1 - 4 of 4 articles
The critical incident technique (CIT) wherein informants describe their experiences and feelings attendant to a specific occasion is an attractive qualitative technique because it is easy to administer in a group setting, computer textual analysis is readily available, and it provides insight...
As the most visible element of the marketing communications mix advertising has had its critics over the years and developed countries usually opt for a self‐regulatory approach to deal with unacceptable advertising. The recent breakdown of one of the world’s longest established advertising...
Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in...
Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the in‐depth interview methodology for exploring marketing theory. Relationship marketing theory suggests that services...
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