Dr. Carlos DIAZ RUIZ

Professor in Marketing & Consumer studies

IMP Doctoral Consortium 2013 – Qualitative research

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I am writing this post after listening a great presentation from Abbie Griffin (University of Utah) on how to maintain rigor in qualitative research. It has been great to listen such a prestigious speaker interact with other senior faculty members such as Aino Halinen (University of Turku)  and J-Å Törnroos  (Åbo Akademi University). The discussion allowed me to identify some of the many differences between qualitative researchers from North America, and qualitative researchers from Europe.

The two traditions are so different that there is no wonder why European scholars find difficult to publish in US Journals, but fortunately there are very many journals in the world. The paradigms are very different on their very foundations. For example, North Americans would focus on validity and generalizability while Europeans would use qualitative research to get access to sensitive information which is difficult to find. This difference influences the operationalization of research such as what constitutes a robust sample, and how publishable are single cases.

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Author: Diaz Ruiz

Carlos A. Diaz Ruiz is Assistant Professor in Marketing at Kedge Business School in Bordeaux

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