Qualitative Marketing Research

Challenges and Support When Teaching Science Through an Integrated Inquiry and Literacy Approach

“…However, actual replications of qualitative studies are often hard to achieve in practice, because they involve unique settings that change over time (Seale, 1999). Rather, to satisfy reliability criteria in qualitative research, Moisander and Valtonen (2006) propose that the research and analytic process must be made transparent, as well as the researcher being theoretically transparent (being explicit about the theoretical stance that influences your interpretation of data). Here, theoretical transparency is addressed through the theoretical perspectives presented in chapter 3.…”

Investigation of organizational and management specifics of health tourism development

“…This approach represents a destination as a cer tain territory visited by tourists, or a geographical object with physical and administrative boundaries, and consists of elements -attractions, tourist services, infrastructure, accessibility, image, and price. The management aspects of recreational tourism development are considered in [4][5][6]. Authors conduct marketing managementoriented studies, according to which the tourist destination is defined as a tourist product, has a multilevel structure and unites such aspects of tourism as demand, transportation, supply and marketing.…”

Marketing and the Symbolic Value of a Performing Arts Institution: The Case Study of the Czech National Theatre

“…ZMET is a projective technique and like other projective techniques it is used to stimulate respondents' thinking process, in order to uncover meanings that tend to be taken for granted and not readily accessible to the consumers themselves (Moisander and Valtonen, 2006).…”