The Landscape of Research Methodology Selection: Appropriate or Convenient?

Raquel Reis

IPAM - The Marketing School, Portugal

PhD in Marketing from the University of Sheffield, UK. Assistant Professor and Director of the Marketing Management Master in IPAM – The Marketing School – Laureate International Universities.Marketing Director of Cenertec – Centro de Energia e Tecnologia, since 1998. Trainer and consultant in marketing and communication areas. Research Interests: Relationship Marketing, Social Responsibility and Qualitative Methodology.

Abstract

Purpose of the Paper ‐ The purpose of this paper is to shed light on the motivations behind choosing a particular research methodology. A critical reflection on this topic seems to be clearly neglected. Theoretical... [ view full abstract ]

Authors

  1. Ivo Cardoso (Universidade Lusiada, Portugal)
  2. Raquel Reis (IPAM - The Marketing School, Portugal)

Topic Area

Marketing Research & Methodology Track: Click here for the Marketing Research & Methodolog

Session

PT1-P » Poster (16:00 - Tuesday, 7th July)

Paper

Landscape_of_research_methodology-poster_AM2015-Cardoso-Reis.pdf

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