Singh, Nitish; Benmamoun, Mamoun; Meyr, Elizabeth; … - In: International Marketing Review 38 (2021) 6, pp. 1289-1307
Purpose: There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this study synthesizes the past literature to present an overarching, yet adaptable, trustworthiness verification...