Relevant bibliographies by topics / Qualitative marketing research

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Qualitative marketing research'

Author: Grafiati
Published: 28 June 2021
Last updated: 29 July 2025

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Journal articles on the topic "Qualitative marketing research"

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Paredes Arriaga, Ana María, and María Cristina Alicia Velázquez Palmer. "Qualitative and Quantitative Research in Marketing." Administración y Organizaciones 27 (September 12, 2024): 175–89. http://dx.doi.org/10.24275/lvxw9555.

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Pierre, Jean M. "Qualitative Marketing Research." Qualitative Market Research: An International Journal 20, no. 3 (2017): 390–92. http://dx.doi.org/10.1108/qmr-03-2017-0068.

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Gummesson, Evert. "Qualitative research in marketing." European Journal of Marketing 39, no. 3/4 (2005): 309–27. http://dx.doi.org/10.1108/03090560510581791.

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Maman Larraufie, Anne-Flore. "Qualitative Consumer & Marketing Research." Journal of Product & Brand Management 23, no. 4/5 (2014): 375–76. http://dx.doi.org/10.1108/jpbm-07-2013-0359.

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Milliken, John. "Qualitative research and marketing management." Management Decision 39, no. 1 (2001): 71–78. http://dx.doi.org/10.1108/eum0000000005409.

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O’Malley, Lisa. "Book Review: Qualitative Marketing Research." Qualitative Research 2, no. 1 (2002): 123–25. http://dx.doi.org/10.1177/1468794102002001642.

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Ono, Akinori. "Qualitative Comparative Analysis (QCA) in Marketing Research." Japan Marketing Journal 42, no. 1 (2022): 3–5. http://dx.doi.org/10.7222/marketing.2022.030.

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Bartone, Nicholas M. "A Primer on Qualitative Marketing Research." Journal of Pharmaceutical Marketing & Management 3, no. 3 (1989): 15–29. http://dx.doi.org/10.3109/j058v03n03_03.

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Bartone, Nicholas. "A Primer on Qualitative Marketing Research." Journal of Pharmaceutical Marketing & Management 3, no. 3 (1989): 15–29. http://dx.doi.org/10.1300/j058v03n03_03.

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Boddy, Clive Roland. "Sample size for qualitative research." Qualitative Market Research: An International Journal 19, no. 4 (2016): 426–32. http://dx.doi.org/10.1108/qmr-06-2016-0053.

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Purpose Qualitative researchers have been criticised for not justifying sample size decisions in their research. This short paper addresses the issue of which sample sizes are appropriate and valid within different approaches to qualitative research. Design/methodology/approach The sparse literature on sample sizes in qualitative research is reviewed and discussed. This examination is informed by the personal experience of the author in terms of assessing, as an editor, reviewer comments as they relate to sample size in qualitative research. Also, the discussion is informed by the author’s own
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Dissertations / Theses on the topic "Qualitative marketing research"

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Pereira, Beatriz de Castro Sebastião. "Pesquisa etnográfica em marketing." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03092008-115700/.

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Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de
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Schild, André Jacques Paul. "Marketing Activities during the early stages of business." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/45047.

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This research is the result of a need within the entrepreneurial community, amongst both existing businesses as well as aspiring entrepreneurs, to pay attention to the marketing skills, abilities and activities required to navigate in the rapidly changing business environment in which they operate. It’s no longer enough that an entrepreneur only possesses the entrepreneurial will and drive to start an enterprise. In order to succeed and thrive, they require a skill set that needs to be employed from the beginning. The ability of the entrepreneur to successfully market their business, particula
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Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.

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The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practition
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Catterall, Miriam. "Focus groups in market research : theory, method and practice." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369987.

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Álvaro, de Lima Filipe Miguel. "The State of QR codes : A qualitative research on Swedish premium fashion brands." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16784.

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Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market .The purpose of this research study is to analyze a new mobile marketing tool called Quick-response (QR) codes, and understand this phenomenon on the premiumfashion segment in Sweden, while relating at the same time with concepts such as customer relationship management and b
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Svensson, Adam, and Pär Strandberg. "Managing user generated content in marketing campaigns : A qualitative research of key features for managing marketing campaigns based on user generated content." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35185.

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The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing.   The purpose of this thesis is t
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Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

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This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovatio
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Copley, Paul. "A qualitative research approach to new ways of seeing marketing in SME's : implications for education, training and development." Thesis, Northumbria University, 2008. http://nrl.northumbria.ac.uk/2150/.

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There is myriad research that explores the nature of marketing generally, and more specifically within SME (small to medium sized enterprise) contexts. Most of this research, however, focuses upon orthodox and relational marketing. Recently, it has also been argued that the literature fails to pay adequate attention to the role that critical studies might take in helping to understand marketing. Moreover, qualitative approaches to researching SME marketing have recently gained favour. This thesis takes the opportunity to employ a qualitative approach to researching SME marketing while at the s
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Loedolff, Carmen. "Promoting South Africa as an international film tourism destination." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46194.

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Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commi
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Burghausen, Mario. "Explicating corporate heritage identity stewardship theory from a corporate marketing perspective : a qualitative case study of Great Britain's oldest brewer." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/13067.

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Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enact
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Books on the topic "Qualitative marketing research"

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1947-, Carson David, ed. Qualitative marketing research. SAGE, 2001.

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Milliken, John. Qualitative research and marketing. University of Ulster, 1998.

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Keegan, Sheila. Qualitative Research. Kogan Page Publishers, 2009.

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Nuttavuthisit, Krittinee. Qualitative Consumer and Marketing Research. Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5.

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Sue, Robson, and Foster Angela 1948-, eds. Qualitative research in action. Edward Arnold, 1989.

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MA, Robson Sue, and Foster Angela 1948-, eds. Qualitative research in action. E. Arnold, 1989.

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Seymour, Daniel. Marketing research: Qualitative methods for the marketing professional. Probus Pub. Co., 1988.

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Hackley, Chris. Qualitative Research in Marketing and Management. Routledge, 2019. http://dx.doi.org/10.4324/9780429446801.

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Imms, Mike. An introduction to qualitative market research. Sage, 2002.

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Ruyter, Ko de. Qualitative market research: Theory and practice. Lemma Publishers, 2003.

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Book chapters on the topic "Qualitative marketing research"

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Wilson, Alan I. "Collecting Qualitative Data." In Marketing Research. Macmillan Education UK, 2019. http://dx.doi.org/10.1057/978-1-352-00112-9_5.

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Wilson, Alan I. "Analysing qualitative data." In Marketing Research. Macmillan Education UK, 2019. http://dx.doi.org/10.1057/978-1-352-00112-9_9.

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Kumar, V. "Qualitative and Observational Research." In International Marketing Research. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-54650-1_8.

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Hackley, Chris. "Qualitative research projects." In Qualitative Research in Marketing and Management, 3rd ed. Routledge, 2024. http://dx.doi.org/10.4324/9781003432203-3.

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Nuttavuthisit, Krittinee. "Research Design." In Qualitative Consumer and Marketing Research. Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_4.

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Nuttavuthisit, Krittinee. "Asian Consumption and Marketing." In Qualitative Consumer and Marketing Research. Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_2.

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Nuttavuthisit, Krittinee. "Dissemination of Research." In Qualitative Consumer and Marketing Research. Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-6142-5_11.

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Kolb, Bonita M. "Conducting qualitative focus groups." In Absolute Essentials of Marketing Research. Routledge, 2021. http://dx.doi.org/10.4324/9781003165194-7.

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Hackley, Chris. "Critical research." In Qualitative Research in Marketing and Management, 3rd ed. Routledge, 2024. http://dx.doi.org/10.4324/9781003432203-12.

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Hackley, Chris. "Critical research." In Qualitative Research in Marketing and Management. Routledge, 2019. http://dx.doi.org/10.4324/9780429446801-10.

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Conference papers on the topic "Qualitative marketing research"

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Bodi, Diana-Cristina. "COMMUNICATION MODELS IN THE NON-GOVERNMENTAL ORGANIZATIONS." In 11th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS 2024. SGEM WORLD SCIENCE, 2024. https://doi.org/10.35603/sws.iscss.2024/s07/39.

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The challenges of the last years have shown that the survival of non-governmental organizations depends on their ability to communicate and to be seen and heard by stakeholders and the general public. This paper describes the results of an exploratory qualitative research, whose main objective was to identify the methods of communication and promotion applied by non-governmental organizations in the social services sector and their implications. The research was carried out in the period 2021- 2023, on a number of 23 non-governmental organizations accredited by the Romanian Government, from Br
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Chircu, Sorina. "QUALITATIVE ASPECTS REGARDING THE ASSESSMENT OF CORPORATE E-TRAINERS." In eLSE 2014. Editura Universitatii Nationale de Aparare "Carol I", 2014. http://dx.doi.org/10.12753/2066-026x-14-155.

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Marketing specialists are realizing the need to perfect themselves in using online marketing as a priority method to promote their businesses and an ever growing number of young people that are graduating a university wish to start their own business or market one and understand that having a good grasp of digital marketing and how to use it in promoting and selling the company's products and services is essential in succeeding. Although online marketing distinguishes itself as a priority in developing and maintaining a business nowadays, the training offer for digital marketing is very weak.
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Shahwal, Dr Rana, and Raj Laxmi Pal. "ACOMPREHENSIVE STUDY ON CONSUMER PERCEPTION IN RESPONSE TO GREEN MARKETING AND ASSESSING THE SHIFT TOWARDS ECO-CONSCIOUS PURCHASING DECISIONS." In Transforming Knowledge: A Multidisciplinary Research on Integrative Learning Across Disciplines. The Bhopal School of Social Sciences, 2025. https://doi.org/10.51767/ic250120.

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The study aims to understand the consumer perception toward green marketing and examine the change in their behaviour because of the green features in the eco-friendly products. As green marketing has gained significant traction and the consumers become increasingly aware of environmental issues. Companies, recognizing this shift in consumer attitudes and have begun incorporating eco-friendly messages into their marketing strategies to attract buyers, with time sustainability concerns increase, consumers demanding more eco-friendly products so the this sift in strategies toward green marketing
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Vuković, Dijana, Tanja Grmuša, and Dora Borić Radić. "Greenwashing Technique – An (Un)Acceptable Tool of Marketing Communication? Experiences and Attitudes of Marketing Experts and Consumers." In Ninth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2023. http://dx.doi.org/10.31410/limen.s.p.2023.123.

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The term greenwashing is inspired by numerous immoral and unacceptable practices in the creation of marketing content as a response to consumers’ desire for green and sustainable practices. Given that real change and rationalization of business generally require numerous invest­ments, many corporations decide to use greenwashing as a communication tool with the aim of falsely or incompletely presenting their business. This paper brings the results of qualitative research conducted using focus group methods and in-depth interviews with a sample of consumers and market­ing experts, its goal was
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Gafurov, Ilshat, Nailya Bagautdinova, Aida Novenkova, and Nataliya Kalenskaya. "Territorial marketing as successful strategy for regional development: The case of Russia." In 3rd Annual International Conference on Qualitative and Quantitative Economics Research (QQE 2013). Global Science and Technology Forum Pte Ltd, 2013. http://dx.doi.org/10.5176/2251-2012_qqe13.18.

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Netsiri, Poj, and Marketa Lhotáková. "Application of natural language processing to enhance qualitative research used for marketing." In Central and Eastern Europe in the Changing Business Environment. University of Economics, Prague, Nakladatelství Oeconomica, 2023. http://dx.doi.org/10.18267/pr.2023.kre.2490.13.

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Ispravnic, Daria. "The role of planning marketing activities in the performance appraisal process enterprise." In International Scientific Conference "Modern Paradigms in the Development of the National and World Economy", 17th Edition. Moldova State University, 2025. https://doi.org/10.59295/mpdnwe2024.17.

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Purpose of the article: The purpose of this paper is to examine the effectiveness and the efficiency of marketing activities in the company's performance evaluation process. We will examine the planning of marketing activities under the aspect of success factors of an organization, essential to economic development and social, miraculous solution that solves problems, the basic tool in achieving great performance, but also in risk avoidance. Methodology: Considerations on the theoretical aspect, as well as the analysis of empirical material of a secondary and primary nature, were conducted usi
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Légrádi, Miklós. "‘Find the book that speaks to you! – A qualitative pilot study for research on Book Consumption." In Egyesület a Marketing Oktatásért és Kutatásért XXIX. Nemzetközi Konferencia. Egyesület a Marketing Oktatásért és Kutatásért, Szegedi Tudományegyetem Gazdaságtudományi Kar, 2023. http://dx.doi.org/10.62561/emok-2023-19.

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Sales numbers in printed books have been on the slope since many years in Hungary and in many other countries too. Finding the motivations among these decreasing trends of reading and book consumption may eventually help in turning the book industry’s way on this downhill backwards and putting the book consumption on rising trails again. A series of interviews and focus group interviews are coming up within the frames of a doctoral research targeting the exploration of motivators for book consumption and the consumer behavior of book consumers. This article presents a pilot study done in the e
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Dormenco, Lidia, and Maia Bajan. "The impact of marketing costs on the financial performance of the entity." In International student scientific conference, ISSC 2025 "Challenges of accounting for young researchers", 9th Edition. Academy of Economic Studies, 2025. https://doi.org/10.53486/issc2025.39.

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This study investigates the impact of marketing costs on the financial performance of businesses. Marketing expenditures, often viewed as a critical driver for revenue generation, can also represent a significant cost for organizations. The primary objective of this research is to explore the relationship between marketing costs and the profitability of entities in various sectors. A mixed-methods approach was employed, combining qualitative data from interviews with marketing managers and quantitative analysis through financial performance metrics of several companies over a defined period. T
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Ozretić Došen, Đurđana, Emanuela Cvetinović, and Tanja Komarac. "MARKETING OF RIJEKA MUSEUMS: CURRENT PRACTICES AND FUTURE DIRECTIONS." In Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. http://dx.doi.org/10.20867/tosee.06.37.

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Purpose – The paper is dedicated to the marketing of Rijeka museums. It presents the research that encompassed a) museum professionals’ marketing knowledge and skills and their implementation in practice b) core and additional services offered by museums c) museum professionals’ opinions and attitudes about the new trends in museum marketing. Methodology – Exploratory research was conducted. Data for the theoretical foundations were collected from secondary scientific sources and by searching the websites, social networks, and promotional materials. Qualitative research in the form of in-depth
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Reports on the topic "Qualitative marketing research"

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Romero Haddad, Celene, Katia Inés De la Puente, and Sami Gabriel Coavas Blanquicet. The Art of Market Research: “How to understand and conquer your customers”. Ediciones Universidad Cooperativa de Colombia, 2023. https://doi.org/10.16925/gcnc.98.

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This lecture note emphasizes the value of market research and how to use it to create profitable business ideas. It specifically covers the value of comprehending customers and the measures required to achieve so. Additionally, the various approaches of market research, both quantitative and qualitative, are discussed along with their benefits and drawbacks. It also highlights the various market segmentation techniques, such as regional and demographic segmentation, and how competition analysis and market demand may aid a business in creating a successful marketing plan.
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Owusu, Samuel Ening, and Bahman Peyravi. The Impact of Trade Policies on International Marketing Strategies. Vilnius Business College, 2024. http://dx.doi.org/10.57005/ab.2024.1.3.

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This study explores the dynamic interplay between trade rules and worldwide marketing tactics, with the goal of elucidating the varied influence of global economic regulations on multinational firms. The research takes a mixed-methods approach, focusing on various industries and geographical locations and includes qualitative studies of trade regulations as well as quantitative assessments of their consequences for marketing tactics. The extensive literature analysis establishes a theoretical framework by investigating how tariff reductions, non-tariff obstacles, and free trade agreements affe
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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (
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Casimiro, June Ann, Karenina Romualdo, and Via Shane Santiago. Innovation Strategies in Traditional Cultural Expressions MSMEs in the Philippines: A Case Study. Philippine Institute for Development Studies, 2025. https://doi.org/10.62986/dp2024.48.

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This study investigates the innovation strategies of cultural micro, small, and medium enterprises (MSMEs) in Northern and Central Luzon, Philippines, operating within the domain of traditional cultural expressions, particularly traditional crafts and culinary crafts. These enterprises play a dual role in preserving cultural heritage and contributing to local economic development. As cultural and creative industries (CCIs) gain increasing recognition for their economic and social contributions, cultural MSMEs in developing regions face unique challenges. Through a qualitative case study approa
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