• Login
    View Item 
    •   Home
    • Research Publications
    • Business, Law and Social Sciences
    • Derby Business School
    • View Item
    •   Home
    • Research Publications
    • Business, Law and Social Sciences
    • Derby Business School
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of UDORACommunitiesTitleAuthorsIssue DateSubmit DateSubjectsThis CollectionTitleAuthorsIssue DateSubmit DateSubjects

    My Account

    LoginRegister

    About and further information

    AboutOpen Access WebpagesOpen Access PolicyTake Down Policy University Privacy NoticeUniversity NewsTools for ResearchersLibraryUDo

    Statistics

    Display statistics

    Alternative research methods: introducing marketing sensing, a qualitative and interpretive perspective on research

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Authors
    Longbottom, David
    Lawson, Alison cc
    Affiliation
    University of Derby
    Issue Date
    2018-12-07
    
    Metadata
    Show full item record
    Abstract
    This chapter examines research from an interpretive perspective where qualitative methods are predominantly used. We present that qualitative methods may be used by researchers seeking to gain deeper insights and understanding of underlying issues particularly in the context of social science studies which often involve people and organisations in a social setting. We will argue that such methods can be used within an interpretive philosophy, or may be combined with quantitative methods in a pragmatic and mixed methods approach. Whilst the chapter considers traditional methods associated with qualitative research, such as depth interview and focus group, it also introduces several alternative methods and techniques which may be used by researchers seeking to gain creativity in their research design and presentation and provide deeper understanding to build their analysis and research conclusions. The chapter is arranged in two parts. In part one, we examine issues of context, philosophy, approach and strategy. In part two, we examine issues of strategy and methods, planning, data collection, and data presentation.
    Citation
    Longbottom, D. and Lawson, A. (2018). 'Alternative research methods: introducing marketing sensing, a qualitative and interpretive perspective on research' In Hackett, P. (ed). 'Quantitative research methods in consumer psychology: Contemporary and data-driven approaches'. London: Routledge, pp. 1-42.
    Publisher
    Routledge
    URI
    http://hdl.handle.net/10545/624183
    DOI
    10.4324/9781315641577
    Additional Links
    https://www.taylorfrancis.com/books/e/9781315641577/chapters/10.4324/9781315641577-5
    Type
    Book chapter
    Language
    en
    ISBN
    9781315641577
    ae974a485f413a2113503eed53cd6c53
    10.4324/9781315641577
    Scopus Count
    Collections
    Derby Business School

    entitlement

     
    DSpace software (copyright © 2002 - 2021)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.