Dear marketing researchers, do you use or not qualitative research? If using it, is it in combination with other methods? Do you think it is easy to publish a qualitative study?
Krishnan Umachandran
These are qualitative research methods
- Focus groups,
- in-depth interviews,
- content analysis,
- ethnography,
Evaluation of the following unstructured data,
- open-ended survey responses,
- literature reviews,
- interviews,
- audio recordings,
- videos and pictures,
- social media
http://www.qsrinternational.com/what-is-qualitative-research.aspx
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Carsten Baumgarth
Publishing is never easy, but I think and hope that the success depends not on the method, but on the topic and quality. I think, that some top journals (e.g., JCR) are also open for qualitative submissions. In addition to that, mixed method approaches are a good opportunity to combine the two "worlds".
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