... advice and is a call for a robust methodological culture that supports netnographers in navigating the ethical and procedural complexities of qualitative digital marketing research. Originality/value This study provides a novel empirical basis for understanding how netnography evolves in practice...

...Ian D. Greig Marketing Research: A Practical Approach For the New Millennium J.F. Hair, R.P. Bush and D.J. OrtinauMcGraw-Hill Publishing CompanyMaidenhead2000704 pp.ISBN: 0071164766£33.99 Keywords: Marketing research, USA, Problem solving This book is similar to many other academic...

... in marketing can be viewed as an “advance on hermeneutics” (Elliott, 1996). The interpretative research tradition (Burrell and Morgan, 1979) has, suggests Morgan (1992), been significant in placing the constitution of meaning on the marketing research agenda. Interpretative themes have been developed...

... than does a low involvement one. Qualitative marketing researchers are warned that subtle biases exist in narrative text generated by the use of CIT, and precautions are suggested. This paper describes and tests how qualitative data may harbor subtle biases depending on factors such as the gender...

... than exclusive approach, allowing the existence of differing approaches and assuming each has a contribution to make to the furtherance of consumer behaviour research. © MCB UP Limited 2000 Marketing research Consumer behaviour Qualitative techniques Marketing theory Despite...

...Miriam Catterall by Mark   Saunders , Philip   Lewis and Adrian   Thornhill 2nd edition . Research Methods for Business Students . Harlow, Essex : Pearson Education   2000 . , ISBN: ISBN 0‐273‐63977‐3   £22.99 © MCB UP Limited 2000 --> Marketing research...

...Anne Broderick © MCB UP Limited 2000 --> Marketing research Marketing management There are few more challenging propositions in the world of academic publishing than writing or editing an introductory textbook on marketing that offers something new to its readers. Keith Blois...

... UP Limited 2000 Advertising Marketing research Qualitative techniques Regulations Australia The main objective of this article is to describe the process of complaint acceptance and enforcement implemented by Australia’s Advertising Standards Council, and identify forces...

... the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing. Guba and Lincoln (1994) synthesise scientific paradigms into the four categories: 1. (1) it models structures with complex interdependencies; and 2...

... 2000 Marketing research Qualitative techniques Methods Many of us have a clear‐cut impression of what differentiates qualitative enquiry from quantitative. This traditional view is that quantitative enquiry examines data which are numbers, while qualitative enquiry examines data which...

.... (2) double translation; 3. (3) translation by committee; and 4. (4) decentering. © MCB UP Limited 2000 Marketing research Global marketing National cultures Foreign languages Marketers must become more attuned to social and cultural backgrounds in order to better...

...‐of‐mouth, rather than a more conventional marketing mix. They monitor the marketplace through informal networks, rather than formalised market research. From a review of the literature and the pilot interviews, it was clear that entrepreneurs had narrow conceptualisations of marketing, believing...

... 2000 Marketing research Qualitative techniques Music Consumer behaviour Subjective personal introspection (hereafter SPI) is a highly controversial research technique. As with any new‐ish consumer research technique it has its proponents (see Holbrook, 1986, 1995; Gould, 1991; Brown...

... Small to medium‐sized enterprises Management consultancy Marketing research Qualitative techniques Over the last two decades the world economy experienced enormous economic, political and technological changes. These changes imposed increased demands on managers for wider knowledge and new...

... – on the number in the sample. Qualitative marketing research is often characterised as involving intensive research with small samples, with little emphasis on the possibility of generalising from sample findings to the population as a whole. Instead, the focus is typically on the depth of understanding...

.... © MCB UP Limited 1999 Marketing research Methodology Networking Northern Ireland Relationship marketing Small to medium‐sized enterprises The description of marketing presented in most modern textbooks is being increasingly challenged by marketing academics, who question...

... to which they prove useful. © MCB UP Limited 1999 Entrepreneurship Marketing decision making Marketing research Networks Small firms The major focus of this paper is on the development of a qualitative methodology for exploring and investigating the personal networks of a group...

... Marketing management Marketing research Methodology Small firms Siu and Kirby (1998) propose using an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory. Though this approach provides possible ways to redress...

... the research problem, did the following more focused series of objectives emerge: © MCB UP Limited 1999 Marketing research Networks Small firms It is now recognised that small firm research is at too “young” a stage in its development to benefit from a positivist research approach...

...Malcolm Robert Victor Goodman Offers a positive example of how small firms can benefit from low cost qualitative market research techniques to determine achievable advantageous marketing strategies. The issue of identifying “customer perceived value” was chosen as the prime focus. The experimental...