... of qualitative research for advancing theory in this field; inspiring international marketing scholars to learn more about qualitative methods; and offering guidelines to researchers that seek to advance this field. © Emerald Group Publishing Limited 2013 Qualitative methods International marketing...

...‐cultural studies Qualitative methods Surveys Research An understanding of values is fundamental to cross‐cultural research; values are one of the most common and widely accepted key elements of culture, often used in its definition (Luna and Gupta, 2001 ; Straub et al., 2002); however...

... instrument was used to identify emerging themes and select a representative sub‐sample of around 15 cases in each location for further qualitative investigation via in‐depth personal interviews. Internet International marketing Qualitative methods Research methods While employing the internet...