Verifying rigor: analyzing qualitative research in international marketing
Abstract
Purpose There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this study synthesizes the past literature to present an overarching, yet adaptable, trustworthiness verification framework for assessing the rigor of various qualitative methods used in IM. Design/methodology/approach The paper draws on qualitative research from various...
Paper Details
Title
Verifying rigor: analyzing qualitative research in international marketing
Published Date
Aug 12, 2021
Volume
38
Issue
6
Pages
1289 - 1307
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