Qualitative research in marketing

Purpose – To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles.Design/methodology/approach – Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers.Practical implications – The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions.Findings – Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance.Originality/value – The...

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