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Keywords: Phenomenology
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Journal Articles
A structural guide to in‐depth interviewing in business and industrial marketing research
Available to Purchase
Journal of Business & Industrial Marketing (2012) 27 (7): 547–553.
Published: 17 August 2012
... (especially if they are B2B) dictate the use of ethnographic, phenomenological interviewing over more structured approaches to inquiry. By permitting an understanding of the subjective meanings of participants' lived professional experiences, the technique is better suited for establishing validity...
