Qualitative research in marketing: what can academics do better?

Qualitative research is designed to generate in-depth and subjective findings to build theory. Combined with the quantitative bias of top-tier journals, many qualitative researchers do not utilise the full-benefits of their adopted methodologies. This makes it challenging for qualitative researchers...

Full description

Saved in:
Bibliographic Details
Main Author: Jim Crick
Format: Default Article
Published: 2020
Subjects:
Qualitative research
Marketing theory
Credibility
Research methods
Marketing research
Online Access:https://hdl.handle.net/2134/11965233.v1
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items