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Marketing and Consumer Studies Research Centre Assembly with Dr. Raisa Yakimova

Abductive research and qualitative data analysis

Dr Raisa asset
Public lectures | Seminars | Workshops

Join us for our first Marketing and Consumer Studies Research Centre Assembly with Dr. Raisa Yakimova.

Past event

Event details

This workshop provides an understanding of abductive research and its application to qualitative research projects, such as research designs, employing case studies and interviews. It aims to cover key aspects such as: how to collect quality data for rigorous qualitative projects, appropriate sampling, and an introduction to (basics on) data analysis techniques. The workshop will draw upon Raisa’s experience of completing reviews for two of her recently published articles in ABS 3* Industrial Marketing Management. Raisa used an abductive research approach to craft these two papers from the same dataset involving case study research with Australian retail franchises. Yakimova et al. (2021) was accepted for publication within a week after submitting the second round of revisions.

Yakimova et al. (2021) The ‘visible hand’ behind cooperation in franchising: A model of franchisor practices that influence cooperation within social networks, Industrial Marketing Management, 94, pp. 66-89.

About Raisa

Dr Raisa Yakimova (Teaching Specialist, The University of Melbourne) has published qualitative abductive research papers. Her research in the disciplines of corporate branding and industrial networks have made contributions in advancing theory in the fields of cooperation within cohesive social networks nested within branding marketing channels, the interaction of formal and social controls on encouraging partner trust and brand-supportive behaviour within franchise systems, the influence of brand champion behaviour on staff support for a new corporate brand strategy, and processes and capabilities that enable brand repositioning and staff-led value co-creation. She has published in Industrial Marketing Management, International Journal of Management Reviews, Journal of Brand Management, Journal of Business and Industrial Marketing, Journal of Service Management, and Journal of Product and Brand Management. She is committed to research in the areas of corporate marketing and transitions to specialist digital marketing roles.

This event will take place on Microsoft Teams. Please use the link in your booking confirmation email to join.

Virtual Event

Past event

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