Qualitative Market Research: An International Journal

Longitudinal attitude surveys in consumer research: A case study from the agrifood sector : Table of Contents

Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers. Design/methodology/approach – First, the article presents a distillation of current knowledge concerning longitudinal research; attitudes and behaviour; measurement of attitudes; and conduct of attitude surveys. Following that, a case study is carried out to survey consumer attitudes. This survey, which is intended to predict future behaviour and monitor changes in consumers' attitudes in response to socio-political and economic changes in the food and agricultural market environment, is then discussed. Findings – The findings of a series of annual surveys of consumers' attitudes first conducted in 1997 and continued annually to 2004 include: British farmers are viewed as “good food producers”; farms are businesses, which whilst forming the financial backbone of the rural community are at present members of a struggling industry; and there is agreement that the Government does not care for the countryside. Research limitations/implications – The survey on which the findings and the best practices are based upon relates to the consumers' attitudes in response to changes in the food and agricultural market environment. Further research would be required to verify the findings in respect of other market sections. Practical implications – The article presents a checklist of eight good practices relating to the conduct of longitudinal attitude survey work. Originality/value – Attitude surveys are a popular means of gathering market research data. Much has been written about attitudes and the conduct of ad hoc attitude surveys. However, much less has been published concerning longitudinal attitude surveys. The study reports empirical findings in an important context, that is: changes in consumers' attitudes in response to changes in the food and agricultural market environment.

Research methods for the empirical study of strategic human resource management : Table of Contents

Tina Harness — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this article is to discuss the methodological choices for a study of human resource management strategy implementation. Design/methodology/approach – The methodology examines the matching and Harvard approaches to human resource management research which are prevalent in the field. This is achieved by a two-stage methodology. First, a descriptive, quantitative survey methodology is employed to establish the extent to which strategic planning occurs in a rational way. Second, a qualitative, case study methodology examines the reasons behind the strategic choices made. Findings – Limited evidence of formal planning, in line with the matching approach was found, particularly around the organisation's choice of human resource policies. Instead policies were determined by influences suggested in the Harvard approach, including stakeholders, organisation culture and power. The combined approach of quantitative and qualitative research offers a more balanced explanation than the previous independent research undertaken in the field. Research limitations/implications – Limitations to the research included the difficulty in accessing commercially sensitive data on strategy planning. The study was limited to only six industries, thus making generalisability difficult. Perceptual measures were used, increasing the risk of respondent bias. Further research to extend the range of industries studied, longitudinal research and the use of objective data would be of benefit. Originality/values – The paper is of value to academics wishing to consider the relevance of methodologies for research into the strategic planning process.

Marketing activities of companies in the educational software sector : Table of Contents

Rosalind Jones, Jennifer Rowley — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this exploratory research is to analyse the marketing activities of software companies in the UK educational software sector. The paper aims to explore the marketing environment and to investigate whether there are differences in experiences, attitudes and approaches between different sizes of firms. Design/methodology/approach – Semi-structured, in-depth interviews were undertaken with key respondents who had responsibility for marketing, marketing managers or owner/managers. Themes were identified alongside contextual social and organizational effects. Findings – The marketplace is dominated by several large firms and heavily influenced by government. Overall, five factors were identified that were experienced by all businesses in the sector: challenges in identifying the “customer”; school's budgetary constraints; the IT competence of teachers; the importance of word-of mouth recommendations; and, the use of partnerships. Differences between small and large firms centred on: understanding of competitive structure; perception of their business's marketing strengths; and, approaches to communication and interaction with customers. Research limitations/implications – Proposals for further research are offered. Originality/value – The paper offers a profile of the educational software marketplace and indicates that a number of marketing issues similarly have an effect on all businesses. Differences in behaviour and attitudes are associated with company size and respondent professional/work expertise. In particular, smaller businesses tend to be customer oriented, but often not market oriented.

Using triangulation and multiple case studies to advance relationship marketing theory : Table of Contents

Constantino Stavros, Kate Westberg — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach – The study investigated six Australian sporting organisations using multiple data collection methods including semi-structured interviews with several senior executives within each organisation, secondary and historical data sources and participant observation. The application of triangulation and multiple case studies is discussed in relation to their contribution toward a greater understanding of relationship marketing practice in the professional sport industry, as well as the barriers to the adoption of this strategy. Findings – Using triangulation and a multiple case study approach provided a richness of information which, upon analysis within and across cases, revealed a number of commonalities and some limited diversity. Using this approach maximised the depth of information and increased the transferability of the findings to allow for the development of a conceptual model, which advances relationship-marketing theory. Originality/value – Triangulation has not been used extensively in case study research nor has a multiple case study approach been commonly applied to the sport industry. This paper deconstructs the methods and their subsequent contribution to the findings of this study.

Exploring the effects of different reward programs on in-role and extra-role performance of retail sales associates : Table of Contents

Jo En Yap, Liliana L. Bove, Michael B. Beverland — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to explore the effects of different reward programs on in-role and extra-role behaviour; and to investigate whether specific reward programs can be designed to enhance both in-role and extra-role behaviour simultaneously. Design/methodology/approach – Semi-structured in-depth interviews were conducted on a total of 11 employees from four different fashion retail outlets. Informants consisted of employees from different positions within these organizations (i.e. store manager, assistant store manager and sales associates) to provide researchers with possibly differing viewpoints. Interviews were content analysed and classified, according to emerging themes. Findings – Certain reward programs, namely individual and group financial incentives motivated sales associates to engage in both in-role and extra-role behaviour simultaneously. Further, compared to formal recognition programs, informal reward programs (individual financial incentives, individual social recognition and group social recognition) appeared to be more effective in motivating sales associates to enhance their in-role and extra-role performance. Originality/value – This paper contributes to a better understanding of the effects of different reward programs and their administration on in-role and extra-role performance of retail sales associates.

Bridging the gap between claimed and actual behaviour: The role of observational research : Table of Contents

Sharyn Rundle-Thiele — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to understand better the number of people consuming alcohol, the types of beverages chosen and the amount of alcohol consumed. Design/methodology/approach – Actual alcohol consumption collected using the covert observation method is compared with claimed alcohol consumption collected through surveys to understand the extent of the gap between claimed and actual behaviour. Findings – A notable gap between claimed and actual drinking levels was evident. A total of 70 percent more males were observed drinking alcohol at risky or high-risk levels while 49 percent more females were observed drinking at risky or high risk levels when compared to claimed behaviour data. Further, a higher proportion of people were observed drinking alcohol than claims lead one to believe. Research limitations/implications – This research used human covert observation, thus limiting episode length. Further, this study was restricted to six venues in one month of one year. Future research opportunities abound including the use of electronic devices, variation in the observation methodology employed, and extending covert observation to different venue types, locations, and times of year. Practical implications – The covert observation method can be used to critique the impact of the socially responsible programs and practices. Public policy makers may need to be mindful that alcohol may be consumed by more people in larger amounts than is currently reported in studies employing survey methodologies. Originality/value – The paper demonstrates how the covert observation method can be used to record what consumers actually do. The covert observation method can be used to extend the understanding of alcohol consumption by enabling researchers to observe behaviour in naturalistic settings.