Employing information communication technologies to enhance qualitative international marketing enquiry

Sharon Loane, James Bell, Rod Mc Naughton

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace greater methodological pluralism and broaden their geographical perspectives. This contribution posits that new information communication technologies (ICT), particularly the internet, can significantly improve the robustness of qualitative and mixed-method international marketing research. Design/methodology/approach – The paper describes and evaluates the application of ICT in a recent cross-national enquiry into rapidly internationalising small firms. Online sources were used to gather information on 218 internationalising small firms, in Australia, Canada, Ireland and New Zealand. An e-mail instrument was then administered to verify this data and address information gaps, resulting in 143 usable responses, evenly distributed across locations. Key emerging themes were identified and a representative sub-sample of 53 firms was selected for further in-depth investigation via face-to-face interviews with CEOs. Findings – The authors contend that such technologies can help to refine sample identification and selection procedures, improve response rates and encourage greater respondent “buy-in” to depth interviews. They also lead to much more targeted lines of enquiry during depth interviews by identifying key research themes and issues, thus enhancing the depth and richness of the insights obtained. Originality/value – The paper concludes that novel ICT-enabled research approaches as described herein are particularly effective because, compared to conventional survey methods, they are more user friendly and better received by subjects.
LanguageEnglish
Pages438-455
JournalInternational Marketing Review
Volume23
Issue number4
DOIs
Publication statusPublished - 2006

Fingerprint

Information communication technology
International marketing
Small firms
New Zealand
Cross-national
Electronic mail
Empirical investigation
Quantitative methods
Design methodology
Mixed methods
Methodological pluralism
Canada
World Wide Web
Ireland
Qualitative methods
Single market
International marketing research
Response rate
Chief executive officer
Robustness

Keywords

  • International marketing
  • Internet
  • Qualitative methods
  • Research methods

Cite this

@article{2b4fbcd6d7474ba59390defe86202773,
title = "Employing information communication technologies to enhance qualitative international marketing enquiry",
abstract = "Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace greater methodological pluralism and broaden their geographical perspectives. This contribution posits that new information communication technologies (ICT), particularly the internet, can significantly improve the robustness of qualitative and mixed-method international marketing research. Design/methodology/approach – The paper describes and evaluates the application of ICT in a recent cross-national enquiry into rapidly internationalising small firms. Online sources were used to gather information on 218 internationalising small firms, in Australia, Canada, Ireland and New Zealand. An e-mail instrument was then administered to verify this data and address information gaps, resulting in 143 usable responses, evenly distributed across locations. Key emerging themes were identified and a representative sub-sample of 53 firms was selected for further in-depth investigation via face-to-face interviews with CEOs. Findings – The authors contend that such technologies can help to refine sample identification and selection procedures, improve response rates and encourage greater respondent “buy-in” to depth interviews. They also lead to much more targeted lines of enquiry during depth interviews by identifying key research themes and issues, thus enhancing the depth and richness of the insights obtained. Originality/value – The paper concludes that novel ICT-enabled research approaches as described herein are particularly effective because, compared to conventional survey methods, they are more user friendly and better received by subjects.",
keywords = "International marketing, Internet, Qualitative methods, Research methods",
author = "Sharon Loane and James Bell and {Mc Naughton}, Rod",
note = "Highly Commended paper 2006 Reference text: Albaum, G. & Peterson, R. A. (1984), “Empirical research in international marketing: 1976-1982”, Journal of International Business Studies, 15, 161-173. Armstrong, J.S. & Overton, T.S. (1977), {"}Estimating Nonresponse Bias in Mail Surveys,{"} Journal of Marketing Research, 14 (3), 396-402. Bell, J., McNaughton, R., Young, S. & Crick, D. 2003. {"}Towards an Integrative Model of Small Firm Internationalisation{"}, Journal of International Entrepreneurship, 1(4), 339-362. Bell, J. (1995), {"}The Internationalisation of Small Computer Software Firms: A Further Challenge to 'Stage' Theories, European Journal of Marketing, 29(8), 59-74. Bradley, M. F. (1987), “Nature and significance of international marketing: a review”, Journal of Business Research, 15, 205-219. Blomstermo, A., Eriksson, K., and Sharma, D.D., (2004),’Domestic Activity and Knowledge Development in the Internationalization Process of Firms’, Journal of International Entrepreneurship, 2(3), 239-258Bonaccorsi, A. (1992) {"}On the Relationship between Firm Size and Export Intensity{"}, Journal of International Business Studies, 23(4), pp. 605-635. Buchanan, D., Boddy, D & McCalman, J (1988), {"}Getting in, Getting on, Getting out, and Getting Back - the Art of the Possible,{"} in Doing Research in Organizations, Alan Bryman (Ed.). London: Routledge, 53-67. Carson, D., Gilmore, A., Perry, C. & Gronhaug, K. (2000), Qualitative Marketing Research, Sage Publications, London. Carson, D. & Coviello, N. E. (1996), Qualitative issues at the Marketing/ Entrepreneurship Interface, Marketing Intelligence and Planning, 14(6), 51-58. Cavusgil, S. T. & Das, A. (1997), “Methodological issues in empirical cross-cultural research: a survey of the management literature and a framework”, Management International Review, 37, 71-96. Chetty, S. & Campbell-Hunt, C. 2004, {"}A Strategic Approach to Internationalization: A Traditional Versus a {"}Born-Global{"} Approach.{"}, Journal of International Marketing, vol. 12, no. 1, pp. 57-81. Coviello, N. (2005) “Integrating Qualitative and Quantitative Techniques in Network Analysis” Qualitative Market Research: An International Journal, 8, (1), 39-60. Coviello, N.E. & Jones, M. V. (2004), {"}Methodological issues in international entrepreneurship research{"}, Journal of Business Venturing 19, 485-508. Coviello, N. E. & McAuley, A. (1999), Internationalisation and the smaller firm: A review of contemporary empirical research, Management International Review, 39 (2), 223-257. Coviello, N. E. & Munro, H. (1997), {"}Network relationships and the internationalisation process of small software firms{"}, International Business Review, 6 (4), 361-386. Craig, C. S. & Douglas, S. P. (2001), {"}Conducting international marketing research in the twenty-first Century{"}, International Marketing Review, 18(1), 80-90. Daniels, J. D. (1991) “Relevance in international business research, a need for more linkages”, Journal of International Business Studies, 22, 77-86 De Meur, G. & Rihoux, B. (2002) {"}L'Analyse Quali-Quantitative Compar{\'e}e (AQQC-QCA). Approche, techniques et applications en sciences humaines{"}, Louvain-la-neuve: Academia-Bruylant, 2002, pp.35. Dillman, D. A. Eltringe, J. L., Grove, J. L. & Little, R. J. A. (Eds.) (2002), Survey Non Response, New York, Wiley Dillman, D. A. (2000), Mail and Internet Surveys: The Tailored Design Method (2nd Ed.), New York, Wiley. Farley, J. U. & Lehmann, D.R. (2001),{"}The important role of meta-analysis in international research in marketing{"}, International Marketing Review, 18 (1), 70-79.Fletcher, R., Bell, J. & McNaughton, R. (2004), International e-Marketing, Thompson International Business Press, London. Gabrielsson, M. & Kirpalani, V. H. 2004, {"}Born globals: how to reach new business space rapidly{"}, International Business Review, vol. 13, no. 5, pp. 555-571.Ghauri, P.N. & Gronhaug, K. (2002) Research Methods in Business Studies: A Practical Guide, (2nd Ed.) Financial Times Prentice-Hall, London. Ghauri, P. N. and Holstius, K (1996), {"}The Role of Matching in the Foreign Market Entry Process in the Baltic States,{"} European Journal of Marketing, 30 (2), 75-88. Gankema, H. G., Snuit, H. R. & van Dijken, K. A. (1997), {"}The Internationalisation Process of Small and Medium Sized Enterprises: An Evaluation of the Stage Theory{"}, in Donkels, R. and Miettinen, A. (Eds.) Entrepreneurship and SME Research: On its way to the Next Millennium, Ashgate Publishing, Aldershot, 185-197. Hashai, N. & Almor, T. 2004, {"}Gradually internationalizing 'born global' firms: an oxymoron?{"}, International Business Review, vol. 13, no. 4, pp. 465-483. Hewson, C., Yule, P., Laurent, D. & Vogel, K. (2002), Internet Research Methods: A Practical Guide for the Social and Behavioural Sciences, London, Sage Hill, J. & McGowan, P. (2000), {"}Small business and enterprise development: questions about research methodology{"}, International Journal of Entrepreneurial Behaviour and Research, 5(1), 5-18. Inkpen, A. & Beamish, P. (1994), “An analysis of twenty-five years of research in the JIBS”, Journal of International Business Studies, 25, 703-715. Jones, S. (1985), Depth Interviewing, Applied Qualitative Research, Gower, Aldershot, 45-55. Knight, G. & Cavusgil, S. T. 2004, {"}Innovation, organizational capabilities, and the born-global firm {"}, Journal of International Business Studies, vol. 35, no. 2, pp. 124-141. Knight, G. & Cavusgil, S. T. (1996). “The born global firm: a challenge to traditional internationalization theory”. Advances in International Marketing, Jai Press, 11-26. Kundu, S. K. & Katz, J. 2003, {"}Born-International SMEs: BI-Level Impacts of Resources and Intentions{"}, Small Business Economics, vol. 20, pp. 25-47. Leonidou, L.C. and Katsikeas, C. S., (1996) “The export development process: an integrative review of empirical models”, Journal of International Business Studies, 27(3), 517-551. Marschan-Piekkari, R. & Welch, C. (2004) “ Qualitative Research Methods in International Business: The State of the Art”, Handbook of Qualitative Research Methods for International Business, Marschan-Piekkari, R. and Welch, R. (ed.), 5-24.Martin, L.M., and Matlay, H. (2003) “Innovative use of the Internet in established small firms: the impact of knowledge management and organisational learning in accessing new opportunities”. Qualitative Market Research, 6 (1), pp. 18-26.McDougall, P.P. & Oviatt, B.M. (2003), 'Some fundamental issues in international entrepreneurship”, http://www.usasbe.org/knowledge/whitepapers (Accessed 30/6/05) McDougall, P.P., Shane, S. and Oviatt, B.M. (1994), “Explaining the formation of international new ventures: the limits of theories from international business research”, Journal of Business Venturing, 9, 469-487. McDonald, H. & Adam, S. (2003), {"}A comparison of online and postal data collection methods in marketing research{"}, Marketing Intelligence and Planning, 21(2), 85-95. McGuinness, K. & Short, T. (1998), Research on the Net, London, Old Bailey Press. McKinsey & Co. (1993), Emerging exporters: Australia’s high value-added manufacturing exporters, Australian Manufacturing Council, Melbourne. Miesenbock, K.J. (1988) {"}Small Business and Exporting: A Literature Review{"}, International Small Business Journal, Vol. 6(2), pp. 42 61. Moen, O. & Servais, P. 2002, {"}Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises{"}, Journal of International Marketing, vol. 10, no. 3, pp. 49-72. Nakata, C. & Huang, Y. (2005) “Progress and promise: the last decade of international marketing research” Journal of Business Research, 58, 611-618 Nordstrom, K.A. (1990), The Internationalization Process of the Firm - Searching for New Patterns and Explanations, Stockholm School of Economics, Sweden. Oviatt, B.M. and McDougall, P.P. (1994), “Toward a theory of international new ventures”, Journal of International Business Studies, 25(1), 45-64. Ragin, C. & Zaret, D. (1983), Theory and Method in Comparative Research: Two Strategies, Social Forces, 61, 731-54. Rialp, A., Rialp, J., & Knight, G. A. 2005, {"}The phenomenon of early internationalizing firms: what do we know after a decade (1993-2003) of scientific inquiry?{"}, International Business Review, vol. 14, no. 2, pp. 147-166. Rihoux, B, De Meur, G., Yamasaki, S & Ronsse, S (2003), An inventory of good QCA practice, http://smalln.spri.ucl.ac.be/Didactics1GB.htm#1bis. (Accessed 12/9/2005) Reuber, A.R., and Fischer, E. (2002), “Foreign Sales and Small Firm Growth: The Moderating Role of the Management Team”, Entrepreneurship Theory and Practice Volume 27, pp. 29-46 Reuber, A.R., and Fischer, E. (1997), “The Influence of the Management Team’s International Experience on the Internationalization Behaviours of SMEs”, Journal of International Business Studies, 28 (4), pp. 807-825. Robson, C. (2002), Real World Research (2nd Ed.), Oxford, Blackwell. Saunders M.N.K., Lewis P. & Thornhill, A. (2003), Research Methods for Business Students (3rd Ed.) Harlow, Financial Times Prentice Hall. Salzberger, T & Sinkovics, R.R. (2006), {"}Reconsidering the Problem of Data Equivalence in International Marketing Research -Contrasting Approaches Based on CFA and the Rasch Model for Measurement,{"} International Marketing Review, (accepted for publication). Sharma, D. D. & Blomstermo, A. 2003, {"}The internationalization process of Born Globals: a network view{"}, International Business Review, vol. 12, no. 6, pp. 739-753 Sin, L.Y.M., Cheung, G.W.H. & Lee, R. (1999), “Methodology in cross-cultural consumer research: a review and critical assessment”, Journal of International Consumer Marketing, 11, 75-96. Sinkovics, R.R., Penz, E. & Ghauri, P.N. (2005), “Analysing textual data in international marketing research”, Qualitative marketing Research: An International Journal, 8 (1), 9-32. Strauss, A.L. & Corbin, J.M. (1998), Basics of Qualitative Research: Grounded Theory Procedures and Techniques, Sage Publications, Thousand Oaks, Ca. Sullivan, D. P. (1998), “Cognitive tendencies in international business research: implications to the matter of a narrow vision”, Journal of International Business Studies, 29, 837-863. Tull, D. S. & Hawkins, D. (1990), Marketing Research, Measurement and Method, 5th Ed., Macmillan, New York. Walters, P. G. (2001), {"}Research at the 'margin', Challenges for Scholars working outside the 'American-European' domain{"}, International Marketing Review, 18(5), 468-473. Wass, V. J. and Wells, P. E. (1994), 'Research Methods in Action'. In Wass, V. J. and Wells, P. E. Principles and Practices in Business Management Research, Dartmouth, 1-34. Welch, D. E. & Welch, L. S. (1996), The internationalization process and networks: a strategic management perspective. Journal of International Marketing, 4 (3), 11-28. Wilson, A. & Laskey, N. (2003), {"}Internet based marketing research: a serious alternative to traditional research methods{"}, Marketing Intelligence and Planning, 21(2), 79-84.",
year = "2006",
doi = "10.1108/02651330610678994",
language = "English",
volume = "23",
pages = "438--455",
journal = "International Marketing Review",
issn = "0265-1335",
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}

Employing information communication technologies to enhance qualitative international marketing enquiry. / Loane, Sharon; Bell, James; Mc Naughton, Rod.

In: International Marketing Review, Vol. 23, No. 4, 2006, p. 438-455.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Employing information communication technologies to enhance qualitative international marketing enquiry

AU - Loane, Sharon

AU - Bell, James

AU - Mc Naughton, Rod

N1 - Highly Commended paper 2006 Reference text: Albaum, G. & Peterson, R. A. (1984), “Empirical research in international marketing: 1976-1982”, Journal of International Business Studies, 15, 161-173. Armstrong, J.S. & Overton, T.S. (1977), "Estimating Nonresponse Bias in Mail Surveys," Journal of Marketing Research, 14 (3), 396-402. Bell, J., McNaughton, R., Young, S. & Crick, D. 2003. "Towards an Integrative Model of Small Firm Internationalisation", Journal of International Entrepreneurship, 1(4), 339-362. Bell, J. (1995), "The Internationalisation of Small Computer Software Firms: A Further Challenge to 'Stage' Theories, European Journal of Marketing, 29(8), 59-74. Bradley, M. F. (1987), “Nature and significance of international marketing: a review”, Journal of Business Research, 15, 205-219. Blomstermo, A., Eriksson, K., and Sharma, D.D., (2004),’Domestic Activity and Knowledge Development in the Internationalization Process of Firms’, Journal of International Entrepreneurship, 2(3), 239-258Bonaccorsi, A. (1992) "On the Relationship between Firm Size and Export Intensity", Journal of International Business Studies, 23(4), pp. 605-635. Buchanan, D., Boddy, D & McCalman, J (1988), "Getting in, Getting on, Getting out, and Getting Back - the Art of the Possible," in Doing Research in Organizations, Alan Bryman (Ed.). London: Routledge, 53-67. Carson, D., Gilmore, A., Perry, C. & Gronhaug, K. (2000), Qualitative Marketing Research, Sage Publications, London. Carson, D. & Coviello, N. E. (1996), Qualitative issues at the Marketing/ Entrepreneurship Interface, Marketing Intelligence and Planning, 14(6), 51-58. Cavusgil, S. T. & Das, A. (1997), “Methodological issues in empirical cross-cultural research: a survey of the management literature and a framework”, Management International Review, 37, 71-96. Chetty, S. & Campbell-Hunt, C. 2004, "A Strategic Approach to Internationalization: A Traditional Versus a "Born-Global" Approach.", Journal of International Marketing, vol. 12, no. 1, pp. 57-81. Coviello, N. (2005) “Integrating Qualitative and Quantitative Techniques in Network Analysis” Qualitative Market Research: An International Journal, 8, (1), 39-60. Coviello, N.E. & Jones, M. V. (2004), "Methodological issues in international entrepreneurship research", Journal of Business Venturing 19, 485-508. Coviello, N. E. & McAuley, A. (1999), Internationalisation and the smaller firm: A review of contemporary empirical research, Management International Review, 39 (2), 223-257. Coviello, N. E. & Munro, H. (1997), "Network relationships and the internationalisation process of small software firms", International Business Review, 6 (4), 361-386. Craig, C. S. & Douglas, S. P. (2001), "Conducting international marketing research in the twenty-first Century", International Marketing Review, 18(1), 80-90. Daniels, J. D. (1991) “Relevance in international business research, a need for more linkages”, Journal of International Business Studies, 22, 77-86 De Meur, G. & Rihoux, B. (2002) "L'Analyse Quali-Quantitative Comparée (AQQC-QCA). Approche, techniques et applications en sciences humaines", Louvain-la-neuve: Academia-Bruylant, 2002, pp.35. Dillman, D. A. Eltringe, J. L., Grove, J. L. & Little, R. J. A. (Eds.) (2002), Survey Non Response, New York, Wiley Dillman, D. A. (2000), Mail and Internet Surveys: The Tailored Design Method (2nd Ed.), New York, Wiley. Farley, J. U. & Lehmann, D.R. (2001),"The important role of meta-analysis in international research in marketing", International Marketing Review, 18 (1), 70-79.Fletcher, R., Bell, J. & McNaughton, R. (2004), International e-Marketing, Thompson International Business Press, London. Gabrielsson, M. & Kirpalani, V. H. 2004, "Born globals: how to reach new business space rapidly", International Business Review, vol. 13, no. 5, pp. 555-571.Ghauri, P.N. & Gronhaug, K. (2002) Research Methods in Business Studies: A Practical Guide, (2nd Ed.) Financial Times Prentice-Hall, London. Ghauri, P. N. and Holstius, K (1996), "The Role of Matching in the Foreign Market Entry Process in the Baltic States," European Journal of Marketing, 30 (2), 75-88. Gankema, H. G., Snuit, H. R. & van Dijken, K. A. (1997), "The Internationalisation Process of Small and Medium Sized Enterprises: An Evaluation of the Stage Theory", in Donkels, R. and Miettinen, A. (Eds.) Entrepreneurship and SME Research: On its way to the Next Millennium, Ashgate Publishing, Aldershot, 185-197. Hashai, N. & Almor, T. 2004, "Gradually internationalizing 'born global' firms: an oxymoron?", International Business Review, vol. 13, no. 4, pp. 465-483. Hewson, C., Yule, P., Laurent, D. & Vogel, K. (2002), Internet Research Methods: A Practical Guide for the Social and Behavioural Sciences, London, Sage Hill, J. & McGowan, P. (2000), "Small business and enterprise development: questions about research methodology", International Journal of Entrepreneurial Behaviour and Research, 5(1), 5-18. Inkpen, A. & Beamish, P. (1994), “An analysis of twenty-five years of research in the JIBS”, Journal of International Business Studies, 25, 703-715. Jones, S. (1985), Depth Interviewing, Applied Qualitative Research, Gower, Aldershot, 45-55. Knight, G. & Cavusgil, S. T. 2004, "Innovation, organizational capabilities, and the born-global firm ", Journal of International Business Studies, vol. 35, no. 2, pp. 124-141. Knight, G. & Cavusgil, S. T. (1996). “The born global firm: a challenge to traditional internationalization theory”. Advances in International Marketing, Jai Press, 11-26. Kundu, S. K. & Katz, J. 2003, "Born-International SMEs: BI-Level Impacts of Resources and Intentions", Small Business Economics, vol. 20, pp. 25-47. Leonidou, L.C. and Katsikeas, C. S., (1996) “The export development process: an integrative review of empirical models”, Journal of International Business Studies, 27(3), 517-551. Marschan-Piekkari, R. & Welch, C. (2004) “ Qualitative Research Methods in International Business: The State of the Art”, Handbook of Qualitative Research Methods for International Business, Marschan-Piekkari, R. and Welch, R. (ed.), 5-24.Martin, L.M., and Matlay, H. (2003) “Innovative use of the Internet in established small firms: the impact of knowledge management and organisational learning in accessing new opportunities”. Qualitative Market Research, 6 (1), pp. 18-26.McDougall, P.P. & Oviatt, B.M. (2003), 'Some fundamental issues in international entrepreneurship”, http://www.usasbe.org/knowledge/whitepapers (Accessed 30/6/05) McDougall, P.P., Shane, S. and Oviatt, B.M. (1994), “Explaining the formation of international new ventures: the limits of theories from international business research”, Journal of Business Venturing, 9, 469-487. McDonald, H. & Adam, S. (2003), "A comparison of online and postal data collection methods in marketing research", Marketing Intelligence and Planning, 21(2), 85-95. McGuinness, K. & Short, T. (1998), Research on the Net, London, Old Bailey Press. McKinsey & Co. (1993), Emerging exporters: Australia’s high value-added manufacturing exporters, Australian Manufacturing Council, Melbourne. Miesenbock, K.J. (1988) "Small Business and Exporting: A Literature Review", International Small Business Journal, Vol. 6(2), pp. 42 61. Moen, O. & Servais, P. 2002, "Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises", Journal of International Marketing, vol. 10, no. 3, pp. 49-72. Nakata, C. & Huang, Y. (2005) “Progress and promise: the last decade of international marketing research” Journal of Business Research, 58, 611-618 Nordstrom, K.A. (1990), The Internationalization Process of the Firm - Searching for New Patterns and Explanations, Stockholm School of Economics, Sweden. Oviatt, B.M. and McDougall, P.P. (1994), “Toward a theory of international new ventures”, Journal of International Business Studies, 25(1), 45-64. Ragin, C. & Zaret, D. (1983), Theory and Method in Comparative Research: Two Strategies, Social Forces, 61, 731-54. Rialp, A., Rialp, J., & Knight, G. A. 2005, "The phenomenon of early internationalizing firms: what do we know after a decade (1993-2003) of scientific inquiry?", International Business Review, vol. 14, no. 2, pp. 147-166. Rihoux, B, De Meur, G., Yamasaki, S & Ronsse, S (2003), An inventory of good QCA practice, http://smalln.spri.ucl.ac.be/Didactics1GB.htm#1bis. (Accessed 12/9/2005) Reuber, A.R., and Fischer, E. (2002), “Foreign Sales and Small Firm Growth: The Moderating Role of the Management Team”, Entrepreneurship Theory and Practice Volume 27, pp. 29-46 Reuber, A.R., and Fischer, E. (1997), “The Influence of the Management Team’s International Experience on the Internationalization Behaviours of SMEs”, Journal of International Business Studies, 28 (4), pp. 807-825. Robson, C. (2002), Real World Research (2nd Ed.), Oxford, Blackwell. Saunders M.N.K., Lewis P. & Thornhill, A. (2003), Research Methods for Business Students (3rd Ed.) Harlow, Financial Times Prentice Hall. Salzberger, T & Sinkovics, R.R. (2006), "Reconsidering the Problem of Data Equivalence in International Marketing Research -Contrasting Approaches Based on CFA and the Rasch Model for Measurement," International Marketing Review, (accepted for publication). Sharma, D. D. & Blomstermo, A. 2003, "The internationalization process of Born Globals: a network view", International Business Review, vol. 12, no. 6, pp. 739-753 Sin, L.Y.M., Cheung, G.W.H. & Lee, R. (1999), “Methodology in cross-cultural consumer research: a review and critical assessment”, Journal of International Consumer Marketing, 11, 75-96. Sinkovics, R.R., Penz, E. & Ghauri, P.N. (2005), “Analysing textual data in international marketing research”, Qualitative marketing Research: An International Journal, 8 (1), 9-32. Strauss, A.L. & Corbin, J.M. (1998), Basics of Qualitative Research: Grounded Theory Procedures and Techniques, Sage Publications, Thousand Oaks, Ca. Sullivan, D. P. (1998), “Cognitive tendencies in international business research: implications to the matter of a narrow vision”, Journal of International Business Studies, 29, 837-863. Tull, D. S. & Hawkins, D. (1990), Marketing Research, Measurement and Method, 5th Ed., Macmillan, New York. Walters, P. G. (2001), "Research at the 'margin', Challenges for Scholars working outside the 'American-European' domain", International Marketing Review, 18(5), 468-473. Wass, V. J. and Wells, P. E. (1994), 'Research Methods in Action'. In Wass, V. J. and Wells, P. E. Principles and Practices in Business Management Research, Dartmouth, 1-34. Welch, D. E. & Welch, L. S. (1996), The internationalization process and networks: a strategic management perspective. Journal of International Marketing, 4 (3), 11-28. Wilson, A. & Laskey, N. (2003), "Internet based marketing research: a serious alternative to traditional research methods", Marketing Intelligence and Planning, 21(2), 79-84.

PY - 2006

Y1 - 2006

N2 - Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace greater methodological pluralism and broaden their geographical perspectives. This contribution posits that new information communication technologies (ICT), particularly the internet, can significantly improve the robustness of qualitative and mixed-method international marketing research. Design/methodology/approach – The paper describes and evaluates the application of ICT in a recent cross-national enquiry into rapidly internationalising small firms. Online sources were used to gather information on 218 internationalising small firms, in Australia, Canada, Ireland and New Zealand. An e-mail instrument was then administered to verify this data and address information gaps, resulting in 143 usable responses, evenly distributed across locations. Key emerging themes were identified and a representative sub-sample of 53 firms was selected for further in-depth investigation via face-to-face interviews with CEOs. Findings – The authors contend that such technologies can help to refine sample identification and selection procedures, improve response rates and encourage greater respondent “buy-in” to depth interviews. They also lead to much more targeted lines of enquiry during depth interviews by identifying key research themes and issues, thus enhancing the depth and richness of the insights obtained. Originality/value – The paper concludes that novel ICT-enabled research approaches as described herein are particularly effective because, compared to conventional survey methods, they are more user friendly and better received by subjects.

AB - Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace greater methodological pluralism and broaden their geographical perspectives. This contribution posits that new information communication technologies (ICT), particularly the internet, can significantly improve the robustness of qualitative and mixed-method international marketing research. Design/methodology/approach – The paper describes and evaluates the application of ICT in a recent cross-national enquiry into rapidly internationalising small firms. Online sources were used to gather information on 218 internationalising small firms, in Australia, Canada, Ireland and New Zealand. An e-mail instrument was then administered to verify this data and address information gaps, resulting in 143 usable responses, evenly distributed across locations. Key emerging themes were identified and a representative sub-sample of 53 firms was selected for further in-depth investigation via face-to-face interviews with CEOs. Findings – The authors contend that such technologies can help to refine sample identification and selection procedures, improve response rates and encourage greater respondent “buy-in” to depth interviews. They also lead to much more targeted lines of enquiry during depth interviews by identifying key research themes and issues, thus enhancing the depth and richness of the insights obtained. Originality/value – The paper concludes that novel ICT-enabled research approaches as described herein are particularly effective because, compared to conventional survey methods, they are more user friendly and better received by subjects.

KW - International marketing

KW - Internet

KW - Qualitative methods

KW - Research methods

U2 - 10.1108/02651330610678994

DO - 10.1108/02651330610678994

M3 - Article

VL - 23

SP - 438

EP - 455

JO - International Marketing Review

T2 - International Marketing Review

JF - International Marketing Review

SN - 0265-1335

IS - 4

ER -