Tag: business management

Qualitative Research Implications

During this week’s lectures, we took a closer look at the implications of qualitative research. Gathering data for market research is usually done through two different methods: qualitative and quantitative research. Merriam-Webster Dictionary and Thesaurus describes qualitative research as research that is relating to how good something is, or relating to the quality of something. There are many types of qualitative research that can be done in order to gather information about a topic or field of study. Example include: ethnography, interview, focus groups, marketing research online communities, and so on.

Depending on the type of qualitative research, there are different implications of qualitative research. Why using ethnography as a qualitative research tool, we try to get a deeper understanding of the consumer and consumer behavior. Ethnography is particularly effective when studying trends, personal habits, lifestyle factors, and the effect of social/cultural context on behavior. Therefore, we use ethnography in product categories that are visibly consumed over time and in space and are rich in socio-cultural meaning. The one-on-one interview is another example discussed during the lectures. This type of qualitative research is great to understand consumers’ decision making, details on how products are used or to take a closer look at the emotional and private aspects of consumers’ lives (Mcquarrie, 2015).

journal-of-ibIn a research article form the Journal of International Business Studies, Yves Doz examines qualitative research for international businesses. The article shows a couple different implications of qualitative research in the field of international business. First, Doz (2011), recognizes that by providing rich, thick descriptions of real phenomena and action instances simulate deeper thoughts that provide a safeguard against the “seeing what you are already believing” risk of semi-structured empirical research and allow richer and stronger conceptualization.

Yves Doz.jpgAnother implication is that it allows someone to bring a variety of theoretical lenses to bear on the phenomenon being investigated and to compare systematically the nature and extent of the insights provided by these various theories. By using theory testing, it is possible to compare the prediction a theory would make about a phenomenon to the observed instance and to extend and/or challenge the validity of the theory. In relation to theory testing, another use of qualitative research could also help to communicate it by showing its applicability. By using conceptual coherence and hold in its logical structure, qualitative illustration could make communication easier.

Next, Doz (2011) points out that qualitative research may also be essential for surfacing contextual dimensions in international business. In this case, qualitative research in a new context is a way to learn about that context up close, rather than risk assuming away contextual differences. Creating theories that recognize context and qualitative case-based research can contribute to the contextualization of general theories.

Finally, qualitative research may also enable your research to discover the importance of a previously neglected phenomenon or the relevance of a particular theoretical perspective to that phenomenon. It could result into strong inspiration for new ideas and research topics. In a field like international business, qualitative exploratory research may help identify and understand new phenomena as they come forward and help decide if it is interesting researching these.

Doz (2011) concludes his section on implications of qualitative research in international business by stating that although there is no right answer to the question if qualitative research is worth the risk and the effort, it contributes to the development of a field of management research in multiple ways and definitely could contribute more to international business that it has done in the past.

More information about qualitative research for international business can be found in Doz’ article on jstor.org.

The Man Behind The Blog

The Man Behind The Blog


Hello, my name is Jens Demul. I’m a twenty-two-year-old international student athlete
from Belgium at West Virginia Wesleyan College. I studied Economics and Modern Languages, with a focus on Dutch, French, English, and German, throughout high school. After high school, I completed my first year of college in SME-Management at Karel de Grote University College in Antwerp, in June 2013.
After playing soccer for the past eighteen years in Belgium on different kind of levels, I decided to take on a new adventure. Also, SME-Management didn’t really turn out to be as interesting to me as I expected it to be, so I thought it was time for something new. This turned into an entire college career switch. In the summer of 2013, I started my journey across the ocean, here at West Virginia Wesleyan College as a student athlete playing soccer for the WVWC Men’s Soccer Team. I came in as a Business Management major, but quickly changed to a Business Administration & Economics major. This is my final semester here at West Virginia Wesleyan College as I will be graduating in May. I’m hoping the experience of finishing my bachelor’s degree abroad will result in a lot of career opportunities once I get out of college, so I can start building on my own future.

I started this blog as part of my Marketing Research & Strategy class. This is the first blog I have ever created, so I’m pretty excited to get to know more about this side of social media. Since this blog is in function of my Marketing Research & Strategy class, the majority (if not all) of my blog posts will be related to course specific topics that I researched throughout this semester. Almost every week of this semester, I will be posting reflections/ discussions on different topics related to marketing research and marketing strategy that have been discussed during that week’s class period. In order to gain an even better understanding of these topics, I would love to get more information and/ or thoughts from anyone reading my blog posts. It would be a fun experience to not only be able to learn more about marketing research and marketing strategies through what we learn in the class, but also from opinions of other people with the same marketing interests or even from people who are already active in the marketing field.

Feel free to also follow me on Facebook, Twitter, and LinkedIn. You can find links referring to my profile pages in the side bar and on the bottom of my blog site.


Galarneau, P. (2016). [Profile picture]. Retrieved January 12, 2017, from http://bobcatsoccer.com/bobcatsoccer/index.asp
How to Promote Your E Commerce Business with Social Media Marketing [Digital image]. (2016). Retrieved January 12, 2017, from http://iteamthinks.com/