Qualitative Market Research: Volume 2 Issue 3

A qualitative approach to developing small firm marketing planning competencies

Jimmy Hill, Pauric McGowan

Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop…

Marketing landscapes: the social context

Alistair R. Anderson, Andrew McAuley

Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this…

Researching possibilities in marketing

Richard Christy, Michael Wood

Contrasts prospecting research with in‐depth qualitative research and statistical survey research. Presents a simple model – in mathematical terms, and as a numerical table – to…