Qualitative Market Research: Volume 3 Issue 1

An evaluation of two qualitative methods (focus group interviews and cognitive maps) for conducting research into entrepreneurial decision making

Tony Hines

Reports on a qualitative approach to conducting research in small firms. Two cases are reported that fall within the EU definition of small firms (with fewer than 99 employees)…

Management consultant meets a potential client for the first time: the pre‐entry phase of consultancy in SMEs and the issues of qualitative research methodology

Ivana Adamson

The day‐to‐day operations in small to medium‐sized enterprises (SMEs) tend to reach a bottleneck before the owner‐managers think of engaging an external expertise to help. By then…

Lost in music? Subjective personal introspection and popular music consumption

Avi Shankar

Reports on the use of subjective personal introspection. Offers a brief overview of subjective personal introspection and then describes the technique used to inform an ongoing…

Emerging trends in the use of the Internet – lessons from the football sector

John Beech, Simon Chadwick, Alan Tapp

Literature findings suggest a powerful role for Web sites in football club marketing. The authors used this as a springboard for an exploratory study which combined qualitative…

Entrepreneurial marketing: a conceptualisation from qualitative research

David Stokes

Proposes a conceptualisation of “entrepreneurial marketing” based on the practices of successful entrepreneurs. The methodology took account of specific issues in researching…