Qualitative Research Methods for Investigating Business-to-Business Marketing Questions

Author(s): Abbie Griffin

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

The objectives of this chapter are to provide an understanding of the methods of qualitative research as they apply to understanding business problems. The chapter defines what qualitative research is, outlines when and why qualitative methods are most appropriate, briefly describes the different types of qualitative research methods, presents the general research process for qualitative research, reviews advice on what constitutes rigor in qualitative research and then closes with a review of the state of the field for published qualitative research. 
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