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The mix of qualitative and quantitative research in major marketing journals, 1993-2002
Citation
Hanson, DJ and Grimmer, MR, The mix of qualitative and quantitative research in major marketing journals, 1993-2002, European Journal of Marketing, 41, (1/2) pp. 58-70. ISSN 0309-0566 (2007) [Refereed Article]
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Copyright Statement
© Emerald Group Publishing Limited.
DOI: doi:10.1108/03090560710718111
Abstract
Purpose – The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals.
Design/methodology/approach – This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals.
Findings – It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments.
Practical implications – The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work.
Originality/value – This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.
Item Details
Item Type: | Refereed Article |
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Keywords: | Market research, Qualitative research, Quantitative methods, Research methods |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing not elsewhere classified |
Objective Division: | Economic Framework |
Objective Group: | Management and Productivity |
Objective Field: | Marketing |
UTAS Author: | Hanson, DJ (Dr Dallas Hanson) |
UTAS Author: | Grimmer, MR (Professor Martin Grimmer) |
ID Code: | 43596 |
Year Published: | 2007 |
Web of Science® Times Cited: | 49 |
Deposited By: | Management |
Deposited On: | 2007-08-01 |
Last Modified: | 2010-05-31 |
Downloads: | 7 View Download Statistics |
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