Positioning qualitative market research: reflections from theory and practice

Ko de Ruyter · Norbert Scholl

276 citations0/0 files storedQualitative Market Research An International Journal

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Qualitative Research Methods and Applications Consumer Behavior and Market Dynamics Business and Management Studies

Abstract

Discusses 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 difficulties involved in coming up with a clear definition of the qualitative paradigm. Suggests a number of issues relating to theory and practice that warrant the existence of a new journal devoted specifically to qualitative market research. Concludes with a discussion of validity and reliability in the context of qualitative research.

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References

1984Case Study Research: Design and Methods 2008Qualitative Data Analysis 1994Analysis and Interpretation of Qualitative Data in Consumer Research 2004Reliability and Validity in Qualitative Research 1986Reliability and Validity in Qualitative Research 1986Reliability and Validity 1953Group Dynamics: Research and Theory.1991Using Computers in Qualitative Research

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