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Articles 1 - 2 of 2
Full-Text Articles in Business
Qualitative Explorations Into Customer Based Brand Equity (Cbbe) For Medical Tourism In India, Diya Guha Roy, Sujoy Bhattacharya, Srabanti Mukherjee
Qualitative Explorations Into Customer Based Brand Equity (Cbbe) For Medical Tourism In India, Diya Guha Roy, Sujoy Bhattacharya, Srabanti Mukherjee
The Qualitative Report
The focus of our research is Customer Based Brand Equity (CBBE) in Indian medical tourism which has gained wider attention world-wide. To be able to operationalize CBBE (brand equity) for medical tourism scale development, we generated items for such a scale through content analysis. The research questions for this study were (a) What are the dimensions for a brand equity scale for medical tourism considering social, economic, and market influences? (b) How is culture along with an economic indicator such as infrastructure/superstructure relevant in the context of CBBE for medical tourism? and (c) To what extent does the content analysis …
How To Conduct A Mini-Ethnographic Case Study: A Guide For Novice Researchers, Patricia I. Fusch Ph.D., Gene E. Fusch, Lawrence R. Ness
How To Conduct A Mini-Ethnographic Case Study: A Guide For Novice Researchers, Patricia I. Fusch Ph.D., Gene E. Fusch, Lawrence R. Ness
The Qualitative Report
The authors present how to construct a mini-ethnographic case study design with the benefit of an ethnographic approach bounded within a case study protocol that is more feasible for a student researcher with limited time and finances. The novice researcher should choose a design that enables one to best answer the research question. Secondly, one should choose the design that assists the researcher in reaching data saturation. Finally, the novice researcher must choose the design in which one can complete the study within a reasonable time frame with minimal cost. This is particularly important for student researchers. One can blend …