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Dissemination of Research

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Qualitative Consumer and Marketing Research

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Abstract

While data analysis and interpretation of qualitative research can yield conceptual descriptions of consumption experience, sharing and presenting of this knowledge may vary depending on the purpose i.e. academic or practical. For academic dissemination, the aim is to make theoretical advancement and to continue development of studies and theories. For practical dissemination, the aim is to address some practical situations or to find strategic programs in response to specific issues in the market. The first half of this chapter explains approaches to achieve theory building and writing reports or publications in leading academic journals. The second half of the chapter describes implications for business practices. This includes understanding of managerial needs and delivering meaningful research results to practitioners focusing on consumption and marketing in the Asian market context.

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Authors and Affiliations

  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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  1. Krittinee Nuttavuthisit
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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Dissemination of Research. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_11

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