Table of contents
Using ethnography in strategic consumer research
Richard Elliott, Nick Jankel‐ElliottThis paper describes how ethnographic and quasi‐ethnographic research methods can be used in order to address the problems of the “limitations of asking” and that “people don’t…
Identifying and reaching an ethnic market: methodological issues
Guilherme Pires, John Stanton, Bruce CheekThe potential for segmenting and targeting consumers, using ethnicity as a segmenting variable, is widely recognised in the marketing literature. However, attention to the…
Convergent interviewing to build a theory in under‐researched areas: principles and an example investigation of Internet usage in inter‐firm relationships
Sally Rao, Chad PerryThis research used the somewhat new methodology of convergent interviews to develop a conceptual framework about relationship constructs in an Internet environment. More…
A critical incident approach to the examination of customer relationship management in a retail chain: an exploratory study
Amy Wong, Amrik SohalThis exploratory study investigates the nature of customer evaluations of their service encounters in a retail chain departmental store setting in Victoria, Australia. The focus…
A philosophical justification for a realist approach to strategic alliance research
Janine StilesIn a comparison to the more commonly adopted philosophical extremes of positivism or grounded theory, this paper presents the case for the adoption of a realist perspective to…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood