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        "Saying is one thing: doing is another" : the role of observation in marketing research

        Author
        Boote, Jonathan
        Mathews, Ann
        Attention
        2299/16202
        Abstract
        Observation does not often appear as a research methodology in the marketing literature: this may be because it is sometimes hard to quantify the outcomes of observational research at the outset, or because it is considered time‐consuming, or sometimes, as Lincoln and Guba (1985) suggest, it may be difficult to generalise the findings. Nevertheless, observation may be the only method to obtain data on consumers’ behaviour in certain situations, and in others it may prove to be highly appropriate (see, for example, Foxall, 1996; Grove and Fisk, 1992; Hirschman, 1986). By means of a case study, this paper discusses the appropriateness of observational methods for marketing research
        Publication date
        1999
        Published in
        Qualitative Market Research: An International Journal
        Published version
        https://doi.org/10.1108/13522759910251909
        Other links
        http://hdl.handle.net/2299/16202
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