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Choosing "interesting" research methods and facing the challenges for publication

By Lynda Andrews


This paper discusses the choice to use two less conventional or “interesting” research methods, Q Methodology and Experience Sampling Method, rather than “status quo” research methods so common in the marketing discipline. It is argued that such methods have value for marketing academics because they widen the potential for discovery. The paper outlines these two research methods, providing examples of how they have been used in an experiential consumption perspective. Additionally the paper identifies some of the challenges to be faced when trying to publish research that use such less conventional methods, as well as offering suggestions to address them

Topics: 150505 Marketing Research Methodology, Research Methods, Q-Methodology, Experience Sampling Methods
Publisher: Promaco Conventions PTY LTD
Year: 2009
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