Card-based game methods: exploring SME entrepreneurial marketing practice

Abstract

This paper makes a contribution to the research of small-to-medium sized enterprises (SMEs) using qualitative research methodologies. Use of a card-based methodology and semi-structured interviews are reported and how they are used to explore entrepreneurial marketing (EM) in a purposive sample of small software technology firms (SSTFs). The card-game method was used in interviews with owner-managers and employees to empirically test a theoretical qualitative research model, the ‘EMICO’ framework, and the dimensions of entrepreneurial marketing (EM); to generate definitions of the dimensions; provide insights into individual and firm activities and, assess firm priorities. The card-game method encourages respondents to reflect upon their approaches to EM without researcher bias, allowing for the generation of rich dialogue between marketing researchers and practitioners.