© 2018

Collaborative Research Design

Working with Business for Meaningful Findings

  • Per Vagn Freytag
  • Louise Young

Table of contents

  1. Front Matter
    Pages i-viii
  2. Introductory Remarks

    1. Front Matter
      Pages 1-1
    2. Louise Young, Per Vagn Freytag
      Pages 3-17
  3. Research Models and Processes

    1. Front Matter
      Pages 19-20
    2. Anne-Mette Sonne, Mads Bruun Ingstrup, Anders Peder Hansen
      Pages 21-44
    3. Susanne Wiatr Borg, Louise Young
      Pages 73-92
  4. Research Methods for Information Gathering and Generating

    1. Front Matter
      Pages 121-123
    2. Majbritt Rostgaard Evald, Per Vagn Freytag, Suna Løwe Nielsen
      Pages 125-154
    3. Jacob Buur
      Pages 175-194
    4. Sana Marroun, Louise Young
      Pages 195-221
  5. Analysis and Presentation of Findings

    1. Front Matter
      Pages 249-250
    2. Winie Evers, Ian Wilkinson, Per Vagn Freytag
      Pages 285-310
  6. Researching in the Present and Future

    1. Front Matter
      Pages 311-312
    2. Grethe Heldbjerg, Dennis van Liempd
      Pages 313-340
    3. Henry Larsen, Preben Friis
      Pages 341-375

About this book


This book articulates and interconnects a range of research methods for the investigation of business management processes. It introduces new directions that both recognise the business community as stakeholders in the research process and seek to include them in that process. The book presents a range of contemporary research methods with particular focus on those that allow insights into business managers’ thoughts and behaviours. It includes fresh views on traditional research designs, for example new approaches to using literature reviews, experiments, interviews and observation studies. It also considers cutting-edge research methods, such as the use of vignettes, workshops, improvisation and theatre, as well as computer-based simulation. In addition to discussing new approaches to data capture and data generation, it presents new methods of data analysis by considering various forms of models and modelling, new forms of computer-aided text analysis and innovative approaches to data display.

Finally, the book provides a link between the philosophical underpinnings of research and the different research methods presented. This is often neglected but undertaking the knowledge-generating journey that is research includes having a view on reality and marrying this to beliefs about how the reality to be investigated can be best expedited.


B2B Marketing Abductive Reasoning Automated Content Analysis Business Research Methods Critical Realism Critical Theory Data Analysis Data Collection Experiments in Business Studies Facilitated Workshop Focus Group Interpretivism in Business Research Literature Review Marketing Research Methodological Framework Positivism in Business Research Qualitative Research Methods Research Design Research Methodology Tangible Material Modeling

Editors and affiliations

  • Per Vagn Freytag
    • 1
  • Louise Young
    • 2
  1. 1.University of Southern DenmarkKoldingDenmark
  2. 2.University of Southern DenmarkKoldingDenmark

About the editors

Per Vagn Freytag is Professor of Marketing at the University of Southern Denmark. His main area of research is business-to-business marketing, specifically segmentation and portfolio planning, with a focus on dyads and understanding collaboration between firms. Throughout his career he has been heavily involved in substantial knowledge-sharing and collaboration activities between universities and public and private firms.

Louise Young is Emeritus Professor of Marketing at the University of Western Sydney and Visiting Professor of Marketing at the University of Southern Denmark. Her main focus is business-to-business marketing and is widely known for her work on trust and cooperation in business relationships. She has also worked in the areas of innovation in networks, idea and resource innovation, the industrial selling process, relationship building through professional networking, alienation in channels of distribution and relational commitment. 

Bibliographic information

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