The State Of Research In Marketing

ejm cover (i).qxd 3/9/05 11:24 AM Page 1 ISBN 1-84544-098-6 ISSN 0309-0566 Volume 39 Number 3/4 2005 European Journal of Marketing The state of research in marketing Guest Editors: Nick Lee and John Saunders www.emeraldinsight.com European Journal of Marketing ISSN 0309-0566 Volume 39 Number 3/4 2005 The state of research in marketing Guest Editors Nick Lee and John Saunders Access this journal online _________________________ 243 Editorial advisory board __________________________ 244 GUEST EDITORIAL Whither research in marketing? John Saunders and Nick Lee _____________________________________ 245 COMMENTARY Where are we and where are we going? The status and future of research in marketing Dale Littler and Caroline Tynan __________________________________ 261 Beyond incommensurability? Empirical expansion on diversity in research Andrea Davies and James A. Fitchett ______________________________ 272 Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research Christina Goulding _____________________________________________ 294 Qualitative research in marketing: road-map for a wilderness of complexity and unpredictability Evert Gummesson______________________________________________ Access this journal electronically The current and past volumes of this journal are available at: www.emeraldinsight.com/0309-0566.htm You can also search more than 100 additional Emerald journals in Emerald Fulltext (www.emeraldinsight.com/ft) and Emerald Management Xtra (www.emeraldinsight.com/emx) See page following contents for full details of what your access includes. 309 CONTENTS CONTENTS The rise and fall of the Latin Square in marketing: a cautionary tale continued Robert P. Hamlin ______________________________________________ 328 Equivalence of survey data: relevance for international marketing Hester van Herk, Ype H. Poortinga and Theo M.M. Verhallen __________ 351 The evolution of ‘‘classical mythology’’ within marketing measure development Nick Lee and Graham Hooley ____________________________________ 365 Long life to marketing research: a postmodern view Michela Addis and Stefano Podesta`________________________________ 386 About the authors ________________________________ 413 Call for papers ___________________________________ 416 www.emeraldinsight.com/ejm.htm As a subscriber to this journal, you can benefit from instant, electronic access to this title via Emerald Fulltext and Emerald Management Xtra. Your access includes a variety of features that increase the value of your journal subscription. Additional complimentary services available How to access this journal electronically E-mail alert services These services allow you to be kept up to date with the latest additions to the journal via e-mail, as soon as new material enters the database. Further information about the services available can be found at www.emeraldinsight.com/alerts To benefit from electronic access to this journal you first need to register via the internet. Registration is simple and full instructions are ava