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Keywords: Paradigm shift
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Journal Articles
Understanding challenges of qualitative research: rhetorical issues and reality traps
Available to Purchase
Qualitative Market Research: An International Journal (2012) 15 (4): 354–368.
Published: 31 August 2012
... in employing qualitative research to build marketing theories, and touches on the subject of paradigm shift in research approaches in marketing. It further reviews main rhetorical and practical challenges researchers face in qualitative inquiry in marketing. Design/methodology/approach This is a conceptual...
