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Keywords: Multi-methods
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Journal Articles
Qualitative Market Research: An International Journal 1–25.
Published: 14 April 2026
...Sarah Dodds; Nitha Palakshappa; Sandy Bulmer Purpose Studying complex phenomena in marketing requires robust multi-method qualitative designs. This paper aims to develop and present a multi-phase, multi-method qualitative market research framework for studying complex phenomena in marketing...
