Access to reality: Observations on observational methods

Qualitative Market Research

Volumn 10, Issue 2, 2007, Pages 130-134

  Gummesson, Evert ^a  

^a STOCKHOLM UNIVERSITY   (Sweden)

Author keywords

Marketing; Qualitative methods; Research

Indexed keywords

EID: 34547459952     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522750710740808     Document Type: Note

References (8)

1. Ballantyne, D. (2004), "Action research reviewed: A market-oriented approach", European Journal of Marketing, Vol. 38 Nos 3/4, pp. 321-37.
2. Coghlan, D. and Brannick, T. (2005), Doing Action Research in Your Own Organization, Sage, London.
3. Frostling-Henningson, M. (2007), "Introspection", in Gustavsson, B. (Ed.), Knowledge Creation Methods, Edward Elgard, Cheltenham.
4. Gummesson, E. (2000), Qualitative Methods in Management Research, 2nd rev. ed., Sage, Thousand Oaks, CA.
5. Gummesson, E. (2005a), "Qualitative research in marketing: Roadmap for a wilderness of complexity and unpredictability", European Journal of Marketing, Vol. 39 Nos 3/4, pp. 309-27.
6. Gummesson, E. (2005b), "After relationship marketing, CRM and one-to-one: Many-to-many networks", Finanza Marketing e Produzione, No. 1, pp. 138-44.
7. Gummesson, E. (2006), "Qualitative research in management: addressing complexity, context and persona", Management Decision, Vol. 44 No. 2, pp. 167-79.
8. McLuhan, M. (1966), Understanding Media: The Extension of Man, McGraw-Hill, New York, NY.