Qualitative Market Research An International Journal

Rudolf R. Sinkovics; Elfriede Penz; Pervez N. Ghauri

doi: 10.1108/13522750510575426pmid: N/A

Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software. Findings – A 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data. Research limitations/implications – The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data. Practical implications – Step‐by‐step guidance on performing qualitative analysis of textual data and documenting findings. Originality/value – The paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for N*Vivo software and its application.

Nicole E. Coviello

doi: 10.1108/13522750510575435pmid: N/A

Purpose – This article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data analysis, i.e. where data are interpreted with two lenses: qualitative and quantitative. Design/methodology/approach – The dynamics of an entrepreneurial firm's network are analyzed by combining: content and event analysis of case data and network maps with the use of UCINET 6, a software package developed for social network analysis. Findings – In illustrating the bifocal approach, steps related to data collection, preparation and analysis are discussed. The findings show how the bifocal approach captures change in both a network's structure and its interactions, through a firm's life‐stages. Research limitations/implications – The primary limitation of the approach is that reliance on UCINET 6 statistics oversimplifies network analysis. Thus, optimal use of the approach is best achieved when the structural patterns generated by UCINET 6 are balanced by qualitative analysis of the interactional dimensions of the network on a longitudinal basis. Future research opportunities include cross‐network analysis and examination of the networks of lead entrepreneurs in comparison with one another, over time. Practical implications – The bifocal approach allows examination of network power shifts and identification of opportunities for strategic action and relationship management. Originality/value – This article shows that the application of the bifocal approach facilitates a more meaningful analysis of networks than does a purely qualitative approach. It allows for time‐based examination of whole systems of organizations and scrutiny of dimensions pertaining to both network structure and the interactions and relationships between individual actors.

Birgit Weischedel; Sheelagh Matear; Kenneth R. Deans

doi: 10.1108/13522750510575444pmid: N/A

Purpose – Companies operating on the internet need appropriate metrics to make strategic marketing decisions. This paper applies established qualitative research methods to the online environment to evaluate how web managers generate and incorporate web metrics to inform strategic marketing decisions. Design/methodology/approach – Initial theories were developed using a comprehensive literature review as well as exploratory interviews with New Zealand companies. Applying a mixed methodology, the exploratory research used interviews to assess current practice within the industry, refine the research questions and set up the research design. An in‐depth case study in the USA evaluated best practices and highlighted issues that affect the use of web metrics. The main data collection utilized case studies to generate the in‐depth information necessary for theory building. Findings – The exploratory results showed that companies currently measure web site performance and consumer behaviour online but are still uncertain how best to use those metrics to inform strategic marketing decisions. The in‐depth case study showed how web metrics can be used when sufficient resources are available and measuring performance is a priority. Owing to the initially recognized low level of web metrics use, the main research was expanded purposively to selected participants who make greater use of web metrics. Originality/value – This paper applies traditional qualitative research methods to the online environment. Analysis of the case studies and continued research will address the research gap and provide recommendations to web managers as well as attempt to illustrate best practices, solutions to issues and industry benchmarks.

Maria Anne Skaates; Veikko Seppänen

doi: 10.1108/13522750510575453pmid: N/A

Purpose – To model how resources and capabilities co‐evolved in a contract research provider's customer relationships and how this affected market orientation, and to develop hypotheses for further testing. Design/methodology/approach – Single qualitative and abductive longitudinal case study. Findings – The provider focused on generating knowledge of current and near future customer needs through interactions with customers and other key actors. The provider also pursued the building of capabilities which would enable it to broaden the application areas to the needs of a larger group of potential customers. Exchanges with specific customers were used by the provider for the acquisition of resources and capabilities concerning details related to functions and, especially, applications, yet these resources and capabilities were subsequently broadened to all‐around solutions. In contrast, customer interactions were less important in acquiring resources and capabilities. Eight hypotheses were also formulated. Research limitations/implications – One cannot be certain of the external validity of the findings. Practical implications – Knowledge‐intensive firms with a high degree of customer interaction must seek to balance their individual customer relationships and their customer relationship portfolio across time with regard to four customer types, so that the firm achieves the desired levels and balance of mutuality, particularity, mutual relationship capability (in the shorter term) and more generic capability and general market orientation (in the longer term). Originality/value – It examines the interface between the resource‐based view of strategy and relationship marketing. It is relevant to strategy and marketing scholars as well as to practitioners in knowledge‐intensive organisations that have customer relationships.

Ian Alam

doi: 10.1108/13522750510575462pmid: N/A

Purpose – The purpose of this paper is to propose a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer interactions in new product development (NPD) as examples. The intention is to dispel a misconception that the qualitative research lacks objectivity and methodological robustness. Design/methodology/approach – To collect data for all the four studies a preliminary process of conducting fieldwork was first developed from the extant literature. This preliminary framework was applied in the first study and subsequently revised twice in the second and third study by incorporating necessary changes and additions. Finally, the framework was tested and further refined in the fourth study. Findings – The findings from these four empirical qualitative studies have demonstrated that a theory generating idiographic research such as field interviews could be carried out systematically. These findings also provide a basis for proposing a structured framework for data collection. Research limitations/implications – The paper is based only on business‐to‐business NPD. Therefore, to increase the applicability of the results more studies are needed in other business and marketing fields. Practical implications – The results offer an in‐depth look at specific research activities that can be carried out for efficient idea generation work and the overall NPD efforts. Originality/value – The framework reported in this paper allows for an iterative data collection process from multiple respondents and from multiple sources. This method of data collection is a key issue because product managers tend to interact with the customers and other partners repeatedly and throughout the NPD process. Thus the product managers would find this framework useful for research involving NPD and customer interactions.