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The mix of qualitative and quantitative research in major marketing journals, 1993-2002


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Hanson, D and Grimmer, MR 2007 , 'The mix of qualitative and quantitative research in major marketing journals, 1993-2002' , European Journal of Marketing, vol. 41, no. 1/2 , pp. 58-70 , doi: 10.1108/03090560710718111.

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Purpose – The purpose of this article is to determine the mix of qualitative and quantitative research
published in major marketing journals.
Design/methodology/approach – This study involved a content analysis of 1,195 articles
published between 1993 and 2002 in three prominent marketing journals.
Findings – It was found that 24.80 per cent of articles employed qualitative methods in some form,
and 46.28 per cent quantitative research. The main justification provided for use of qualitative
methods was the ability to provide more insight or a deeper understanding of the phenomenon under
investigation. No increase was seen, however, in the amount (year by year) of qualitative research
published over this period. This paper accounts for the continued dominance of quantitative research
using linked historical, social and practical arguments.
Practical implications – The issue of method is central to marketing research. Understanding of
the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to
researchers intent on publishing their work.
Originality/value – This is the largest content analysis conducted of research in marketing and, in
addition to the findings of the analysis, the explanation offered for the dominance of quantitative
methods is of value to researchers.

Item Type: Article
Authors/Creators:Hanson, D and Grimmer, MR
Journal or Publication Title: European Journal of Marketing
Publisher: Emerald Group
ISSN: 0309-0566
DOI / ID Number: 10.1108/03090560710718111
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