Inside market orientation : a report on a qualitative study of market orientation within Australian manufacturing SMEs

David R. Low

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[This paper reports on an exploratory qualitative study which aims to (a) use a qualitative methodology with a construct that has been examined using quantitative methods in the extant literature, and (b) evaluate the use of Leximancer software over more established tools. This paper first reviews literature then discusses the methodology of using key informant sampling techniques. It discusses the nature of the results obtained, shows how the results concur with the extant literature and then explains the benefits of using this methodology in a larger study.]]
    Original languageEnglish
    Title of host publicationANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance
    PublisherQueensland University of Technology
    Number of pages1
    ISBN (Print)1741071593
    Publication statusPublished - 2006
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • market orientation
    • marketing research
    • small business
    • qualitative research
    • Australia

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