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Qualitative Marketing Research: The State of Journal Publications

Petrescu, Maria, Lauer, Brianna·2017·The Qualitative Report
DOI 10.46743/2160-3715/2017.2481
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Abstract

Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with quantitative methods in marketing research. The paper analyzes research articles that include qualitative studies in the top marketing journals during the last decade and focuses on their topic, domain, methods used and whether they used any triangulation with quantitative methods. Starting from this analysis, the study provides recommendations that can help better integrate qualitative methods in marketing research, academics and practice.mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with quantitative methods in marketing research. The paper analyzes research articles that include qualitative studies in the top marketing journals during the last decade and focuses on their topic, domain, methods used and whether they used any triangulation with quantitative methods. Starting from this analysis, the study provides recommendations that can help better integrate qualitative methods in marketing research, academics and practice.

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  • Practitioner-oriented approaches and qualitative research designs provide rare and nuanced insights into the rich complexity of CX in fashion retail.

    “Practitioner-oriented approaches and qualitative research designs provide rare and nuanced insights into the rich complexity of CX in fashion retail (Bruce et al., 2023;Petrescu and Lauer, 2017).”

    From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Petrescu and Lauer, 2017

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Cited by

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Authors
Petrescu, M., & Lauer, B.
Affiliations
Nova Southeastern University
Venue
The Qualitative Report
Publisher
Nova Southeastern University
Published
2017-09-02
ISSN
  • 2160-3715
  • 1052-0147
DOI
10.46743/2160-3715/2017.2481
Cited by
11
References
5
Language
en

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