Features pieces from leading figures in the field such as John Saunders, Evert Gummesson and Dale Littler. A number of the UK authors are key people with regard to the UK Academy of Marketing. Looks at positive and negative aspects of the current status of marketing research Originally published as European Journal of Marketing (2005, Vol.39, No.3/4)
Author(s): Nick Lee, John Saunders
Year: 2005
Language: English
Pages: 180
CONTENTS......Page 2
EDITORIAL REVIEW BOARD......Page 5
GUEST EDITORIAL - Whither research in marketing?......Page 6
Where are we and where are we going? The status and future of research in marketing......Page 22
Beyond incommensurability? Empirical expansion on diversity in research......Page 33
Grounded theory, ethnography and phenomenology A comparative analysis of three qualitative strategies for marketing research......Page 55
Qualitative research in marketing Road-map for a wilderness of complexity and unpredictability......Page 70
The rise and fall of the Latin Square in marketing: a cautionary tale......Page 89
Equivalence of survey data: relevance for international marketing......Page 112
The evolution of “classical mythology” within marketing measure development......Page 126
Long life to marketing research: a postmodern view......Page 147
About the authors......Page 174
Call for papers......Page 177
