Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Copley, Paul (2010)
Publisher: Westburn Publishers
Languages: English
Types: Article
Subjects: N100
The purpose of this paper is to explain the social contructivist approach taken to uncovering clearer, deeper meaning through a recent qualitative, interpretive and subjective research study. This study examined the ways in which marketing is seen and conducted in SMEs by SME principals and support agency practitioners. The research was designed with a particular method of data analysis (Discourse Analysis) in mind which was applied to the SME marketing context. The findings of the study provided a contribution to the SME marketing debate where the research approach taken proved to be instrumental in providing a contribution to both theory and practice of marketing in SMEs and the education, training and development activities of support agencies. The subjective nature of this research yielded benefits that would not have been available through a positivist research approach. The approach taken has more practical application than some traditionalists might believe. This paper explains how further understanding of SME marketing resulted from the study and how further original insights can be gained by applying the tools utilised in studies in SME marketing and marketing in other contexts.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Acker, J. Barry, K. and Esseveld, J. (1991), “Objectivity and truth: Problems in doing feminist research”, in Fonow, M. and Cook, J. (eds), Beyond Methodology: Feminist Scholarship as Lived Research, The Indiana Press, Bloomington, pp. 133-153.
    • Adkins, L. (2002), “Reflexivity and the politics of qualitative research. Qualitative research in action”, in May, T. (Ed), Qualitative Research in Action, London: Sage, pp. 332-348.
    • Askegaard, S. And Langer, M. (2002), “The body consumed: reflexivity and cosmetic surgery”, Psychology and Marketing, Vol. 19, No. 10, pp.793-812.
    • Atkinson, P. and Coffey, A. (1997), “Analyzing documentary realities”, in Silverman, D. (Ed.), Qualitative Research: Theory, Method and Practice, Thousand Oaks, CA: Sage, pp. 45-62.
    • Banister, P. et al (1994), Qualitative Methodology in Psychology: A Research Guide, London: OU Press Books.
    • Beckett, A. and Nayak, A. (2008), “The reflexive consumer”, Marketing Theory, Vol.
    • 8, No. 3, pp.299-317.
    • Berger, P. L., and Luckman J. A. (1967), The Social Construction of Reality. London: Penguin Books.
    • Brownlie, D, Saren, M, Wensley, R, and Whittington, R. (1999), Rethinking Marketing - Towards Critical Marketing Accountings, London: Sage.
    • Bryans, P., Mavin, S., and Waring, T. (2002), “Reflexivity - what is it? Newcastle Business School Working Paper, Newcastle: Newcastle Business School.
    • Buchanan, David A. and Bryman, Alan (2009), “The present and futures of organisational research”, in Buchanan, David A and Bryman, Alan (Eds.), The Sage Handbook of Organisational Research Methods, London: Sage Publications Ltd, pp.705-718.
    • Bucholtz, M. (2001), “reflexivity and critique in Discourse Analysis”, Critique of Anthropology, Vol. 21, No. 2, pp.165-183.
    • Burrell, G. and Morgan, G. (1979). Sociological Paradigms and Organisational Analysis, London: Heinemann.
    • Burton, D. (2001), “Critical marketing: the blueprint”, European Journal of Marketing, Vol. 35, Nos. 5/6, pp. 722-743.
    • Burton, D. (2005), “Marketing theory matters”, British Journal of Management, Vol.
    • 16, No. 1, pp.5-18.
    • Chenail, R. J. (1995), “Presenting qualitative data. The Qualitative Report”, Vol. 2, No. 3, December, pp. 1-8, available at http://www.nova.edu/ssss/QR/QR2- 3/presenting.html. (Accessed 28.06.06).
    • Connelly, F. M. and Clandinin, D. J. (1990), “Stories of experience and narrative inquiry”, Educational Researcher, Vol. 19, No. 5, pp.2-14.
    • Copley, P. (2008), A Qualitative Research Approach to New Ways of Seeing Marketing in SMEs: Implications for Education, Training and Development. PhD Thesis, Newcastle: Northumbria University, February.
    • Finlay, L. (2002), “Outing the researcher: the provenance, process and practice of reflexivity”, Qualitative Health Research, Vol. 12, No. 4, April, pp.531-545.
    • Fisher, C. (2004), Researching and Writing a Dissertation for Business Students, Hertfordshire: FT/Prentice Hall.
    • Foucault, M. (1972), The Archaeology of Knowledge, London: Tavistock.
    • Fries, C. J. (2009), “Bourdieu's Reflexive Sociology as a theoretical basis for mixed methods research”, Journal of Mixed Methods Research, Vol. 3, No. 4, pp.326-348.
    • Fuller, P. B. (1994). Assessing marketing in small and medium sized enterprises.
    • European Journal of Marketing, Vol. 28, No. 12, pp.34-49.
    • Goulding, C. And Saren, M. (2010), “Immersion, emergence and reflexivity: grounded theory and aesthetic consumption”, International Journal of Culture, Tourism and Hospitality Research, Vol. 4, No. 1, pp.70-82.
    • Grant, D., Keenoy, T. and Oswick, C. (1998), Discourse and Organization, London: Sage.
    • Grant, D., Keenoy, T. and Oswick, C. (2001), “Organisational discourse: key contributions and challenges”, International Studies of management and organisation, Vol. 31, No. 3, pp.5-24.
    • Grant, P. and Perren, L. (2002), “Small business and entrepreneurial research: metatheories, paradigms and prejudices”, International Small Business Journal, Vol. 20, No. 2, pp.185-198.
    • Hackley, C. E. (1998). Social constructionism and research in marketing and advertising. Qualitative Marketing Research: An International Journal, Vol.1, No. 3, pp. 125-131.
    • Halkier, Bente (2010), “Focus groups as social enactments: integrating interaction and content in the analysis of focus group data”, Qualitative Research, Vol. 10, No. 71, pp.71-89.
    • Lessa, L. (2006), “Discursive stuggles within social welfare: restaging teen motherhood”, British Journal of Social Work, Vol. 36, No. 2, pp.283-298.
    • Silverman, D. (2000), “Analysing text and talk”, in Denzin, N. K. and Lincoln, Y. S.
    • (eds), Handbook of Qualitative Research 2000, Thousand Oaks, CA: Sage, pp. 821- 834.
    • Sparrow, J. (1999), “Using qualitative research to establish SME support needs”, Qualitative Market Research: An International Journal, Vol. 2, No. 2 pp. 121-134.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article