Wizardry in Qualitative Marketing Analysis: A Toolbox for Teaching

  • Varsha Jain
  • Philip J. Kitchen
  • B. E. Ganesh
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The teaching of qualitative marketing research requires a systematic and robust toolbox. This toolbox should offer a comprehensive and systematic means of substantiating the insights of qualitative marketing analysis. This will only be possible when the respondent data, the propositions and the theoretical corpus can be analysed for logical consistency. To do so, the semantic format of respondent data needs to be converted into a formal system of representation. Thus, this study will develop a rigorous system for truth verifiability, via the rules and principles of symbolic logic and critical reasoning. This study will be novel and unique as extant studies of qualitative marketing research do not offer a systematic means of training students to analyse and substantiate the findings of qualitative marketing research. It will do so by verifying the categories, themes and propositions of qualitative marketing research. This verification will elevate the data into premises and conclusions. This will ensure that the retrospective and prospective verification of the themes and propositions of the study. Thus, our study will be invaluable to teachers, students and practitioners.


Qualitative marketing research Teaching toolbox Symbolic logic Critical reasoning 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Varsha Jain
    • 1
  • Philip J. Kitchen
    • 2
    • 3
  • B. E. Ganesh
    • 1
  1. 1.MICAAhmedabadIndia
  2. 2.Salford University Business SchoolSalfordUK
  3. 3.ESC Rennes School of BusinessRennesFrance

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