Qualitative research in marketing and management

Aim of the project is to organize an international conference and to publish proceedings. The papers are presented and discussed at the first international workshop on qualitative research in marketing and management. In addition to methodological issues the application of qualitative approaches to marketing-oriented research questions will be presented. Keynote addresses will focus on the development of marketing discipline in general and paradigm shift in special. The role of knowledge organisation approaches in the context of marketing research will be discussed. One session focuses on the discussion of international standards for PhD thesis in marketing. N5, N6 and NVivo, the mostly used qualitative software, can be learned in workshops run by Lyn Richards and Pat Bazeley. One session will be run on mixed methods approaches.

Federal Ministry of Education, Science and Culture