JEFMS Journal

ABSTRACT:

This paper aims to discuss about the qualitative approach to marketing research as part of business performance measurement in the present. This paper compares three qualitative approaches include phenomenology, grounded theory and ethnography. It would be beneficial for the development of the theory and help making effective business decisions. This paper shows that qualitative methods are now acceptable for consumer research and a wider field of marketing. This paper offers from the perspective of qualitative research methods and some of their possible application in marketing research and business performance measurement.

KEYWORDS:

qualitative, marketing, business performance

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