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All Journal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Uran, Alfonsus Vianey Nara
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH PENDEKATAN KUALITATIF DALAM RISET PEMASARAN DAN PENGUKURAN PADA KINERJA BISNIS Baiza, Ahmad; Uran, Alfonsus Vianey Nara; Fadhilah, Muinah
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 1 No 2 (2022): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (185.716 KB) | DOI: 10.55047/jekombital.v1i2.344

Abstract

This study aims to discuss qualitative approaches in marketing research as part of measuring business performance today. This research examines the similarities and differences between three qualitative research methods: phenomenology, grounded theory, and ethnography. Research will be beneficial to the development of theories and will assist in the making of sound business decisions. This study demonstrates that qualitative research methods are now considered appropriate for use in consumer research as well as marketing in general. This article presents a research method that takes a qualitative approach and discusses some of the potential applications of that method in marketing research and the measurement of business success.
Co-Authors Baiza, Ahmad Muinah Fadhilah, Muinah