...‐specific research problem/question rather than imposing a well known measurement scale or technique that may not suit the purpose. © Emerald Group Publishing Limited 2009 Quantitative methods Qualitative methods Market research Services marketing Kalafatis et al. (2005...

... of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers. © Emerald Group Publishing Limited 2007 Qualitative research Quantitative methods Market research Research methods...