Volume 1 Number 1 1998                                                                  

Articles

Positioning qualitative market research: reflections from theory and practice

7

   Ko de Ruyter; Norbert Scholl (pp. 7 - 14)
   Keywords: Qualitative Market Research; Reliability; Trends; Validity
   Article Type: Literature Review
   Content Indicators: Research Implications-**; Practice Implications-**; Originality-**; Readability-**
  

Qualitative research into strategic alliances

15

   Peter Lawrence; Rehan ul-Haq (pp. 15 - 24)
   Keywords: Alignment; Banking; Competitive Strategy; Co-Operation; Partnering; Qualitative Market Research
   Article Type: Survey
   Content Indicators: Research Implications-**; Practice Implications-*; Originality-**; Readability-*
  

Pre-testing international press advertising: the need for informed consensus on methodology

25

   Clive Nancarrow; Len Tiu Wright; Chris Woolston (pp. 25 - 38)
   Keywords: Advertising; International Marketing; Qualitative Market Research; Qualitative Techniques; Quantitative Techniques
   Article Type: Case Study
   Content Indicators: Research Implications-**; Practice Implications-**; Originality-*; Readability-**
  

A strategic classification of business alliances: a qualitative perspective built from a study of small and medium-sized enterprises

39

   Denise G Jarratt (pp. 39 - 49)
   Keywords: Alliances; Business Strategy; Small-To-Medium-Sized Enterprises; Strategic Management
   Article Type: Survey
   Content Indicators: Research Implications-**; Practice Implications-**; Originality-*; Readability-**
  

Grounded theory: the missing methodology on the interpretivist agenda

50

   Christina Goulding (pp. 50 - 57)
   Keywords: Consumer Behaviour; Grounded Theory; Marketing Research; Marketing Theory
   Article Type: Technical
   Content Indicators: Research Implications-**; Practice Implications-*; Originality-**; Readability-**