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 language | English |
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Title of host publication | ANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance |
Publisher | Queensland University of Technology |
Number of pages | 1 |
ISBN (Print) | 1741071593 |
Publication status | Published - 2006 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- market orientation
- marketing research
- small business
- qualitative research
- Australia