Show simple item record

dc.contributor.authorHalliday, Sue
dc.date.accessioned2011-10-27T13:01:07Z
dc.date.available2011-10-27T13:01:07Z
dc.date.issued1999
dc.identifier.citationHalliday , S 1999 , ' ‘I don't know much about art, but I know what I like’ : Resonance, relevance and illumination as assessment criteria for marketing research and scholarship ' , Marketing Intelligence and Planning , vol. 17 , no. 7 , pp. 354-362 . https://doi.org/10.1108/02634509910301214
dc.identifier.issn0263-4503
dc.identifier.otherPURE: 432359
dc.identifier.otherPURE UUID: 824c5c20-5e11-45a1-b6ec-185bb85e3674
dc.identifier.otherScopus: 84986120885
dc.identifier.urihttp://hdl.handle.net/2299/6827
dc.descriptionOriginal article can be found at: http://www.emeraldinsight.com/ Copyright Emerald [Full text of this article is not available in the UHRA]
dc.description.abstractQuestions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico-deductive approach and asserts that interpretative and qualitative methods provide a more worthwhile framework for research. Explores frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of focus; hard work is required to create resonance; and persuasiveness and illumination should be of supreme importance in the research design and data analysis.en
dc.format.extent9
dc.language.isoeng
dc.relation.ispartofMarketing Intelligence and Planning
dc.subjectart
dc.subjectmarketing research
dc.subjectmarketing theory
dc.subjectmethodology
dc.subjectpostmodernism
dc.subjectqualitative techniques
dc.title‘I don't know much about art, but I know what I like’ : Resonance, relevance and illumination as assessment criteria for marketing research and scholarshipen
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.description.statusPeer reviewed
rioxxterms.versionofrecordhttps://doi.org/10.1108/02634509910301214
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record