Purpose – To bring to the fore, the importance of observational methods in research in marketing. Design/methodology/approach – A synthesis and reflective comments based on experience of the use of qualitative methods. Findings – Research in marketing tends to stick to mainstream, verbal...

This article focuses on two examples of interactive research (IR) in vocational education and training. IR is a process which brings together practitioners and researchers with the aim to implement an innovation. This innovation in the first project meant to create a hybrid learning environment;...