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Qualitative research in marketing Road‐map for a wilderness of complexityand unpredictability

Qualitative research in marketing Road‐map for a wilderness of complexityand unpredictability Purpose – To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles. Design/methodology/approach – Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers. Practical implications – The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions. Findings – Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance. Originality/value – The article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Qualitative research in marketing Road‐map for a wilderness of complexityand unpredictability

Evert Gummesson
European Journal of Marketing , Volume 39 (3/4): 19 – Mar 1, 2005
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References (69)

Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560510581791
Publisher site
See Article on Publisher Site

Abstract

Purpose – To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles. Design/methodology/approach – Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers. Practical implications – The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions. Findings – Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance. Originality/value – The article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research.

Journal

European Journal of Marketing – Emerald Publishing

Published: Mar 1, 2005

Keywords: Qualitative research; Marketing theory

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