Showing papers on "Qualitative marketing research published in 2016"

Sample size for qualitative research.

Abstract: Purpose Qualitative researchers have been criticised for not justifying sample size decisions in their research. This short paper addresses the issue of which sample sizes are appropriate and valid within different approaches to qualitative research. Design/methodology/approach The sparse literature on sample sizes in qualitative research is reviewed and discussed. This examination is informed by the personal experience of the author in terms of assessing, as an editor, reviewer comments as they relate to sample size in qualitative research. Also, the discussion is informed by the author’s own experience of undertaking commercial and academic qualitative research over the last 31 years. Findings In qualitative research, the determination of sample size is contextual and partially dependent upon the scientific paradigm under which investigation is taking place. For example, qualitative research which is oriented towards positivism, will require larger samples than in-depth qualitative research does, so that a representative picture of the whole population under review can be gained. Nonetheless, the paper also concludes that sample sizes involving one single case can be highly informative and meaningful as demonstrated in examples from management and medical research. Unique examples of research using a single sample or case but involving new areas or findings that are potentially highly relevant, can be worthy of publication. Theoretical saturation can also be useful as a guide in designing qualitative research, with practical research illustrating that samples of 12 may be cases where data saturation occurs among a relatively homogeneous population. Practical implications Sample sizes as low as one can be justified. Researchers and reviewers may find the discussion in this paper to be a useful guide to determining and critiquing sample size in qualitative research. Originality/value Sample size in qualitative research is always mentioned by reviewers of qualitative papers but discussion tends to be simplistic and relatively uninformed. The current paper draws attention to how sample sizes, at both ends of the size continuum, can be justified by researchers. This will also aid reviewers in their making of comments about the appropriateness of sample sizes in qualitative research.

Assessing Performance Outcomes in Marketing

Abstract: Research in marketing has increasingly focused on building knowledge about how firms’ marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms’ marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms’ marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies. In addition, the authors identify significant problems in how perform...

Social Media Marketing: A Literature Review and Implications

Abstract: This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty-four studies were analyzed in accordance with a variation on the systematic review approach, involving synthesis- and interpretation-based assessment. The results demonstrate how most of the studies analyzed focus on the consumer perspective in terms of usage, share, and influence of social media on consumer decisions, and perceptions. The studies focusing on the firm's perspective centered not only on the usage of social media, but also on their implementation, optimization, and measurement of results. The majority of studies are quantitative and published in recent years. This study not only reached certain conclusions for both theory and practice, but also defined future lines of research according to the gaps detected by the study's results.

State of green marketing research over 25 years (1990-2014): Literature survey and classification

Abstract: Purpose – The purpose of this paper is to present a literature survey on, and classification for, green marketing research. Design/methodology/approach – Suitable keywords were used to search peer-reviewed journal articles published in marketing, business and management journals in duration 1990-2014. The articles identified were screened for titles, abstracts, keywords, frameworks, headings and sub-headings that resulted in 161 relevant articles. These articles were classified across thematic categories and their distribution was also presented for year of publication, publication outlets, location of authors, key contributing authors. Findings – The articles were classified across four thematic categories: eco-orientation, green marketing strategy, green marketing functions and green marketing consequences. It outlined the contribution of the earlier work under each theme, illustrated upon their implications for green marketing practice and research and provided directions for future research. Research ...

Educating Critical Qualitative Health Researchers in the Land of the Randomized Controlled Trial

Abstract: Drawing on long experience as a sociologist in the health academy, I explore the challenges of practicing and teaching critical qualitative research in an environment dominated by very different sc...

The Future of Qualitative Research in Psychology: Accentuating the Positive

Abstract: In this paper we reflect on current trends and anticipate future prospects regarding qualitative research in Psychology We highlight various institutional and disciplinary obstacles to qualitative research diversity, complexity and quality At the same time, we note some causes for optimism, including publication breakthroughs and vitality within the field The paper is structured into three main sections which consider: 1) the positioning of qualitative research within Psychology; 2) celebrating the different kinds of knowledge produced by qualitative research; and 3) implementing high quality qualitative research In general we accentuate the positive, recognising and illustrating innovative qualitative research practices which generate new insights and propel the field forward We conclude by emphasising the importance of research training: for qualitative research to flourish within Psychology (and beyond), students and early career researchers require more sophisticated, in-depth instruction than is currently offered

Seeking to understand: using generic qualitative research to explore access to medicines and pharmacy services among resettled refugees.

Abstract: Introduction There are challenges associated with selecting a qualitative research approach. In a field abundant with terminology and theories, it may be difficult for a pharmacist to know where and how to begin a qualitative research journey. The purpose of this paper is to provide insight into generic qualitative research and to describe the journey of data collection of a novice qualitative researcher in the quest to answer her research question: ‘What are the barriers to accessing medicines and pharmacy services for resettled refugees in Queensland, Australia?’ Methodology Generic qualitative research draws on the strengths of one or more qualitative approaches. The aim is to draw out participants’ ideas about things that are ‘outside themselves’; rather than focussing on their inner feelings the research seeks to understand a phenomenon, a process, or the perspectives of participants. Sampling is designed to obtain a broad range of opinions about events and experiences and data collection includes interviews, questionnaires or surveys; thematic analysis is often used to analyse data. When to use Generic qualitative research provides an opportunity to develop research designs that fit researchers’ epistemological stance and discipline, with research choices, including methodology and methods, being informed by the research question. Limitations Generic qualitative research is one of many methodologies that may be used to answer a research question and there is a paucity of literature about how to do it well. There is also debate about its validity as a qualitative methodology.

Diversity and Rigor Trends in Retailing Research: Assessment and Guidelines

Abstract: This study presents an evaluation of research diversity and rigor levels in the retail marketing literature in order to glean valuable insights for researchers. Retailing is a significant sub-field within marketing, and occupies a large portion of the extant marketing literature. The study consists of a content analysis of 600 quantitative empirical articles in the top six marketing journals (i.e. Journal of Retailing, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Research, Marketing Science and Journal of Marketing Research) over a 12-year period. Over this period, the diversity and rigor of research design and data analytical methods were assessed across ten research sub-communities of retail marketing research. The authors develop a measure for evaluating the rigor of research design and analytic techniques most commonly used in business research. The data reveal trends and areas for improvement in research design and reporting scholarly research.

There Could be More to Marketing than you Might Have Thought! an Invited Paper, by Professor Roger Layton:

Abstract: Is marketing a management technology, a societal provisioning system, or the study of seller and buyer decision processes in increasingly complex contexts, or could it be repositioned as a discipli...

Conditions, Contemporary Importance and Prospects of Higher Education Marketing on the Example of Polish Universities

Abstract: The aim of the article is to present selected aspects of contemporary marketing of Polish universities. Particular attention was paid to determinants of functioning of universities as a part of the European Higher Education Area, their marketing activities, the modern sense of marketing of these market actors, and the perspectives of its development. The purpose of the article was realized based on the analysis of secondary sources and primary research of authors. Research carried out for the purpose of this article are qualitative in nature and was carried out by In-Depth Interviews among about 14 representatives of Polish universities.

Asking Questions in the Qualitative Research Context

Abstract: Research is based on a constant questioning process. All researchers should ask questions in every research phase, what is read, the research design definition, data analysed and the way they are discussed and how their conclusions are drawn. It is generally accepted that to start scientific research, irrespectively of the area of expertise, the starting point is the drafting of one or more research questions, ordinarily known as a research problem. However, for many, starting with a research programme, the idea of formulating one is always a challenge. Some do not know where to start and question whether the question is well formulated. Given these issues, this paper aims to clarify and reinforce the importance of formulating the research problem and/ or question, where to get inspiration for its compilation, what are the steps to be followed for its refinement and what is its usefulness during the research process. We also intend to recommend the use of some software packages that may assist the researcher, during questioning in other research phases, and thus maintain internal coherence throughout the research, as well as obtain an answer to the research question.

Understanding and using qualitative methods in performance measurement

Abstract: Qualitative methods are used in research that is designed to provide an in-depth description of a specific programme, practice, or setting. Three of the possible reasons for choosing qualitative methods are explored in this article: (a) the researcher's view of the world, (b) the nature of the research questions, and (c) practical reasons associated with the nature of qualitative methods. Different types of qualitative research methods are practiced in educational and psychological research out of which, the paper showcases seven strategies Ethnographic research, Case study, Phenomenological research, Grounded theory, Participative inquiry, Clinical research and Focus groups. Qualitative evaluation methods are an essential part of the range of tools that evaluators call upon in their practice. Since the 1970s, when qualitative evaluation methodswerefirstintroducedas alternativetotheexperimental/quasi-experimental paradigms, the philosophical underpinnings and methodological requirements for sound qualitative evaluation have transformed the evaluation profession. Debates continue about the relative merits of positivistic and constructivist approaches to evaluation, but many evaluators have come to the view that pragmatically, it is desirable to mix qualitative and quantitative methods. More specifically the present paper examines the need for understanding and using qualitative methods in performance measurement.

Beyond resumes: LinkedIn for marketing educators

Abstract: Purpose This paper aims to explore expanded uses for LinkedIn.com as a teaching tool, beyond introductory assignments, for in-demand and emerging marketing techniques. Design/methodology/approach This paper reviews the current use of LinkedIn as a teaching tool for marketing educators and presents sample assignments that can be used to introduce students to content marketing, SEO, and online reputation management. Findings Marketing educators have found LinkedIn to be a valuable resource for teaching professional development in the business curriculum. But the site can also provide a platform for the exploration of emerging specializations including content marketing and search engine optimization (SEO). Research limitations/implications As a general review, this paper provides an overview of techniques. Research is needed to test and further explore the use of these techniques. Practical implications This paper provides rationale and recommendations for marketing educators who wish to better prepare students for a competitive job market, in which employers expect students to be well versed not only in social media but also in emerging techniques like content marketing and SEO. Originality/value Researchers have explored the use of various social media platforms for marketing education, including LinkedIn. This paper addresses the future potential of LinkedIn to teach various marketable skills and shows the versatility of social media platforms as pedagogical tools.

Marketing Archetypes: Applying Jungian Psychology to Marketing Research

Abstract: In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung's analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company's development of the Archetipus® model.

Theories of Islamic marketing

Abstract: In this paper the authors attempt to present a list of theories from the discipline of Islamic marketing. The list is neither complete nor a detailed description of all the attempts toward a theory of Islamic marketing. Indeed, it is not the intention of this work to provide such detail. Rather, this commentary is designed to motivate researchers to begin to address the subject of Islamic marketing in a manner that will pave the way for a more defined theory of Islamic marketing to be constructed, a subject that so far remains clearly under researched.

School Psychology as a Relational Enterprise: the Role and Process of Qualitative Methodology

Abstract: The purpose of this article is to explore the application of qualitative research to establishing a more complete understanding of relational processes inherent in school psychology practice. We identify the building blocks of rigorous qualitative research design through a conceptual overview of qualitative paradigms, methodologies, methods (i.e., for data collection, analysis, and interpretation), and for the integrity standard of trustworthiness. This review may then serve as a resource for those interested in conducting qualitative or mixed methods research. Practical illustrations each of essential features of qualitative research were garnered from four studies on school-based consultation included in a recent qualitative metasynthesis (a meta-analytic process applied to qualitative findings). Together with these examples, we offer direct consideration of the relevance of qualitative methods to the future study of relational processes in school psychology practice.

Investigating market research ethics

Abstract: In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour. However, this premise has not yet been thoroughly explored. Using a qualitative research approach this study examines the tools used in ethical decision-making by New Zealand marketing research practitioners, with a focus on client relationships. Participants reported on their awareness, familiarity, and use of professional and organisational codes of ethics. In particular, information was sought on how ethical issues were dealt with when they arose in their relationships with clients. This empirical research focused on the effects of different variables and emerging constructs, and the interplay between them, on ethical decision-making in client relationships. The paper concludes with a discussion of research contributions, implications for the practice of marketing research, and future research opportunities.

Teaching and learning disrupted: isomorphic change

Abstract: Purpose The marketplace demands a technological skillset among our college graduates, and scholars acknowledge the educational underpinnings (or lack thereof) regarding technology and its place in marketing education. The current research, therefore, aims to explore how academic institutions and programs have responded to coercive, mimetic and normative isomorphic pressures in reshaping the experiences of current marketing students. Design/methodology/approach To understand this pressure and its implications with regards to the marketing curriculum, this research explores the integration of technology into the marketing classroom via the three forces of institutional isomorphic change: coercive forces, mimetic processes and normative pressures. The current research uses both primary and secondary data to examine how isomorphism is occurring in digital marketing education. Findings We find that the integration of technology into the classroom comes from the forces of institutional isomorphic change. Although these forces are pressuring business schools to include technology in their marketing curriculum, a widespread adoption of this necessary media is yet to follow. Research limitations/implications From a research perspective, this paper portrays the forces that are acting to disrupt teaching and learning in the current global marketplace. Previous research tends to focus on how educators can teach a particular subject area. This paper brings together forces of change as related to educators, students and managers. Practical implications Educators and their educational institutions have to continue to learn to teach digital marketing. Students have a role to play in that they have to be agents of change for a stronger and newer marketing curriculum. Finally, managers need to partner with educators and students to create a stronger environment for learning practical tools. Originality/value Weber (2013) utilized this theoretical foundation for understanding how such pressures impacted the coverage and offering of courses addressing ethical, social and sustainability issues in graduate marketing curricula. This research within the digital marketing educational arena is the first to attempt to understand technology integration into marketing education.

Marketers are consumers too: integrating consumer-self in potential value creation

Abstract: Purpose The purpose of this paper is to explore the extent to which a marketer’s own priorities as a consumer infiltrate workplace decision-making and how this contamination influences the creation of potential value for the end consumer. The “black box” of the organisation is opened to investigate potential value creation at an individual/manager level of analysis. Design/methodology/approach The authors gathered in-depth qualitative data from amongst marketing managers and directors in the UK, Australia and the USA. The authors theorised these data through boundary theory to develop an integrated producer-as-consumer potential value creation model. Findings The paper reveals the dynamic interplay in marketing/production decision-making between the individual’s consumer-self, manager-self and the external interface with the organisation. Research limitations/implications The producer-as-consumer potential value creation model illuminates the complex role of the firm and its individual managers in the creation of potential value and identifies contingencies that result in a spectrum of possible potential value creation outcomes. These contributions are positioned within the marketing value creation and co-creation literatures. Practical implications Marketing organisations/managers may find this research useful when considering the benefits and drawbacks of integrating managers’ consumer-self insights into workplace decision-making and the creation of potential value for the end consumer. Originality/value This paper moves value creation/co-creation theory forward by revealing the dynamic potential value creation process and presenting a fluid representation of producers-as-consumers, at individual manager level. This paper is of interest to academic and marketing practitioner audiences.

Qualitative Research for Social Marketing: One Organization’s Journey to Improved Consumer Insight

Abstract: Population Services International (PSI) is an international NGO working to improve outcomes in developing countries through behavior change communications and the social marketing of health products and services. Consumer insight is central to PSI’s social marketing strategy because it informs which messages to promote and which products and services to offer to make the concept of healthy behavior change attractive to consumers. Qualitative research provides rich insight by exploring consumers’ values, feelings, thoughts, intentions, barriers, motivators, culture, and social norms that affect their behaviors and use of products and services. In this paper, we describe how PSI’s qualitative research program developed from 2003 to 2013, and how using an interpretive approach and more appropriate data collection methods improved our consumer insight and marketing planning process.

A review on the state of methodological trends in international marketing literature

Abstract: The purpose of this paper is to determine the use of research designs and analytical techniques in the literature related to international marketing. To assess the methodological trends, the authors attempted to develop a general conceptual framework for the international marketing research process and also classified methodologies to substantiate the state of the methodological domain in the international marketing literature. This study is conducted as a systematic review based on an assessment of papers on international marketing published in academic journals between 1990 and 2012. It was found that the methodological domain is still lacking a significant theoretical basis. The authors classified methodologies and adjudged the advancements thereon by perusing 1787 research papers published between 1990 and 2012. They considered the seven established research streams of international marketing and found that, on the whole, preference was skewed towards quantitative techniques - 1219 papers prioritised quantitative research designs and 568 qualitative research designs.

Islamic Marketing: Compatibility with Contemporary Themes in Marketing

Abstract: Purpose This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism. Methodology/approach This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing. Findings We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour. Originality/value This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.

Impact of Consumer Centric Marketing Mix Elements on Consumer Buying Behavior : An Empirical Investigation in Context of FMCG Industry of Pakistan

Abstract: The pivotal role of Consumers in modern marketing sphere has emerged the need for marketers to become customer focused rather product or producer focused. This transition has indeed revitalized the theory of marketing mix elements but with a modified form from 4P’s to 4 C’s paradigm. The ever increasing role of customers in the marketing philosophy has signified the need for shifting from being producer centric to being consumer centric. Keeping in view this need for an innovative marketing model, the aim behind this research is to discern the effects of 4C’s on users purchasing behavior. Grounded on positivism paradigm the cross sectional technique was adopted for the collection of primary data but the use of quantitative research method. A Sample of 300 FMCG customers was selected using multiple sampling techniques to accommodate geographic dispersion as well as demographic diversity of the customers of FMCG. Three clusters were drawn from Lahore, Karachi and Islamabad. Then the data was gathered using close ended questionnaires. The Correlation and regression were applied for the testing of hypotheses. The results showed that the more companies are consumer centric, the more consumers behave in favor of the company’s products. It is found that consumer solution, consumer convenience, consumer communication have positive and strong connection with the customer buying behavior. Whereas consumer cost have negative relationship with consumer buying behavior.

Factors influencing the implementation of unconventional marketing in cultural institutions – evidence from croatia

Abstract: Unconventional marketing has the potential to contribute not only to the well-being of cultural institutions but also to the society by raising its general cultural level and fostering economic growth based on creative industries. This paper contributes to the theoretical explanation and understanding of the unconventional marketing approach by providing an overview of literature, a developed model of successful marketing in cultural institutions and an analysis of the objectives of such marketing. Based on empirical research on cultural institutions in the Republic of Croatia, the research objective was to contribute to identifying and understanding the factors that influence unconventional marketing as well as the potential for applying unconventional marketing in cultural institutions. Research was limited to three types of cultural institutions (theatres, museums and galleries) and it was conducted on a sample of 244 institutions by using a highly structured online questionnaire.