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Keywords: Observational methods
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Journal Articles
Qualitative Market Research: An International Journal (2007) 10 (2): 130–134.
Published: 10 April 2007
...Nick Lee; Amanda Broderick; Evert Gummesson Purpose To bring to the fore, the importance of observational methods in research in marketing. Design/methodology/approach A synthesis and reflective comments based on experience of the use of qualitative methods. Findings Research in marketing...
