Using Qualitative Methods in Franchise Research—An Application in Understanding the Franchised Entrepreneurs' Motivations

  • Claire Gauzente Université d'Angers
Keywords: franchise research, franchised entrepreneur, motivation, statistical textual analysis, content analysis

Abstract

Until now the research on franchising has been lacking in France. However, France was one of the first European countries to develop numerous franchise units. The focus of this text is on the selection process of franchise as narrated by 21 franchised entrepreneurs. Previous franchising research indicates that qualitative studies are not sufficiently used in this field. Therefore, it was decided to interview franchisees in order to better understand how and why people choose franchise rather than other forms of business. Two different methods were used for analysis: thematic content analysis and statistical textual analysis. In comparison to the findings from past research, the results provide insights on the reasons for choosing franchise. URN: urn:nbn:de:0114-fqs0201208

Downloads

Download data is not yet available.

Author Biography

Claire Gauzente, Université d'Angers
Claire GAUZENTE is an Assistant Professor in Marketing and Organization at the University of Angers, France. She is also a Visiting Professor at the Southampton Business School, England. Her interests include market orientation, organizational culture and inter-organizational dynamics.
Published
2002-01-31
How to Cite
Gauzente, C. (2002). Using Qualitative Methods in Franchise Research—An Application in Understanding the Franchised Entrepreneurs’ Motivations. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 3(1). https://doi.org/10.17169/fqs-3.1.884