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Innovation in Marketing Research: Quantitative and Qualitative Analysis
15 references·3 citing·45 second hop
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References

  • 1979Mixing Qualitative and Quantitative Methods: Triangulation in Action7,082 cited
  • 1989Toward a Conceptual Framework for Mixed-Method Evaluation Designs5,680 cited
  • 2006Integrating quantitative and qualitative research: how is it done?3,353 cited
  • 2013Bridging the Qualitative–Quantitative Divide: Guidelines for Conducting Mixed Methods Research in Information Systems12,371 cited
  • 2025The Essential Guide to Doing Your Research Project1,354 cited
  • 2006Lessons learned from methodological triangulation in management research278 cited
  • 2018Demystifying neuromarketing257 cited
  • 2010A History of Philosophical and Theoretical Issues for Mixed Methods Research180 cited
  • 2014Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli.116 cited
  • 2019Research methods and techniques in new management trends: research results115 cited
  • 2018Mechanism of Formation of Industrial Enterprise Development Strategy in the Information Economy100 cited
  • 2018SCIENTIFIC RESEARCH METHODOLOGY IN MANAGEMENT SCIENCES92 cited
  • 2010Insights into method triangulation and “paradigms” in interpretive management accounting research89 cited
  • 2016MODERN TRENDS OF FINANCIAL SECTOR DEVELOPMENT UNDER THE VIRTUAL REGIONALIZATION CONDITIONS65 cited

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  • 2019Toward a theory of outside-in marketing: Past, present, and future62 cited
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    • 2021The Impact of the Government Policy on the Energy Efficient Gap: The Evidence from Ukraine137 cited
    • 2021Methodological approach in management and quality sciences56 cited
    • 2021Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects14 cited