Showing papers on "Qualitative marketing research published in 2004"
TL;DR: The authors reviewed a large number of articles that derive from qualitative research on leadership that were published prior to 2004 in peer-reviewed journals and found that qualitative research has made some important contributions to certain areas of leadership, such as the role of leaders in the change process, but it is sometimes not as distinctive when compared to quantitative research, as might be supposed.
Abstract: This article reviews a large number of articles that derive from qualitative research on leadership that were published prior to 2004 in peer-reviewed journals. The article then goes on to examine critically but appreciatively the ways in which qualitative research on leadership is and is not distinctive. This review shows that while qualitative research has made some important contributions to certain areas of leadership, such as the role of leaders in the change process, it is sometimes not as distinctive, when compared to quantitative research, as might be supposed. The piece also examines studies that combine quantitative with qualitative research. The different ways in which the two approaches are combined is a particular emphasis in this examination. In addition, the article explores the issue of whether the corpus of research that has been accumulated by qualitative researchers can be combined with that of quantitative researchers. A central ingredient of the discussion of qualitative research is the tendency for many researchers not to build sufficiently on the studies of leadership conducted by others. It is argued that giving greater attention to this issue will allow the contributions of qualitative research on leadership to become clearer.
605 citations
TL;DR: In this article, an evaluative tool for qualitative studies was developed, reflecting the uniqueness of the associated paradigm, and illustrates its use by reference to three qualitative research papers appraised within a systematic review of community-based rehabilitation services.
Abstract: Critical appraisal of research studies forms a central role within the application and uptake of evidence‐based approaches within health and social care. While there are established checklists for evaluating quantitative research, this is not the case for qualitative research. This article outlines the process of developing an evaluative tool for qualitative studies, reflecting the uniqueness of the associated paradigm, and illustrates its use by reference to three qualitative research papers appraised within a systematic review of community‐based rehabilitation services. At its centre are concerns with the context of the study and the way the data are collected and analysed. Use of such an evaluative template opens the way for the quality of qualitative research to be judged in a systematic manner and for qualitative research to take its rightful place within debates over what works, where, when and how within health and social care policy and practice.
205 citations
01 Nov 2004
TL;DR: An overview of the methodological principles that underpinqualitative research and how these principles differ from those of quantitative research is provided, intended to set the scene for the following papers that outline two specific approaches to the analysis of qualitative data.
Abstract: The present paper provides an overview of the methodological principles that underpin qualitative research and how these principles differ from those of quantitative research. It is intended to set the scene for the following papers that outline two specific approaches to the analysis of qualitative data. Within the tradition of qualitative research there are many different theoretical perspectives, of which these approaches are only two examples, but they need to be set within this broader tradition in order to highlight their specific features. Qualitative and quantitative research differ from each other in far more than their methods and data. They are each based on very different premises about both the nature of the world and the nature of our knowledge of it and how this information is generated. These approaches have implications for all aspects of research strategy, including the assessment of the quality of research findings and their wider utility or application. In relation to the latter, lack of detail in the reporting of qualitative research and small sample sizes has tended to create the impression that the findings of qualitative research have little application outside the particular research setting. While there is need for more rigor in reporting, it needs to be recognized that qualitative research can offer insights and understandings with wider relevance, although these outcomes are of a different type from those provided by quantitative research.
154 citations
TL;DR: A framework to describe the process of conducting community-based qualitative research is presented as a series of interrelated acts called asking, witnessing, interpreting, and knowing to help community researchers to more fully conceptualize, understand, and engage in the practice of qualitative research.
Abstract: We present a framework to describe the process of conducting community-based qualitative research. Qualitative research activities are presented as a series of interrelated acts called asking, witnessing, interpreting, and knowing. Each act in the research process is described in terms of current qualitative research practices, and illustrated with examples from our own research projects on families with schizophrenia and men's mutual support and batterer intervention groups. We critically examine the assumption that qualitative research serves to reveal or amplify the voices of participants. We examine connections between qualitative research and social change and describe the use of qualitative research to not only empower marginalized groups, but also to critique and transform privileged groups. The framework is intended to help community researchers to more fully conceptualize, understand, and engage in the practice of qualitative research.
152 citations
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TL;DR: A comprehensive theory of entrepreneurial marketing is still lacking as discussed by the authors, as the status quo of research cannot be accessed without major efforts, and this situation proves to be a major hurdle for further advances.
Abstract: Marketing is considered to be of utmost importance for the success of new ventures. Therefore, research on entrepreneurial marketing has increased considerably since the late 1980s. Its findings are varied and vibrant, yet also large and extremely fragmented, and a comprehensive theory of entrepreneurial marketing is still lacking. This situation proves to be a major hurdle for further advances, as the status quo of research cannot be accessed without major efforts. To help researchers and lecturers synthesize the growing body of knowledge, this paper brings together and reviews important research findings in entrepreneurial marketing. Thus, the paper creates a much needed map of the field, making this highly relevant topic readily accessible. Furthermore, the paper provides directions for future research, showing that many key questions of this field (e.g., various strategies and tactics of low-cost marketing) must be explored more thoroughly.
138 citations
TL;DR: This paper reviewed marketing research published in selected hospitality and tourism journals for the period of 2002-2003 and concluded with general suggestions for future tourism and hospitality marketing research, including industry specific current trends and issues that dictate immediate research attention.
135 citations
TL;DR: This paper conducted a qualitative study of social enterprises in the UK and found that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not-for-profit orientation and challenges posed by social exclusion impact on their marketing activities.
Abstract: This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities of social enterprises and consider the extent to which these can be described as “entrepreneurial”. This discussion suggests that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not‐for‐profit orientation and challenges posed by social exclusion impact on their marketing activities.
121 citations
TL;DR: In this paper, the authors provide a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools and provide an analysis of the limitations of the current research and discuss future directions for research on school marketing.
Abstract: This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent to the current review the topics of: marketing perceptions, marketing planning, marketing strategies and promotion are discussed. The paper concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.
114 citations
01 Jan 2004
TL;DR: In this paper, the authors present marketing research concepts in a highly applied and managerial way, suitable for a one-semester course course in marketing research, and two of the authors are from Australian universities.
Abstract: A lively, practical and concise text suitable for a one-semester course course in marketing research this book presents marketing research concepts in a highly applied and managerial way. Two of the authors are from Australian universities.
112 citations
TL;DR: In this article, the authors present a broad definition of action research in marketing and draw four implications from the articles within this special issue about how action research can be done in marketing.
Abstract: Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a theory that extends beyond the particular situation that is being action researched to other situations.. The three sections of this commentary include: definition of traditional action research, action learning and case research. Second, drawing of four implications from the articles within this special issue about how action research can be done in marketing. Finally, presents a broad definition of action research in marketing.
TL;DR: In this article, consumer research can help companies identify where and how they should position their product or service in a global market, and can also help society itself by identifying its citizens concerns and linking these, via a "good cause" or "community service", to a company that will contribute to the consumers own welfare, community, or global enhancement.
Abstract: Cause‐related marketing is expanding worldwide, but few countries appear to have research data about consumer opinions regarding the subject. Consumer research can help companies identify where and how they should position their product or service in a global market. Consumer research can also help society itself by identifying its citizens concerns and linking these, via a “good cause” or “community service”, to a company that will contribute to the consumers own welfare, community, or global enhancement. Data from various countries highlight two different aspects in relation to consumer opinions: globally consumers expect businesses to support “good causes”; and the causes consumers wish to see supported appear to be influenced by country specific factors. The drive for businesses to look more closely at their corporate social responsibility has been gaining momentum and existing consumer research suggest cause related marketing may provide a valuable strategy to meet these expectations.
TL;DR: In this paper, a cross-cultural consumer behavior research framework is proposed to understand the effects of globalization and fragmentation, including the environment, identity, wellbeing, and market structure and policy.
Abstract: To understand the effects of globalization and fragmentation, macromarketing scholars need insights about links between individual consumer behavior and societal outcomes. The challenge in this regard is to create a program of macrooriented cross-cultural research. This article offers a crosscultural consumer behavior research framework for this purpose. The framework encompasses four key areas of consumer behavior that are related to the forces of globalization and fragmentation, including the environment, identity, wellbeing, and market structure and policy. A discussion of these substantive areas is followed by a suggested macro- microoriented research agenda and a call for paradigm plurality in pursuing this agenda.
TL;DR: In this paper, the relevance of academic research to management practice in the field of business-to-business marketing has been investigated in a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative survey of eight academic researchers.
Abstract: This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business‐to‐business marketing. These studies comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business‐to‐business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored.
TL;DR: The academic/practitioner divide in marketing is very evident in marketers' real world problems of accountability as discussed by the authors, which raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem.
Abstract: The academic/practitioner divide in marketing is very evident in marketers’ real world problems of accountability. Empirical research reported in this paper reveals senior non‐marketers perceive marketers to be “unaccountable, untouchable, slippery and expensive” and this is further reflected in the domain literature. Exploration of the issues raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem. Since the 1960s, many tools have been developed and used by marketing educators, academic researchers and consultants that should have helped practitioners to become more accountable; yet something appears to have gone wrong. This paper synthesizes the most recent literature in these areas, contends that accountability is imperative to avoid the marginalization of marketers and proposes an agenda for further research to close the academic/practitioner divide.
TL;DR: An alternative course structure that joins learning key marketing concepts to creative problem solving and benefits from the convergent-divergent-convergent (CDC) process both through the discovery of what is well-established marketing knowledge and through creative learning to solve practical problems continually in flux.
Abstract: In this conceptual article, the authors describe an alternative course structure that joins learning key marketing concepts to creative problem solving. The authors describe an approach using a convergent-divergent-convergent (CDC) process: key concepts are first derived from case material to be organized in a marketing matrix, which is then used as the platform for creation of a marketing plan through various forms of creativity resulting in four maps developed through mind mapping, the technique of focus for divergent thinking in this article. Finally, the matrix format returns to summarize the key concepts, models, and major decisions identified during the first two phases. The student benefits from theCDCprocess in learning marketing both through the (re)discovery of what is well-established marketing knowledge and also through creative learning to solve practical problems continually in flux.
TL;DR: This paper found that almost half of the respondents believe that marketing is a bad business practice, and nearly one-fourth thought that marketing was a poor career choice, while the rest thought it was a good career choice.
Abstract: Students were surveyed to determine their beliefs and expectations prior to taking their Principles of Marketing class. The students were surveyed on the first day of class before any introduction to the course. The students were asked eight open-ended questions to determine their knowledge and awareness about marketing as a field of study. The results indicated that students believe marketing comprises selling, advertising, and promotion. Almost half of the respondents believe that marketing is a “bad business practice,” and nearly one-fourth thought that marketing was a poor career choice. Recommendations are provided for how to address student misconceptions and beliefs about marketing.
TL;DR: In this paper, the authors present a perspective on enhancing the relevance and rigour of research in marketing, taking the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status.
Abstract: There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status. Emphasis is placed on identifying a number of “hot” topics worthy of future investigation, accomplished by a brainstorming workshop involving a large number of distinguished marketing professors. Areas identified were global marketing strategy, consumer behaviour and marketing strategy. It is hoped that the identification and discussion of these topics will spark greater research on fundamental marketing issues, and that the allied explication of research rigour will likewise enhance the efficacy of research in marketing.
TL;DR: The paper describes an adaptation of the research design termed analytic induction to the complex, multi‐propositional theory common in action research, and indeed in much qualitative management research.
Abstract: A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case research approaches. The paper focuses on solutions to two practical methodological problems: how to analyse action research data in as rigorous a way as possible; and how to minimise the biases which can arise from the action researcher's dual role as participant and observer. In particular, the paper describes an adaptation of the research design termed analytic induction to the complex, multi‐propositional theory common in action research, and indeed in much qualitative management research. The findings of the study itself are also reported briefly.
TL;DR: This article found that students leave the typical Principles of Marketing class with lowered perceptions and attitudes regarding the marketing discipline, and a straightforward pedagogical approach to reversing this outcome is demonstrated, which is contrary to expectations.
Abstract: Many marketing departments have experienced decreasing enrollments in marketing courses and difficulty recruiting students into the marketing major. This article examines and validates the Principles of Marketing class as significantly influencing students’ overall perceptions of and attitudes toward marketing and the pursuit of marketing as their major or minor field of study. Contrary to expectations, the authors find that students leave the typical Principles of Marketing class with lowered perceptions and attitudes regarding the marketing discipline. A straightforward pedagogical approach to reversing this outcome is demonstrated.
TL;DR: In this paper, a framework for marketing management practice, pedagogy, and theory development, grounded in a set of basic questions important to marketing practitioners and scholars, is prop osed.
TL;DR: The authors examined the reasons behind marketing majors' decision to select marketing as a major, where students have the option to select more than one major toward their undergraduate degree, and found that marketing is the most popular first-choice major for Australasian marketing majors.
Abstract: This research examines the reasons behind marketing majors’ decision to select marketing as a major, where students have the option to select more than one major toward their undergraduate degree. Results of surveys conducted at two universities, one in Australia and one in New Zealand, provide some new findings as well as extending findings from earlier studies. This research complements existing studies on the topic by providing empirical evidence from Australasia. The results also suggest that marketing is the most popular first-choice major for Australasian marketing majors.
TL;DR: This paper describes how a simple qualitative market research technique using a projective device called a bubble drawing can be used as a useful feedback device to gain an understanding of students' views of the teaching effectiveness of a market research lecture.
Abstract: This paper describes how a simple qualitative market research technique using a projective device called a bubble drawing can be used as a useful feedback device to gain an understanding of students' views of the teaching effectiveness of a market research lecture. Comparisons are made with feedback gained from teaching observations and insights drawn from this. Some areas for further research are suggested.
TL;DR: The Journal of Marketing Theory and Practice (JMTP) as mentioned in this paper is a journal dedicated to the development of marketing theory and practice, and it has been published from 1999 to 2004.
Abstract: This paper offers a unique retrospective on the development of the Journal of Marketing Theory and Practice. The journal is introduced and discussed, the articles published in JMTP from 1999 to 2004 are analyzed and discussed and the articles for this special issue are introduced.
TL;DR: This paper presents a novel approach for conducting online marketing research based on several concepts such as active learning, matched control and experimental groups, and implicit and explicit experiments that enable rapid, systematic, and cost-effective marketing research.
Abstract: Marketing decisions are typically made on the basis of research conducted using direct mailings, mall intercepts, telephone interviews, focused group discussion, and the like. These methods of marketing research can be time-consuming and expensive, and can require a large amount of effort to ensure accurate results. This paper presents a novel approach for conducting online marketing research based on several concepts such as active learning, matched control and experimental groups, and implicit and explicit experiments. These concepts, along with the opportunity provided by the increasing numbers of online shoppers, enable rapid, systematic, and cost-effective marketing research.
TL;DR: In this paper, a conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn, identifying learning and marketing orientations as components to marketing strategy making.
Abstract: A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for organization analysis and development. The conceptual model of the relationship between learning orientation, market orientation and marketing strategy making will lead to a diagnostic model. The diagnostic model can be used as a tool to assess where an institution is now, and what needs to be addressed, in order to bring about change and move the institution toward marketing strategy making.
TL;DR: In this paper, an experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style, which allows instructors to use an auction project to illustrate specific principles of marketing concepts as a living case study.
Abstract: This article presents an effective course supplement for Principles of Marketing classes. An experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style. A number of learning points are illustrated that allow instructors to use an auction project to illustrate specific Principles of Marketing concepts as a living case study. Emphasis in the present context is given to the illustration of the marketing mix, consumer behavior, ethics, e-marketing, and marketing research topics. An example for more advanced purposes is also provided.
TL;DR: The marketing and sales orientations that are basic to our understanding of marketing history and also underlie distinctions about different company philosophies are considered in the light of the... as mentioned in this paper,.
Abstract: The marketing and sales orientations that are basic to our understanding of marketing history and also underlie distinctions about different company philosophies are considered in the light of the ...
TL;DR: In this paper, the authors propose incorporating marketing maps, user-friendly graphic representations of how marketing works, into marketing plans and presentations to promote a useful appreciation of how theories translate into initiatives.
Abstract: Today's colleges and universities may tolerate the idea of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating marketing maps–user-friendly graphic representations of how marketing works–into marketing plans and presentations.
01 Jan 2004
TL;DR: A review of prior marketing-related studies and identifies a number of gaps in the research, such as a limitation in the past to a priori approaches to categorising volunteers, which has offered limited insight and conflicting results as mentioned in this paper.
Abstract: Contributing an estimated AUD42 billion dollars a year to the Australian economy and US150 billion dollars to the USA, volunteering has become an industry sector of major importance. It has consequently attracted significant attention among researchers of various disciplines, including marketing. Nevertheless, the industry is confronted with ongoing challenges, particularly in the area of recruitment. This article provides a review of prior marketing-related studies and identifies a number of gaps in the research, such as a limitation in the past to a priori approaches to categorising volunteers, which has offered limited insight and conflicting results. The authors recommend a more comprehensive investigation of heterogeneity amongst volunteers through a posteriori segmentation which will allow precise targeting of specific segments. In addition, a more comprehensive investigation of competition and positioning in the industry is recommended which will facilitate an integrated market structure analysis and lead to more efficient and effective marketing strategies for nonprofit organisations. As a specific example, a better understanding of volunteering motivations in multicultural societies is needed to optimise targeted recruitment messages.