Applying Qualitative Methods to Marketing Management Research

TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training)WALTER AIGNER Co-founder and Managing Director, HiTec MarketingPAT BAZELEY Director, Research Support P/LEVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, SwedenTHOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business AdministrationPETRA KUCHINKA University Assistant, Department of Marketing, Johannes Kepler University, Linz, AustriaANDREA KURZ Senior Researcher, HiTec MarketingDIETER MEINHARD Senior Researcher, HiTec MarketingANDREAS MILD Assistant Professor, Department of Production Management, Vienna University of Economics and Business AdministrationDORIS OHNESORGE Specialist in Cross-Cultural ManagementCHAD PERRY Formerly Professor of Marketing and Management, Graduate College of Management, Southern Cross University, AustraliaSALLY RAO Lecturer, School of Commerce, University of Adelaide, AustraliaTHOMAS REUTTERER Assistant Professor, Department of Retailing and Marketing, Vienna University of Economics and Business AdministrationBERNHART RUSO Research Assistant, Vienna University of Economics and Business AdministrationASTRID SPRANZ Researcher, Qualitative Consumer BehaviourARTHUR SWEENEY Lecturer in Marketing, Charles Sturt University, AustraliaCHRISTINE VALLASTER Researcher, WHU Otto Beisheim Graduate School of Management, GermanyGERHARD WÜHRER Professor and Head ofDepartment of Marketing, Johannes Kepler University, Linz, Austria

• Preface Notes on the Contributors Part I: Marketing Management Meets Qualitative Research The Practical Value of Adequate Marketing Management Theory; E.Gummesson Qualitative Software Meets Qualitative Marketing Research - Are These Tools the Right Tools?; L.Richards Realism also Rules OK: Scientific Paradigms and Case Research in Marketing; C.Perry PART II: Generating Data Presenting The Results of Qualitative Research to Public Research Administration Bodies; A.Kurz, W.Aigner & D.Meinhard Exploring the Buying Decisions in Hypermarkets by Means of Thinking Aloud Protocols; A.Spranz The Impact of Internet Use on Interfirm Relationships in Australian Service Industries; S.Rao & C.Perry Using Focus Groups to Investigate New Ideas: Principles and an Example of Internet Facilitated Relationships in a Regional Financial Services Institution; A.Sweeney & C.Perry Coding: A Challenge for Researchers; D.Ohnesorge PART III: Methods of Analysis Issues in Mixing Qualitative and Quantitative Approaches to Research; P.Bazeley Consumer Behaviour in Recreational Areas of Shopping Malls: A Mixed Model Research Design; R.Buber, J.Gadner & B.Ruso Exploring Managerial Decisions in Export Strategy Formulation - Cognitive Maps of Austrian Managers; G.Wührer Action Research for Studying Internal Branding; C.Vallaster Developing an Internal Marketing Concept Using Two Methods of Data Analysis; T.Adler PART IV: Results That Work for Marketers Measuring Corporate Globalization: A Mixed-Method Approach to Scale Development; P.Kuchinka Measuring Involvement: Item Development from Focus Group Interview Data; T.Haller Analyzing Qualitative Data with Quantitative Methods: An Illustration Using Personalized Recommendation Techniques; T.Reutterer & A.Mild Index