University of Hertfordshire

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@article{824c5c205e1145a1b6ec185bb85e3674,
title = "‘I don't know much about art, but I know what I like’: Resonance, relevance and illumination as assessment criteria for marketing research and scholarship",
abstract = "Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico-deductive approach and asserts that interpretative and qualitative methods provide a more worthwhile framework for research. Explores frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of focus; hard work is required to create resonance; and persuasiveness and illumination should be of supreme importance in the research design and data analysis.",
keywords = "art, marketing research, marketing theory, methodology, postmodernism, qualitative techniques",
author = "Sue Halliday",
note = "Original article can be found at: http://www.emeraldinsight.com/ Copyright Emerald [Full text of this article is not available in the UHRA]",
year = "1999",
doi = "10.1108/02634509910301214",
language = "English",
volume = "17",
pages = "354--362",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
publisher = "Emerald Group Publishing Ltd.",
number = "7",

}

RIS

TY - JOUR

T1 - ‘I don't know much about art, but I know what I like’

T2 - Resonance, relevance and illumination as assessment criteria for marketing research and scholarship

AU - Halliday, Sue

N1 - Original article can be found at: http://www.emeraldinsight.com/ Copyright Emerald [Full text of this article is not available in the UHRA]

PY - 1999

Y1 - 1999

N2 - Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico-deductive approach and asserts that interpretative and qualitative methods provide a more worthwhile framework for research. Explores frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of focus; hard work is required to create resonance; and persuasiveness and illumination should be of supreme importance in the research design and data analysis.

AB - Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico-deductive approach and asserts that interpretative and qualitative methods provide a more worthwhile framework for research. Explores frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of focus; hard work is required to create resonance; and persuasiveness and illumination should be of supreme importance in the research design and data analysis.

KW - art

KW - marketing research

KW - marketing theory

KW - methodology

KW - postmodernism

KW - qualitative techniques

U2 - 10.1108/02634509910301214

DO - 10.1108/02634509910301214

M3 - Article

VL - 17

SP - 354

EP - 362

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 7

ER -