Ritzer's McDonaldization and applied qualitative marketing research
(2005)
Journal Article
Nancarrow, C., Vir, J., & Barker, A. (2005). Ritzer's McDonaldization and applied qualitative marketing research. Qualitative Market Research: An International Journal, 8(3), 296-311. https://doi.org/10.1108/13522750510603352
Purpose – The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, an... Read More about Ritzer's McDonaldization and applied qualitative marketing research.