Card-based game methods: exploring SME entrepreneurial marketing practice

Rosalind Jones and Jennifer Rowley

International Journal of Entrepreneurship and Small Business, 2012, vol. 16, issue 4, 485-502

Abstract: This paper makes a contribution to the research of small-to-medium sized enterprises (SMEs) using qualitative research methodologies. Use of a card-based methodology and semi-structured interviews are reported and how they are used to explore entrepreneurial marketing (EM) in a purposive sample of small software technology firms (SSTFs). The card-game method was used in interviews with owner-managers and employees to empirically test a theoretical qualitative research model, the 'EMICO' framework, and the dimensions of entrepreneurial marketing (EM); to generate definitions of the dimensions; provide insights into individual and firm activities, and assess firm priorities. The card-game method encourages respondents to reflect upon their approaches to EM without researcher bias, allowing for the generation of rich dialogue between marketing researchers and practitioners.

Keywords: small business; SMEs; small and medium-sized enterprises; marketing research; qualitative research; software technology; entrepreneurial marketing; entrepreneurship; small firms; card games. (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:16:y:2012:i:4:p:485-502

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