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Qualitative Marketing Research

Qualitative Marketing Research QMR Book review 20,3 David Carson, Audrey Gilmore, Chad Perry and Kjell Gronhaug 239 p. Sage London ISBN: 0 7619 6365 0 Review DOI 10.1108/QMR-03-2017-0068 Introduction Brower et al. (2000) wrote that Sage Publishers offers over 140 books on qualitative research (p. 365). This particular book “Qualitative Marketing Research” is very useful to all graduate- level marketing students who are preparing dissertations or research projects (Carson, et al., 2001). The four authors write in a single voice and seem to agree on ontological and epistemological approaches to qualitative research in Marketing. The book is divided into three parts. Part I Part one is titled Social Science Research and Marketing. In this section, the authors start by defining the philosophy of research and marketing. They debate the issue whether Marketing is an art or a science from the academic, business or practitioner point of view. While academics may view marketing as a scientific discipline, practitioners view marketing as an activity where requiring more art than science. They finally propose that a blend of the positivism and interpretivism approaches could be taken to perform marketing research. They presented a useful table (I.I, p. 6) of broad definitions and explanations of ontology, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/QMR-03-2017-0068
Publisher site
See Article on Publisher Site

Abstract

QMR Book review 20,3 David Carson, Audrey Gilmore, Chad Perry and Kjell Gronhaug 239 p. Sage London ISBN: 0 7619 6365 0 Review DOI 10.1108/QMR-03-2017-0068 Introduction Brower et al. (2000) wrote that Sage Publishers offers over 140 books on qualitative research (p. 365). This particular book “Qualitative Marketing Research” is very useful to all graduate- level marketing students who are preparing dissertations or research projects (Carson, et al., 2001). The four authors write in a single voice and seem to agree on ontological and epistemological approaches to qualitative research in Marketing. The book is divided into three parts. Part I Part one is titled Social Science Research and Marketing. In this section, the authors start by defining the philosophy of research and marketing. They debate the issue whether Marketing is an art or a science from the academic, business or practitioner point of view. While academics may view marketing as a scientific discipline, practitioners view marketing as an activity where requiring more art than science. They finally propose that a blend of the positivism and interpretivism approaches could be taken to perform marketing research. They presented a useful table (I.I, p. 6) of broad definitions and explanations of ontology,

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 12, 2017

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