Qualitative research and marketing management

In reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. This is perhaps due to the propensity to apply quantitative approaches in an attempt to establish the credibility of a relatively young subject. However, to neglect qualitative research methods in marketing can stifle innovation, creativity and new ways of thinking that are the very essence of successful marketing. In order to appreciate fully the value of qualitative research it is necessary to consider its historical development.