{"title":"In pursuit of relevant and rigorous qualitative research in marketing academia","authors":"Purvi Shah","doi":"10.1080/0267257x.2024.2393369","DOIUrl":null,"url":null,"abstract":"This commentary addresses the crucial need for rigorous and relevant qualitative research in marketing academia and offers actionable recommendations for scholars to achieve excellence in both thes...","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"20 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/0267257x.2024.2393369","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This commentary addresses the crucial need for rigorous and relevant qualitative research in marketing academia and offers actionable recommendations for scholars to achieve excellence in both thes...
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