INSIGHTS INTO QUALITATIVE VARIABLES ASSESSMENT IN MARKETING RESEARCH
نویسندگان
چکیده
منابع مشابه
Qualitative Research Methods in Marketing
Gummesson contends that quantitative techniques are mostly used to try to pinpoint causality, usually between two or a few variables where the independent and dependent variables are defined. According to Milliken, in reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. Varki et al. hol...
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Journal of Marketing Research Vol. XXXVII (November 2000), 480–489 *Sajeev Varki is an assistant professor, University of Rhode Island (email: [email protected]). Bruce Cooil is an associate professor, Owen Graduate School of Management, Vanderbilt University (e-mail: [email protected]). Roland T. Rust is David Bruce Smith Chair in Marketing, Robert H. Smith School of Business...
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In each journal, the editorial board receives many articles but more than 70% of them are rejected. This happens because there is no real correlation among the variables in these articles or the variables and perceived relations are fake, which means playing with the variables nonexistent in reality. This rejection occurs mainly as a result of the researchers' misinterpretation of the interdisc...
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ژورنال
عنوان ژورنال: STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION
سال: 2014
ISSN: 2344-1321,2066-561X
DOI: 10.29358/sceco.v0i19.242