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- W2578201311 abstract "The long interview is an intensive questioning of informants selected for their special knowledge, experiences and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the informants, including an understanding of the informants' worldviews of the topic under study in their own language. The chapter compares the strengths and weaknesses of the long interview to other primary data collection methods. The chapter describes a research application of the long interview in integrated marketing. The study was designed to (a) learn about the rich complexities in the lives of household gardeners buying and using seeds plants after responding to direct marketing appeals and (b) resolve two conflicting “theories-in-use” of how and why different customer types purchase products. These competing theories were proposed by different executives in the firm sponsoring the study. The development and critical testing of competing theories-in-use are described. This chapter reports a study to learn the behavior of five customer types. The results include thick descriptions of the processes of buying and using seeds and plants purchased through direct marketing offers and store visits." @default.
- W2578201311 created "2017-01-26" @default.
- W2578201311 creator A5082016079 @default.
- W2578201311 date "2016-12-07" @default.
- W2578201311 modified "2023-09-24" @default.
- W2578201311 title "Applying the Long Interview in Case Study Research" @default.
- W2578201311 doi "https://doi.org/10.1108/978-1-78560-461-420152026" @default.
- W2578201311 hasPublicationYear "2016" @default.
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