Applying Qualitative Methods to Marketing Management Research

Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.

Preface Notes on the Contributors Part I: Marketing Management Meets Qualitative Research The Practical Value of Adequate Marketing Management Theory; E.Gummesson Qualitative Software Meets Qualitative Marketing Research - Are These Tools the Right Tools?; L.Richards Realism also Rules OK: Scientific Paradigms and Case Research in Marketing; C.Perry PART II: Generating Data Presenting The Results of Qualitative Research to Public Research Administration Bodies; A.Kurz, W.Aigner & D.Meinhard Exploring the Buying Decisions in Hypermarkets by Means of Thinking Aloud Protocols; A.Spranz The Impact of Internet Use on Interfirm Relationships in Australian Service Industries; S.Rao & C.Perry Using Focus Groups to Investigate New Ideas: Principles and an Example of Internet Facilitated Relationships in a Regional Financial Services Institution; A.Sweeney & C.Perry Coding: A Challenge for Researchers; D.Ohnesorge PART III: Methods of Analysis Issues in Mixing Qualitative and Quantitative Approaches to Research; P.Bazeley Consumer Behaviour in Recreational Areas of Shopping Malls: A Mixed Model Research Design; R.Buber, J.Gadner & B.Ruso Exploring Managerial Decisions in Export Strategy Formulation - Cognitive Maps of Austrian Managers; G.Wührer Action Research for Studying Internal Branding; C.Vallaster Developing an Internal Marketing Concept Using Two Methods of Data Analysis; T.Adler PART IV: Results That Work for Marketers Measuring Corporate Globalization: A Mixed-Method Approach to Scale Development; P.Kuchinka Measuring Involvement: Item Development from Focus Group Interview Data; T.Haller Analyzing Qualitative Data with Quantitative Methods: An Illustration Using Personalized Recommendation Techniques; T.Reutterer & A.Mild Index

TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training) WALTER AIGNER Co-founder and Managing Director, HiTec Marketing PAT BAZELEY Director, Research Support P/L EVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, Sweden THOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business Administration PETRA KUCHINKA University Assistant, Department of Marketing, Johannes Kepler University, Linz, Austria ANDREA KURZ Senior Researcher, HiTec Marketing DIETER MEINHARD Senior Researcher, HiTec Marketing ANDREAS MILD Assistant Professor, Department of Production Management, Vienna University of Economics and Business Administration DORIS OHNESORGE Specialist in Cross-Cultural Management CHAD PERRY Formerly Professor of Marketing and Management, Graduate College of Management, Southern Cross University, Australia SALLY RAO Lecturer, School of Commerce, University of Adelaide, Australia THOMAS REUTTERER Assistant Professor, Department of Retailing and Marketing, Vienna University of Economics and Business Administration BERNHART RUSO Research Assistant, Vienna University of Economics and Business Administration ASTRID SPRANZ Researcher, Qualitative Consumer Behaviour ARTHUR SWEENEY Lecturer in Marketing, Charles Sturt University, Australia CHRISTINE VALLASTER Researcher, WHU Otto Beisheim Graduate School of Management, Germany GERHARD WÜHRER Professor and Head ofDepartment of Marketing, Johannes Kepler University, Linz, Austria