Trustworthiness and Rigor in Qualitative Research in the Marketing Discipline

Abstract

Purpose: Qualitative research is usually criticized for lack of rigor and is rarely used in marketing research. However, current trends in the marketing literature show a steady growth of qualitative methods in marketing research. This study aimed to explore how qualitative researchers in the marketing discipline establish trustworthiness. Methodology: I explored how qualitative researchers in the marketing discipline establish trustworthiness and ensure rigor. I analyzed qualitative research papers published in top-tier marketing journals to achieve this objective. Findings: The findings show that most of the papers employ Guba's (1981) trustworthiness criteria. However, applying these criteria varies from one author to the other. Originality: Studies addressing how qualitative researchers in the marketing discipline establish trustworthiness are rare. This study addresses this question and shows the current trends in the literature, especially when it comes to mixed-method research.