Table of contents
Positioning qualitative market research: reflections from theory and practice
Ko de Ruyter, Norbert SchollDiscusses a number of important issues pertaining to the domain of qualitative market research. Attempts to define what qualitative research is about and discuss some of the…
Qualitative research into strategic alliances
Peter Lawrence, Rehan ul‐HaqThe notion of bounded rationality is used to consider strategic alliances with a view of providing an insight into the presumptive reasons for action in choosing strategic…
Pre‐testing international press advertising: the need for informed consensus on methodology
Clive Nancarrow, Len Tiu Wright, Chris WoolstonFocuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications…
A strategic classification of business alliances: a qualitative perspective built from a study of small and medium‐sized enterprises
Denise G. JarrattBusiness alliances can assist organisations to acquire the means to compete within an ever complex and changing environment. For small and medium‐sized enterprises in…
Grounded theory: the missing methodology on the interpretivist agenda
Christina GouldingThere has been considerable discussion in recent years over the application of interpretive methodologies such as phenomenology, hermeneutics, and semiotics within the field of…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood