Model based on qualitative criteria for internet marketing development
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Purpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing. The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods. Qualitative empirical study based on expert interviews was also employed. Nine experts of internet marketing and related fields were involved in the study. The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment. This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy. The model integrating the qualitative criteria into the internet marketing assessment is proposed. The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment. The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation.Keywords:
Qualitative marketing research
Qualitative property
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Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end-user. The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies. Among the other important topics discussed are the role of research in marketing, planning for market research, types of research and sources of data, design of questionnaires and interview guides, interview techniques, methods of sampling, implementing qualitative and quantitative research, data editing and tabulation, data analysis, and computer-based techniques of data analysis. Users would find this book highly useful for its coverage of the fundamental concepts of marketing research and its relevance to business decision-making explained through classroom-tested case studies, caselets, tables, flow charts, and diagrams.
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Part 1: The Role and Value of Marketing Research Information Chapter 1-Marketing Research for Managerial Decision Making Chapter 2-The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3-Secondary Data, Literature Reviews and Hypotheses Chapter 4-Exploratory Research Designs and Data Collection Approaches Chapter 5-Descriptive and Casual Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6-Sampling: Theory and Methods Chapter 7-Measurement and Scaling Chapter 8-Designing the Questionnaire Part 4: Data Preparation, Analysis and Reporting the Results Chapter 9-Qualitative Data Analysis Chapter 10-Preparing Data for Quantitative Analysis Chapter 11-Basic Data Analysis for Quantitative Research Chapter 12-Examining Relationships in Quantitative Research Chapter 13-Reporting and Presenting Results
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Qualitative international research is increasingly popular in marketing, management and business practice. Cultural dimensions, most importantly language, play a central role in this research context. The importance of language in the context of questionnaire design and international data gathering has long been stressed in various sources (Pike 1966; Brislin 1970; Piekkari & Welch 2004). However, the practice of qualitative data collection and analysis has not been addressed sufficiently, although new and innovative software-based tools are available to help these efforts. This paper deals with methodological and practical issues in analysing qualitative interviews with corporate elites. We illustrate conceptual challenges in setting up qualitative projects that build on interviewing corporate elites and address practical implementation issues in terms of multilingual coding, node creation and theory building by means of computerassisted qualitative data analysis software (CAQDAS). To this end a specific empirical example will be used.
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