Management Decision: Volume 52 Issue 4

New qualitative research methodologies in management

Simone Guercini

– The purpose of this paper is to deliver an introduction to the Special Issue on new qualitative research methodologies in management.

Crowdsourcing content analysis for managerial research

Caryn Conley, Jennifer Tosti-Kharas

The purpose of this paper is to evaluate the effectiveness of a novel method for performing content analysis in managerial research – crowdsourcing, a system where geographically…

Netnography approach as a tool for marketing research: the case of Dash-P&G/TTV

Antonella La Rocca, Andreina Mandelli, Ivan Snehota

Online communication technologies have profoundly affected consumption and buying behaviours, and put pressure on businesses to find ways of dealing with these developments…

Uncovering customer service experiences with Twitter: the case of airline industry

Fotis Misopoulos, Miljana Mitic, Alexandros Kapoulas, Christos Karapiperis

In this paper the authors present a study that uses Twitter to identify critical elements of customer service in the airline industry. The goal of the study was to uncover…

An interdisciplinary method for brand association research

Silvia Ranfagni, Simone Guercini, Belinda Crawford Camiciottoli

The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with…

Hybrid analysis of textual data: Grounding managerial decisions on intertwined qualitative and quantitative analysis

Margit Raich, Julia Müller, Dagmar Abfalter

The purpose of this paper is to provide insightful evidence of phenomena in organization and management theory. Textual data sets consist of two different elements, namely…

Gift-giving, sharing and commodity exchange at Bookcrossing.com: new insights from a qualitative analysis

Matteo Corciolani, Daniele Dalli

Through an empirical analysis of a consumption community, the purpose of this paper is to demonstrate that the theories of gift-giving, sharing and commodity exchange should not…

Combining qualitative methods in practice: A contextualized account of the evolution of consumer studies

Antonella Carù, Bernard Cova, Stefano Pace

The purpose of this paper is to discuss within a corporate context the advantages and limitations of combining different qualitative methods (namely consumers’ introspection and…

To explore new avenues: experiential testimonio research

Marie-Noelle Albert, Marie-Michele Couture

– The purpose of this paper is to propose a qualitative research method for which the empirical material is drawn from the experience of a practitioner-researcher.