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Journal articles on the topic 'Qualitative marketing research'

Author: Grafiati

Published: 28 June 2021

Last updated: 29 July 2025

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1

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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2

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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3

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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4

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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5

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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6

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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7

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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8

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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9

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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10

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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11

Boddy, Clive Roland. "Qualitative research for breakthrough innovation." Qualitative Market Research: An International Journal 22, no. 5 (2019): 796–804. http://dx.doi.org/10.1108/qmr-06-2018-0063.

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12

Shapiro, Jon M. "Handbook of Qualitative Research Methods in Marketing." Journal of Business-to-Business Marketing 15, no. 4 (2008): 476–81. http://dx.doi.org/10.1080/15470620802325815.

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13

Varki, Sajeev, Bruce Cooil, and Roland T. Rust. "Modeling Fuzzy Data in Qualitative Marketing Research." Journal of Marketing Research 37, no. 4 (2000): 480–89. http://dx.doi.org/10.1509/jmkr.37.4.480.18785.

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14

Stokes, David. "Entrepreneurial marketing: a conceptualisation from qualitative research." Qualitative Market Research: An International Journal 3, no. 1 (2000): 47–54. http://dx.doi.org/10.1108/13522750010310497.

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15

Nancarrow, Clive, Jason Vir, and Andy Barker. "Ritzer's McDonaldization and applied qualitative marketing research." Qualitative Market Research: An International Journal 8, no. 3 (2005): 296–311. http://dx.doi.org/10.1108/13522750510603352.

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16

Thyroff, Anastasia. "TEACHING QUALITATIVE MARKETING RESEARCH: AN EXPERIENTIAL APPROACH." Marketing Education Review 29, no. 1 (2018): 75–87. http://dx.doi.org/10.1080/10528008.2018.1514979.

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17

Griffin, Thomas F. "Handbook of qualitative research." Psychology and Marketing 16, no. 4 (1999): 371–72. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<371::aid-mar7>3.0.co;2-k.

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18

Dzwigol, H. "Innovation in Marketing Research: Quantitative and Qualitative Analysis." Marketing and Management of Innovations, no. 1 (2020): 128–35. http://dx.doi.org/10.21272/mmi.2020.1-10.

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This article focuses on the triangulation of research methods and techniques in the discussion on the evaluation of marketing research. Research traditions in marketing can be referred to the division of research methodologies, according to which the methods of conceptual, theoretical, empirical and formal research is distinguished, based on the use of quantitative methods, mathematical and statistical models. In scientific research on marketing, conceptual methods (i.e. heuristic or creative methods) are used, with a primary focus on the analysis of qualitative aspects of the studied processe

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19

Arcadie, Hinescu, and Gavrila-Paven Ionela. ""New Methodologies And Tendencies In Qualitative Marketing Research "." Annales Universitatis Apulensis Series Oeconomica 2, no. 10 (2008): 824–27. http://dx.doi.org/10.29302/oeconomica.2008.10.2.54.

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20

Carson, David, and Nicole Coviello. "Qualitative research issues at the marketing/ entrepreneurship interface." Marketing Intelligence & Planning 14, no. 6 (1996): 51–58. http://dx.doi.org/10.1108/02634509610131162.

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21

Nancarrow, Clive, Andy Barker, and Len Tiu Wright. "Engaging the right mindset in qualitative marketing research." Marketing Intelligence & Planning 19, no. 4 (2001): 236–43. http://dx.doi.org/10.1108/eum0000000005561.

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22

Wright, Len Tiu, and Simon Heaton. "Fair Trade marketing: an exploration through qualitative research." Journal of Strategic Marketing 14, no. 4 (2006): 411–26. http://dx.doi.org/10.1080/09652540600948019.

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23

Alam, Ian. "Fieldwork and data collection in qualitative marketing research." Qualitative Market Research: An International Journal 8, no. 1 (2005): 97–112. http://dx.doi.org/10.1108/13522750510575462.

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24

Skålén, Per. "A discourse analytical approach to qualitative marketing research." Qualitative Market Research: An International Journal 13, no. 2 (2010): 103–9. http://dx.doi.org/10.1108/13522751011032566.

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25

Urban, David J. "Qualitative Research Applications in Developing College Marketing Plans." Journal of Marketing for Higher Education 3, no. 1 (1990): 29–48. http://dx.doi.org/10.1300/j050v03n01_03.

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26

Foris, Diana, Cristina Nicolau, and Tiberiu Foris. "The Eco-Modular Construction: Qualitative Research on its Marketing Use, Design and Development." SIJ Transactions on Industrial, Financial & Business Management 03, no. 01 (2015): 01–08. http://dx.doi.org/10.9756/sijifbm/v3i1/03020050102.

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27

Boddy, Clive Roland. "Causality in qualitative market and social research." Qualitative Market Research: An International Journal 22, no. 3 (2019): 405–13. http://dx.doi.org/10.1108/qmr-02-2018-0027.

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Purpose Academic qualitative researchers have been criticized for rejecting the idea that their research can establish causality while market and social researchers, with their realist and pragmatic approach to research, take for granted that it can. This paper aims to explore the ability of qualitative research to determine cause and effect in terms of market and social phenomena. Design/methodology/approach The literature on causality in qualitative research is reviewed and discussed. The discussion is further informed by the author’s own experience of undertaking commercial and academic mar

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28

Holmlund, Maria, Lars Witell, and Anders Gustafsson. "Viewpoint: getting your qualitative service research published." Journal of Services Marketing 34, no. 1 (2020): 111–16. http://dx.doi.org/10.1108/jsm-11-2019-0444.

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Purpose The purpose of this paper is to provide authors with guidelines for carrying out excellent qualitative service research. It describes the features that editors and reviewers use to evaluate qualitative research and pinpoints what authors can do to improve their manuscripts for publication. Design/methodology/approach The paper identifies five features of excellent qualitative service research – relevance, rigor, integrity, narration and impact – and describes them with a focus on what they mean and what authors can do to meet these standards. Findings The paper suggests that manuscript

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29

Thorpe, Mark. "Virtual connections: representation and commercial qualitative research." Qualitative Market Research: An International Journal 6, no. 3 (2003): 184–93. http://dx.doi.org/10.1108/13522750310478994.

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30

Nevid, Jeffrey S., and Nelly L. Sta. Maria. "Multicultural issues in qualitative research." Psychology and Marketing 16, no. 4 (1999): 305–25. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<305::aid-mar3>3.0.co;2-r.

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31

Cohen, Ronald Jay. "What qualitative research can be." Psychology and Marketing 16, no. 4 (1999): 351–67. http://dx.doi.org/10.1002/(sici)1520-6793(199907)16:4<351::aid-mar5>3.0.co;2-s.

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32

Russell-Bennett, Rebekah, Mark Scott Rosenbaum, and Ryan McAndrew. "Commentary: exposing a research bias or a relic of research practice." Journal of Services Marketing 34, no. 1 (2020): 24–29. http://dx.doi.org/10.1108/jsm-11-2019-0439.

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Purpose This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing (JSM) special issue on qualitative research in service-oriented research. Design/methodology/approach The authors performed a content analysis of 1,268 papers that were published in JSM (1987-2019). In addition, the authors had data that is held in JSM’s manuscript central submission portal. Findings The analysis shows that while there is a dominance of quantitative methods in the journal, the proportion of qu

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33

Arsih, Amalia Chandra Permata, Mukhlis Imam, and Noviarakhman Zagladi Arief. "A Qualitative Approach to Marketing Research and Business Performance Measurement." Journal of Economics, Finance and Management Studies 06, no. 10 (2023): 5165–72. https://doi.org/10.5281/zenodo.10225848.

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This paper aims to discuss about the qualitative approach to marketing research as part of business performance measurement in the present. This paper compares three qualitative approaches include phenomenology, grounded theory and ethnography. It would be beneficial for the development of the theory and help making effective business decisions. This paper shows that qualitative methods are now acceptable for consumer research and a wider field of marketing. This paper offers from the perspective of qualitative research methods and some of their possible application in marketing research and b

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34

Levy, Sidney J. "The evolution of qualitative research in consumer behavior." Journal of Business Research 58, no. 3 (2005): 341–47. http://dx.doi.org/10.1016/s0148-2963(03)00107-3.

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35

Martirano, Melissa M. "Transcendental Phenomenology: Overlooked Methodology for Marketing Research." International Journal of Marketing Studies 8, no. 3 (2016): 58. http://dx.doi.org/10.5539/ijms.v8n3p58.

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<p>When marketing researchers select their methodology, two main choices are open to them: qualitative and quantitative. Quantitative has long been associated with scientific, empirical research based on statistics and numerical comparisons, considered by some marketing analysts to be objective and empirical. Qualitative methods are favored for “soft” social science and humanities research as a means to explore human opinions and perceptions through first-hand experience. Thus there has been a longstanding problem of pursuing qualitative research that is considered as free from bias and

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36

Brătucu, Gabriel, and Ioana Mădălina Ciongradi. "Qualitative Marketing Research for the Consumer Behaviour Specific to the Multilevel Marketing System .." SERIES V - ECONOMIC SCIENCES 12(61), no. 1 (2019): 23–28. http://dx.doi.org/10.31926/but.es.2019.12.61.1.3.

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37

Tamer Cavusgil, S. "QUALITATIVE INSIGHTS INTO COMPANY EXPERIENCES IN INTERNATIONAL MARKETING RESEARCH." Journal of Business & Industrial Marketing 2, no. 3 (1987): 41–54. http://dx.doi.org/10.1108/eb006035.

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38

Andriopoulos, Constantine, and Stephanie Slater. "Exploring the landscape of qualitative research in international marketing." International Marketing Review 30, no. 4 (2013): 384–412. http://dx.doi.org/10.1108/imr-03-2012-0061.

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39

Witell, Lars, Maria Holmlund, and Anders Gustafsson. "Guest editorial: a new dawn for qualitative service research." Journal of Services Marketing 34, no. 1 (2020): 1–7. http://dx.doi.org/10.1108/jsm-11-2019-0443.

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Purpose The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service research and what interest, rigor, relevance and richness mean for qualitative service research. Design/methodology/approach This study examines the most common qualitative research methods and discusses interest, rigor, relevance and richness as key characteristics of qualitative research. The manuscripts in the special issue are introduced and categorized based on their contributions to service research. Finding

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40

McQuarrie, Edward F., Catherine Marshall, and Gretchen B. Rossman. "Designing Qualitative Research." Journal of Marketing Research 27, no. 3 (1990): 370. http://dx.doi.org/10.2307/3172595.

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41

Nuttall, Peter, Avi Shankar, Michael B. Beverland, and Cheryl Stallworth Hooper. "Mapping the Unarticulated Potential of Qualitative Research." Journal of Advertising Research 51, no. 1 50th Anniversary Supplement (2011): 153–66. http://dx.doi.org/10.2501/jar-51-1-153-166.

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42

LARKA, Ludmila. "DIAGNOSTICS OF THE EFFICIENCY OF MARKETING RESEARCH IN AN ANTI-CRISIS MANAGEMENT SYSTEM." Herald of Khmelnytskyi National University. Economic sciences 312, no. 6(1) (2022): 224–27. http://dx.doi.org/10.31891/2307-5740-2022-312-6(1)-34.

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The main methodological approaches to determining the effectiveness of marketing research in the anti-crisis marketing system are shown. It was determined that, depending on the stage of development of the crisis situation, the diagnosis of the effectiveness of marketing research should take place within the limits of preventive, crisis and post-crisis marketing systems. Diagnostics of the effectiveness of marketing research should take place in quantitative and qualitative dimensions. It is clarified that when evaluating the effectiveness of marketing research, it is necessary to correlate th

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43

Belk, Russell W. "Qualitative Research in Advertising." Journal of Advertising 46, no. 1 (2017): 36–47. http://dx.doi.org/10.1080/00913367.2016.1201025.

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44

Lo, Fang-Yi, Andrea Rey-Martí, and Dolores Botella-Carrubi. "Research methods in business: Quantitative and qualitative comparative analysis." Journal of Business Research 115 (July 2020): 221–24. http://dx.doi.org/10.1016/j.jbusres.2020.05.003.

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45

Trim, Peter R. J., and Yang‐Im Lee. "Enhancing customer service and organizational learning through qualitative research." Qualitative Market Research: An International Journal 7, no. 4 (2004): 284–92. http://dx.doi.org/10.1108/13522750410557094.

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46

Branthwaite, Alan, and Simon Patterson. "In Search of Excellence: The Influence of Peter Cooper on Qualitative Research." International Journal of Market Research 54, no. 5 (2012): 635–58. http://dx.doi.org/10.2501/ijmr-54-5-635-658.

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Peter Cooper founded Cooper Research & Marketing (CRAM). During his career he wrote many papers and gave frequent conference presentations worldwide, which have influenced the growth and diversification of qualitative research as practised now. He promoted a breadth of vision and eclecticism that enhanced the methods used today. Peter's influence was based on his breadth of knowledge, inventiveness, disrespect for the status quo, as well as his boldness, imagination and creativity. In this review of his contributions to qualitative research and marketing science, we focus on four key aspec

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47

Trim, Peter R. J., and Yang‐Im Lee. "An internationally focused synthesised marketing strategy underpinned by qualitative research." Qualitative Market Research: An International Journal 9, no. 3 (2006): 203–24. http://dx.doi.org/10.1108/13522750610671653.

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48

Allen, Mitchell. "Social Media Marketing of Qualitative Research: Blurring Commerce and Community." Qualitative Inquiry 25, no. 6 (2018): 591–98. http://dx.doi.org/10.1177/1077800418806594.

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49

Anim-Wright, Koryoe. "Trustworthiness and Rigor in Qualitative Research in the Marketing Discipline." Journal of Humanities, Arts and Social Science 8, no. 1 (2024): 41–53. http://dx.doi.org/10.26855/jhass.2024.01.007.

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50

Volovskaya, Nina M. "QUANTITATIVE AND QUALITATIVE APPROACHES IN MARKETING RESEARCH: DIFFERENCES AND CHARACTERISTICS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 1/1, no. 154 (2025): 213–19. https://doi.org/10.36871/ek.up.p.r.2025.01.01.022.

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For many years, there has been debate in the world between adherents of quantitative and qualitative approaches. However, there is still no clear understanding of these approaches in the literature. The article analyzes the relationship between the concepts of “quantitative” and “qualitative” approaches to conducting marketing research. The opinions of domestic and foreign scientists on this matter are considered, statements are summarized and, on this basis, the main characteristic features of these approaches are outlined and their features are outlined. The main features underlying the divi

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