Qualitative research issues at the marketing/ entrepreneurship interface

Qualitative research issues at the marketing/ entrepreneurship interface Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Qualitative research issues at the marketing/ entrepreneurship interface

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509610131162
Publisher site
See Article on Publisher Site

Abstract

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 1996

Keywords: Entrepreneurship; Marketing; Methodology; Qualitative techniques

References

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