The use of qualitative methods to research networking in SMEs

Abstract

Network theory is becoming increasingly popular as a means of describing marketing in SMEs, stemming from the growing recognition that traditional marketing theories are somewhat inappropriate to the small firm. Of the research carried out to date, however, the greater part has employed quantitative methods. Current thought is that the concepts of networks and networking could be better investigated using more qualitative methods, and an appropriate methodology is suggested. This article describes an ongoing qualitative study which aims to discover how small firms use networks to make marketing decisions. The study has taken the form of semi‐structured interviews with owners and senior executives of 60 small companies across a wide array of industries in Northern Ireland. The key findings of the study are discussed together with plans for future research.