Publications Database

Welcome to the new Schulich Peer-Reviewed Publication Database!

The database is currently in beta-testing and will be updated with more features as time goes on. In the meantime, stakeholders are free to explore our faculty’s numerous works. The left-hand panel affords the ability to search by the following:

  • Faculty Member’s Name;
  • Area of Expertise;
  • Whether the Publication is Open-Access (free for public download);
  • Journal Name; and
  • Date Range.

At present, the database covers publications from 2012 to 2020, but will extend further back in the future. In addition to listing publications, the database includes two types of impact metrics: Altmetrics and Plum. The database will be updated annually with most recent publications from our faculty.

If you have any questions or input, please don’t hesitate to get in touch.

 

Search Results

Lena Cavusoglu and Russell Belk (2025). "Stories Beyond Statistics: Qualitative Methods for Global Marketing Research", Journal of Global Marketing, 38(5), 436–448.

View Paper

Keywords
Abstract In a world awash with quantitative data, ironically, qualitative methods are needed more than ever. These methods, including ethnography, netnography, videography, and collaborative research, can retrieve the meanings and motivations beyond the numbers and clicks. They help us understand how consumers use products, what they say about them, and how they become entwined with their lives. In this paper, we make a case for using qualitative research methods to investigate global marketing phenomena and understand the cultural meanings behind consumer behavior. Using prior research, we demonstrate the significance of Consumer Culture Theory (CCT) methodologies that prioritize participants’ voices, reveal cultural nuances, and offer deeper insights into increasingly diverse and evolving global markets.