Qualitative research in marketing

By E. Gummesson. 2005

559 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/4823b870b95af9b62585f72c9170588b10a5bf73

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Tiia Vissak

In Organizational Behavior and Human Resource Management

1. Tiia Vissak

Citations in the corpus

• Recommendations for Using the Case Study Method in International Business Research (2010, background): “…helpful for discovery, description, mapping and relationship building, but they may also be used for theory testing, refutation, refining (Gummesson, 2005; Hillebrand, Kok, & Biemans, 2001; Johnston, Leach, & Liu, 1999; Tsoukas; Voss et al.; Woodside & Wilson, 2003; Yin), illustration…”