Qualitative Market Research: Volume 14 Issue 1

Mixed methods designs in marketing research

The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals.

Storytelling research on international visitors: Interpreting own experiences in Tokyo

Using brand netnography (analyzing consumers' first‐person on‐line stories that include discussions of their product and brand use), this article aims to probe how visitors…

Dear Mr Chocolate: Constructing a typology of contextualized chocolate consumption experiences through qualitative diary research

This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by…

An exploration of men's brand relationships

The purpose of this paper is to examine the applicability of the consumer‐brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming…

Applying the nominal group technique to specify the domain of a construct

The purpose of this paper is to provide research insights into stakeholder specifications of the domain of the corporate reputation (CR) construct thereby obtaining greater…

Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets

A new company descriptor takes us into a new era

Workshop review: analysing the language of interviews

Editorial

About the Editors

Online language: new messages in new media?