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Qualitative Research Methods for Investigating Business-to-Business Marketing Questions - Abstract

Author

Abbie Griffin (abbie.griffin@business.utah.edu), University of Utah

Abstract

The objectives of this chapter are to provide an understanding of the methods of qualitative research as they apply to understanding business problems. Specific topics are likely to include:

  • Why and when to use qualitative methods

  • Constructing grounded theory

  • Strategies of Inquiry

    • Ethnography

    • Participant observation

    • Case research

    • Action research

    • Clinical research

    • Interpretive research

  • Doing the research

    • Finding the sample

    • Writing the instrument

    • Analyzing qualitative data

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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