A Qualitative Approach to Marketing Research and Business Performance Measurement
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 10
Abstract
This paper aims to discuss about the qualitative approach to marketing research as part of business performance measurement in the present. This paper compares three qualitative approaches include phenomenology, grounded theory and ethnography. It would be beneficial for the development of the theory and help making effective business decisions. This paper shows that qualitative methods are now acceptable for consumer research and a wider field of marketing. This paper offers from the perspective of qualitative research methods and some of their possible application in marketing research and business performance measurement.
Authors and Affiliations
Arsih Amalia Chandra Permata, Imam Mukhlis, Arief Noviarakhman Zagladi
Keywords
Related Articles
- EP ID EP727668
- DOI 10.47191/jefms/v6-i10-49
- Views 35
- Downloads 0
Market Reaction to Dividend Announcement during the Covid-19 Pandemic on the Indonesian Stock Exchange
This research uses Average Abnormal Return and Trading Volume Activity to test the market reaction around the dividend announcement date. Tests using these two parameters are expected to provide a more comprehensive desc...
Trends in Information Technology Development, And Strategy Selection in Increasing the Profitability of Banking Activities in Indonesia
Information technology, strategy selection, and profitability can be used as variables in determining the strategy of the banking industry in Indonesia to increase productivity and profits of a company in the banking sec...
Economic Status and Public Response: A Comprehensive Analysis of Satisfaction and Trust in Government
This study investigates the impact of public service quality on civilian satisfaction and public trust in local governments in Indonesia, with a focus on Bangka Belitung. The research introduces a novel approach by analy...
Influence of Internal Factors of the Enterprise on the Performance-Based Payfor Employees
This paper is conducted to investigate the influence levels of internal factors of the enterprise on the performance- based pay for employees in State-owned enterprises in Hanoi. Data were collected from getting 120 ques...
The Influence of Rice Productivity, Gross Regional Domestic Product of the Food Crop Subsector and Inflation on the Exchange Rates of Food Crop Farmers in Indonesia
The farmer exchange rate is a comparative value between the price index received by farmers and the index paid by farmers. In this context, it is necessary to develop indicators that can accurately measure the purchasing...