Qualitative research in marketing

Purpose To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles. Design/methodology/approach Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers. Practical implications The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions. Findings Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance. Originality/value The article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research.