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Rosalind Jones Discusses Qualitative Research & Mixed Methods for Digital Marketing & SMEs

Video Type: Interview

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Summary

Rosalind Jones, PhD, is a Lecturer in Marketing at Birmingham Business School. She discusses her research interests, entrepreneurial and small business marketing, in the context of qualitative research and mixed methodologies.

Resources

Resources

References
References

Book

Carson, D, Gilmore, A, Perry, C, & Gronhaug, K(2001).Qualitative Marketing Research. London: SAGE Publications Ltd.,

Book

Kotler, P, & Keller, K.L(2015).Marketing Management. Harlow: Pearson Education Ltd.,

Article

Rowley, J, Jones, R, Vassiliou, M, & Hanna, S(2012).Using card-based games to enhance the value of semi-structured interviews. International Journal of Market Research, 54(1),93-110.

Book

Saunders, M, Lewis, P, & Thornhill, A(2019).Research Methods for Business Students. Harlow: Pearson Education Ltd.,

Book

Yin, R.K(2018).Case Study Research and Application: Design and Methods. Thousand Oaks, CA: SAGE Publications, Inc.,

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