysis. DATA COMMUNICATION. 20. Communicating the Results.

An Integrated Model for Ethical Decisions in Marketing Research

Abstract: While many models of ethical decision-making in marketing have been presented in the literature, no recent attempts have been made to explicitly account for ethical decision-making from a marketing research perspective. We present an ethical framework for marketing research, the various philosophies of ethics, and a few enduring marketing ethical decision-making models, thus laying the foundation for a descriptive model for ethics in marketing research. The authors then develop an integrated model of ethical decision-making that incorporates the perspectives of all parties involved in the process of making ethical marketing research decisions, the various philosophies, and external variables. The proposed model is compared with some of the models considered in the literature and illustrated with a marketing research application.

From transaction to relationship marketing: an investigation of managerial perceptions and practices

Abstract: Advocates of relationship marketing argue that its fundamental axioms explain marketing practice better thandothose of the transactional approach Five propositions about relationship marketing, which are based on a critique of the 'cornerstones' of the transactional approach, have been developed by Gronroos(1996) Gronroos also offers a sixth proposition regarding the label used to describe marketing activities This paper investigates how managers perceive the importance of these six propositions and the extent to which the propositions are supported in practice In addition, ideas for new propositions are generated To accomplish this, a cross-national study of 145 New Zealand and Canadian firms was conducted using amethod that combines participant observer cases, group decision support system data and a survey Based on the research findings, a number of conclusions are drawn for managers and future research

Marketing: Principles and Practice

Abstract: The revised edition of this standard textbook on marketing principles now provides a set of challenging specimen questions and a wide range of case studies, including several extended in-depth cases, with an appendix on how to manage a marketing project. Marketing theories and techniques are explained with an international perspective. The book seeks to prepare a solid foundation of learning for students of marketing. In addition, it provides a list of 100 useful website addresses.

Academics, practitioners and qualitative market research

Abstract: During the 1980s, market research practitioners and academic marketing researchers witnessed a growing interest in qualitative research. A review of the practitioner and academic literature on qualitative market(ing) research reveals the commonalities and the differences in the ways each group represents, thinks about and practices qualitative research. Areas where both groups might benefit from sharing ideas and information and from closer links generally are discussed.

Using Information Technology Effectively:: a study of marketing installations

Abstract: The use of information technology (IT) in marketing is clearly on the increase, with numerous studies proclaiming its benefits. Yet as usage increases, reports of the potential difficulties and barriers to using IT effectively and productively for marketing have also emerged. Against this background, we report one aspect of a major research programme examining the impact of IT on the marketing function: the factors associated with the effective implementation of IT. It is concluded that, while it is possible to identify a number of issues linked to the effective adoption of marketing IT applications, many of these issues can be ambiguous when examined in specific instances, and the complexity of contingent circumstances surrounding IT adoption means that broad-based prescriptions for success should be treated with caution. While much of the previous work in this area has focussed on surveys of senior managers, what is needed is more qualitative case-based research accessing a wider range of sources.

Marketing and the Fine Arts – Inventory of a Controversial Relationship

Abstract: This study concentrates in part on the market of fine arts. First, fine arts will be defined from a marketing point of view and peculiarities in the market of fine arts will be analysed empirically and theoretically. Certain aspects of marketing theory are discussed regarding their significance for the fine arts. Results of an empirical study of galleries and artists will be presented. It will be shown, whether and how artists are involved in marketing, how successful they are and what prerequisites to marketing the artists have.

Scientific Method, Marketing Theory Development and Academic vs Practitioner Orientation: A Review

Abstract: This article presents a critical review of two highly debated issues -- the metatheoretical underpinnings of marketing science, and academic versus practitioner orientation of marketing theory development. It identifies the major factors underlying these controversies, discusses their relevance for the development of marketing and argues that knowing the objectives of marketing and the ways to achieve them are more important than determining whether marketing is a science. The academics and practitioners are the two most important shapers of marketing knowledge who should pursue both basic as well as applied research and adopt contextually related methodological pluralism in their research efforts.

The benefits of using qualitative research.

Abstract: Qualitative research is a way of describing an event in its context and is useful for investigating complex, new or relatively unexplored areas. A central tenet of the qualitative approach is that researchers cannot be truly neutral or detached from data generation and analysis. Qualitative research values the experience of the research participant and can offer valuable insight into the settings and situations in which nurses work.

Codes of Ethics Among Corporate Research Departments, Marketing Research Firms, and Data Subcontractors: An Examination of a Three-Communities Metaphor

Abstract: Despite the importance of the interorganizational nature of the marketing research process, very little research has addressed how research organizations differ and how they affect each other in the conduct of ethical marketing research. The purpose of this study is to examine differences among three typical participants in the research process: corporate research departments, marketing research firms, and data subcontractors. These organizations were examined with respect to having and enforcing internal codes of conduct and the awareness and enforcement of external codes of conduct. By exploring these differences, this study should help marketing researchers better understand the relationships among participants in the research process. Understanding these differences is the first step toward controlling the potential for ethical conflict among research participants.

Viewpoint: international marketing studies ‐ time to break the English‐language strangle‐hold?

Abstract: Considers that mainly mono‐lingual marketing scholars in universities and business schools in the English‐speaking world may sometimes think that anything which is not produced in English is unlikely to be of notable theoretical or practical significance. Asserts that this is cultural myopia and intellectual self‐deception. In particular, identifies a problem of translating marketing terminology in former Eastern Bloc countries and Japan. Gives examples of translated words which do not convey the correct meanings because certain terms and concepts have not been absorbed into the national language or have different associations. Poses two challenges: how are we to account for such culturally diverse attitudes to the formal delineation and description of marketing; what is the implication for this diversity for the future evolution of international marketing studies?

Stereo 3D representations in postmodern marketing research

Abstract: In marketing and consumer research, the application of subjective personal introspection, or SPI, to the understanding of one’s own consumption experiences benefits from the representation of such self‐reflective insights in the most vivid and compelling manner possible. Toward the latter end, stereographic three‐dimensional images may deepen the marketing or consumer researcher’s ability to communicate with managers and other readers in a suitably forceful, engaging, and transparent way. Thus, three‐dimensional photographs in the form of stereo pairs may provide corroborative evidence for the interpretations suggested by SPI or other research approaches. In this, literally, stereo 3D displays enhance the vividness, clarity, realism, and depth of communication between marketing researchers and their audience. But beyond that, figuratively, three‐dimensional stereography also serves as a metaphor to capture the essence of operating on the edge, of attaining profound insights, or of pursuing creativity in the postmodern world of consumption‐oriented hyperreality.

Strategic marketing and clinical management in health care: a possible way forward

Abstract: This article examines and comments on the role of clinical directors in the NHS (UK), with specific reference to the relevance of a strategic marketing emphasis. It utilises qualitative methodologies to collect data from stakeholders ‐ in particular, clinical directors and other managers ‐ from two NHS trust hospitals. It examines the extent to which a marketing approach is applicable to clinical managers working in these two hospitals. It utilises a conceptual framework devised by Kottler and Andreason, to highlight whether a marketing approach is, in fact, utilised by these managers. It suggests that a strategic marketing approach (based upon relationships), remains relevant to clinical management, notwithstanding recent changes in government policy.

Rethinking the Principles of Marketing Course: Focus on Exchange

Abstract: Marketing educators agree that exchange is a core concept in marketing education. Nevertheless, exchange is virtually ignored in the principles of marketing course, while the 4 P’s and strategy model dominates the curriculum. This paper provides a new model for marketing education based on the established concept of exchange. The new model facilitates better integration of a broad variety of marketing phenomena in the course material and provides marketing educators with an outline for redesigning their introductory marketing classes to reflect the global marketplace.

Social Marketing and MARTIN: Tools for Organizing, Analyzing, and Interpreting Qualitative Data

Abstract: The purpose of this article is to discuss how the computer software program MARTIN and social marketing concepts (understanding the consumer perspective, exchange, marketing mix, and segmentation) were used as organizational, analytical, and interpretive tools for qualitative data. The qualitative data are from a case study on citizen participation in a health reform policy in British Columbia. The concept of broad-based public participation is fundamental element of health promotion and citizenship. There is a gap, however, between the promise and reality of citizen participation in health promotion. Emerging from the analysis was an understanding of the societal circumstances that inhibited or fostered participation. This article describes how the code-based, theory-building attributes of the MARTIN software facilitated a new conceptualization of participatory citizenship and generated new insights into understanding why some people participate and others do not.

Pre‐testing international press advertising: the need for informed consensus on methodology

Abstract: Focuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications. Examines how an informed decision could be made on the most appropriate research approach ‐ in particular the value of the concept of validity; and the strengths and weaknesses of qualitative and quantitative pre‐testing given the emotional nature of the product category, importance of branding and nature of advertising. These questions are addressed in this paper through focusing on the research needs for the “global campaign” as well as the need in Japan to evaluate the global campaign and an independently developed local campaign. In the case of Japan, Seagram’s management elected to examine two different research approaches ‐ qualitative and quantitative ‐ to address the question “how to effectively pre‐test international press advertising”. This exercise demonstrated that the two approaches produced seemingly contradictory findings. Reasons for this are discussed.

A Framework for International Marketing Ethics: Preliminary Considerations and Emerging Perspectives:

Abstract: Globalization is a major challenge not only for marketing, but also for marketing ethics. Is it possible to delineate a conceptual framework that helps identify some major issues in this unchartered field? This paper assumes that the development of such a framework needs both serious reflection on the very concept of marketing and a thorough exploration of universal ethical values. Among a number of competing concepts of marketing, those concepts seem preferable which go beyond a merely 'instru mental' or 'value free' understanding of marketing and are open to ethical questions. As for universal ethical values, it is proposed to start from four broad areas marketing is involved in: communication, people, culture and nature; and to explore major global reports and declarations (which reflect a certain global consensus) for ethical guidance. Four guidelines are identified. Furthermore, an attempt is made to combine the insights from the conceptual discussion of marketing with the ethical guidelines in order...