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  1. Aldag, R.M. and T.M. Stearns (1988), "Issues in Research Methodology," Journal of Management, 14 (2), 253-276.

  2. Anderson, Paul F. (1983), "Marketing, Scientific Progress, and Scientific Method," Journal of Marketing, 47 (Fall), 18-31.

  3. Bechhofer, F. (1974), Current approaches to empirical research: some central ideas, London: Routledge.

  4. Bonoma, Thomas V. (1985), "Case Research in Marketing: Opportunities, Problems and a Process," Journal of Marketing Research (May), 199-208.

  5. Bourgeois III, L.J. and Kathleen M. Eisenhardt (1988), "Strategic Decision Process in High Velocity Environments: Four Cases in The Microcomputer Industry," Management Science, 34 (7), 16-20.

  6. Bryman, A. . (1989), Research Methods and Organization Studies, London: Unwin Hyman.

  7. Cahill, Dennis J. (1996), "When to use Qualitative Methods: A New Approach," Marketing Intelligence and Planning, 14 (6), 16-20.

  8. Campbell, D.T. and D.W. Fiske (1959), "Convergent and Discriminant Validation by the Multi-trait-Multi-method Matrix," Psychological Bulletin, 56, 81-85.

  9. Campbell, D.T. and J.C. Stanley (1963), "Experimental and Quasi-Experimental Designs for Research," in Handbook for Research on Teaching, N.L. Gage, ed. Chicago: Rand McNally.

  10. Carson, David and Nicole Covielloe (1996), "Qualitative Research Issues at the Marketing/Entrepreneur Interface," Marketing Intelligence and Planning, 14 (6), 51-58.

  11. Chetty, Sylvie (1996), "The Case Study Method for Research in Small- and Medium Sized Firms," International Small Business Journal, 15 (1), 73-85.

  12. Corbin, Juliet and Anselm L. Strauss (1990), "Grounded theory research: Procedures, canons, and evaluative criteria," Qualitative Sociology, 13, 3-21.

  13. Creswell, John W. (1994), Research design : qualitative & quantitative approaches, Thousand Oaks, CA., USA: Sage Publications, Inc.

  14. De Ruyter, Ko and Norbert Scholl (1998), "Positioning Qualitative Market Research: Reflections from Theory and Practice," Qualitative Market Research: An International Journal, 1 (1), 7-14.

  15. Denzin, Norman K. and Yvonna S. Lincoln eds. (2000), The Handbook of Qualitative Research, Thousand Oaks, CA., USA: Sage Publications, Inc.

  16. Deshpande, Rohit (1983), "Paradigms lost: on theory and method in research in marketing," Journal of Marketing, 47 (Fall), 101-110.

  17. Dyer Jr., Gibb W. and Alan L. Wilkins (1991), "Better Stories, Not Better Constructs, to Generate Better Theory: A Rejoinder to Eisenhardt," Academy of Management Review, 16 (3), 613-619.

  18. Easterby-Smith, Mark, Richard Thorpe, and Andy Lowe (1991), Management Research: An Introduction, London: Sage Publications, Ltd.

  19. Easton, Geoffrey (1995), "Methodology and Industrial Networks," in Business Marketing: An Interaction and Network Perspective, Kristian Möller and David Wilson, eds., Boston, MA: Kluwer Academic Publishers.

  20. Eckstein (1990), "The Case Study: A Vital yet Misunderstood Research Method for Management," Graduate Research Management, 4 (4), 4-26.

  21. Eisenhardt, Kathleen M. (1989), "Building Theories from Case Study Research," Academy of Management Review, 14 (4), 532-550.

  22. ----------------- (1991), "Better Stories and Better Constructs: The Case for Rigor and Comparative Logic," Academy of Management Review, 16 (3), 620-627.

  23. Fielding, Nigel G. and Raymond M. Lee eds. (1998), Computer Analysis and Qualitative Research, London: Sage Publications, Ltd.

  24. Gill, J. and P. Johnson (1991), Research Methods for Managers, London: Chapman.

  25. Gilmore, Audrey and David Carson (1996), "Integrative Qualitative Methods in A Service Context," Marketing Intelligence and Planning, 14 (6), 21-26.

  26. Glaser, Barney G. and Anselm L. Strauss (1967), The discovery of grounded theory, New York: Aldine de Gruyter.

  27. Goulding, Christine (1998), "Grounded Theory: The Missing Link on the Interpretivist Agenda," Qualitative Market Research: An International Journal, 1 (1), 50-57.

  28. Gummesson, Evert (2000), Qualitative methods in management research, (2nd Ed.), Thousand Oaks, CA., USA: Sage Publications, Inc.

  29. Hakim, Catherine (1987), Research Design. Strategies and Choices in the Design of Social Research, London: Routledge.

  30. Hammersley, M. and P. Atkinson (1991), Ethnography Principles in Practice, London: Routledge.

  31. Hartley, J. (1994), "Case Studies in Organization Research," in Qualitative Methods in Organizational Research, C Cassell and G Symon, eds., London: Sage Publications, Ltd.

  32. Hirschmann, E.C. (1986), "Humanistic Inquiry in Marketing Research: Philosophy, Method and Criteria," Journal of Marketing Research, 23 (August), 237-249.

  33. House, R.J. (1970), "Scientific Investigation in Management," Management International Review, 4/5 (10), 59-75.

  34. Howard, K. and J.A. Sharp (1983), The Management of a Student Research Project, Aldershot: Gower.

  35. Hunt, S. D. (1990), "Truth in Marketing Theory and Research," Journal of Marketing, 54 (July), 1-15.

  36. Hyde, Kenneth F. (2000), "Recognising deductive processes in qualitative research," Qualitative Market Research: An International Journal, 3 (2), 82-89.

  37. Jick, Todd D. (1979), "Mixing qualitative and quantitative methods: Triangulation in action," Administrative Science Quarterly, 24, 602-611.

  38. Kerlinger, Fred N. and Howard B. Lee (2000), Foundations of Behavioral Research, (4th. Ed.), Forth Worth, Texas, USA: Harcourt College Publishers.

  39. Kuhn, Thomas S. (1996), The Structure of Scientific Revolution, (3th Ed.), Chicago: University of Chicago Press.

  40. Kumar, Nirmalya, Louis W. Stern, and James C. Anderson (1993), "Conducting Interorganizational Research using Key Informants," Academy of Management Journal, 36 (6), 1633-1651.

  41. Malhotra, Naresh K. (1996), "The Impact of the Academy of Marketing Science on Marketing Scholarship: An Analysis of the Research Published in JAMS," Journal of the Academy of Marketing Science, 24 (4), 291-298.

  42. Miles, Matthew B. and Michael A. Huberman (1994), Qualitative Data Analysis: An Expanded Sourcebook, (2nd. Ed.), Thousand Oaks, CA., USA: Sage Publications, Inc.

  43. Nancarrow, Clive, Alexander Moskvin, and Avi Shankar (1996), "Bridging the Great Divide - The transfer of Techniques," Marketing Intelligence and Planning, 14 (6), 27-37.

  44. Pandit, Naresh R. (1995), "Towards a grounded theory of corporate turnaround: A case study approach.," Unpublished Ph.D. dissertation, University of Manchester.

  45. Parasuraman, A. (1991), Marketing research, Reading, MA., USA: Addison-Wesley Publishing Company.

  46. Perry, Chad (1998), "Processes of a Case Study Methodology for Postgraduate Research in Marketing," European Journal of Marketing, 32 (9/10), 785-802.

  47. Peter, J. Paul and Jerry C. Olson (1983), "Is Science Marketing?," Journal of Marketing, 47 (Fall), 111-125.

  48. Reichardt, Charles S. and Thomas D. Cook (1979), "Beyond Qualitative versus Quantitative Methods," in Qualitative and Quantitative Methods in Evaluation Research, Thomas D. Cook and Charles S. Reichardt, eds., Beverly Hills, C.A.: Sage Publications, Inc.

  49. Rummel, R.W. and W.C. Ballaine (1963), Research Methodology in Business, New York: Harper and Row.

  50. Smith, H.W. (1975), Strategies of Social Research: The Methodological Imagination, Englewood Cliffs, New Jersey, USA: Prentice Hall.

  51. Strauss, Anselm L. and Juliet Corbin (1997), Grounded Theory in Practice, Thousand Oaks, CA., USA: Sage Publications, Inc.

  52. ----------------- (1998), Basics of Qualitative Research, Techniques and Procedures for Developing Grounded Theory, (2nd. Ed.), Thousand Oaks, CA., USA: Sage Publications, Inc.

  53. Turner, B. A. (1983), "The use of grounded theory for the qualitative analysis of organisational behaviuor," Journal of Management Studies, 20, 333-348.

  54. Van Maanen, J. (1979), "Reclaiming Qualitative Methods for Organizational Research: A Preface," Administrative Science Quarterly, 24 (4), 520-526.

  55. Weitzman, Eben A. (2000), "Software and Qualitative Research," in Handbook of Qualitative Research, Norman K. Denzin and Yvonna S. Lincoln, eds. (2nd Ed.), Thousand Oaks, CA., USA: Sage Publications, Inc.

  56. Whetten, D.A. (1989), "What constitutes a theoretical contribution?," Academy of Management Review, 14, 490-495.

  57. Yin, Robert K. (1981), "The Case Study Crisis: Some Answers," Administrative Science Quarterly, 26 (March), 58-65.

  58. ----------------- (1993), Applications of Case Study Research, Thousand Oaks, CA., USA: Sage Publications, Inc.

  59. ----------------- (1994), Case Study Research Design and Methods, (2nd Ed.), Thousand Oaks, CA., USA: Sage Publications, Inc.

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