University of Hertfordshire

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"Saying is one thing: doing is another": the role of observation in marketing research

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"Saying is one thing: doing is another" : the role of observation in marketing research. / Boote, Jonathan; Mathews, Ann.

In: Qualitative Market Research: An International Journal, Vol. 2, No. 1, 1999, p. 15-21.

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@article{c14d078c79e44b27aff174a3786b095c,
title = "{"}Saying is one thing: doing is another{"}: the role of observation in marketing research",
abstract = "Observation does not often appear as a research methodology in the marketing literature: this may be because it is sometimes hard to quantify the outcomes of observational research at the outset, or because it is considered time‐consuming, or sometimes, as Lincoln and Guba (1985) suggest, it may be difficult to generalise the findings. Nevertheless, observation may be the only method to obtain data on consumers{\textquoteright} behaviour in certain situations, and in others it may prove to be highly appropriate (see, for example, Foxall, 1996; Grove and Fisk, 1992; Hirschman, 1986). By means of a case study, this paper discusses the appropriateness of observational methods for marketing research",
author = "Jonathan Boote and Ann Mathews",
year = "1999",
doi = "10.1108/13522759910251909",
language = "English",
volume = "2",
pages = "15--21",
journal = "Qualitative Market Research: An International Journal",
issn = "1352-2752",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

RIS

TY - JOUR

T1 - "Saying is one thing: doing is another"

T2 - the role of observation in marketing research

AU - Boote, Jonathan

AU - Mathews, Ann

PY - 1999

Y1 - 1999

N2 - Observation does not often appear as a research methodology in the marketing literature: this may be because it is sometimes hard to quantify the outcomes of observational research at the outset, or because it is considered time‐consuming, or sometimes, as Lincoln and Guba (1985) suggest, it may be difficult to generalise the findings. Nevertheless, observation may be the only method to obtain data on consumers’ behaviour in certain situations, and in others it may prove to be highly appropriate (see, for example, Foxall, 1996; Grove and Fisk, 1992; Hirschman, 1986). By means of a case study, this paper discusses the appropriateness of observational methods for marketing research

AB - Observation does not often appear as a research methodology in the marketing literature: this may be because it is sometimes hard to quantify the outcomes of observational research at the outset, or because it is considered time‐consuming, or sometimes, as Lincoln and Guba (1985) suggest, it may be difficult to generalise the findings. Nevertheless, observation may be the only method to obtain data on consumers’ behaviour in certain situations, and in others it may prove to be highly appropriate (see, for example, Foxall, 1996; Grove and Fisk, 1992; Hirschman, 1986). By means of a case study, this paper discusses the appropriateness of observational methods for marketing research

U2 - 10.1108/13522759910251909

DO - 10.1108/13522759910251909

M3 - Article

VL - 2

SP - 15

EP - 21

JO - Qualitative Market Research: An International Journal

JF - Qualitative Market Research: An International Journal

SN - 1352-2752

IS - 1

ER -