Emerald | Qualitative Market Research: An International Journal

The Nominal Group Technique: an aid to Brainstorming ideas in research

Clive Boddy — 2012-01-13 00:00:00.0

Abstract

Purpose – The purpose of this paper is to present and discuss a technique called the Nominal Group Technique (NGT) for possible use in the types of market research or management research where it is desirable to generate as many ideas as possible. Design/methodology/approach – The benefits of the NGT were researched in a literature review. After this, qualitative research among research practitioners who have used the technique in Australia was conducted. One focus group of five researchers and three in-depth interviews were conducted. Some of these responses are presented verbatim, in this paper, to order to illustrate the positive evaluations of the technique by researchers. Findings – The research practitioners in this research were generally very positive about the NGT as a technique for idea generation. The conclusion from the research reported on in this paper is that the use of techniques such as Brainstorming, and the NGT have very beneficial roles to play in management and market research. Practical implications – Brainstorming techniques and the NGT are discussed as fruitful methods for use in market research. The productive role of silence in idea generation research is also commented on. Originality/value – Results from the literature review and the original research were compared, and were found to have a high level of congruence. This has implications for research practitioners because while many researchers are aware of Brainstorming techniques, fewer are aware of the potential of the NGT in market research.

Why we ignore social networking advertising

Zeljka Hadija, Susan B. Barnes, Neil Hair — 2012-01-13 00:00:00.0

Abstract

Purpose – The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach – Results were reached through qualitative research. Personal in-depth interviews, utilizing Zaltman Metaphor Elicitation Technique (ZMET), were conducted among 20 college students. Interviews consisted of using screenshots of advertisements in online social networks to uncover respondents' reactions. Findings – It was generally concluded that the users of online social networks do not dislike advertisements, but they simply do not notice them. Other content found in online social networks mitigates the attractiveness of the advertisements. Hence, the respondents reported that the brand recognition in online social networks was found to be much lower than the one created through other media channels. Practical implications – Advertising in online social networks is a major unexplored advertising area. Interactivity on the internet shifts the ways in which users perceive advertising, and whether they perceive it at all. The paper discusses content that catches users' attention and its relation to advertisements. Originality/value – Through literature review it has been revealed that no similar research exists. The findings of this research will aid advertisers in recognizing the possibility of advertising to the online social networks' population, taking into consideration different needs, and preferences of such users.

Exploring consumer-brand relationship quality and identification: Qualitative evidence from cosmetics brands

Erifili Papista, Sergios Dimitriadis — 2012-01-13 00:00:00.0

Abstract

Purpose – The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer-brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship marketing and branding literature, are analysed to highlight their common elements. Then, the recently applied in branding context concept of consumer-brand identification (CBI) is analysed, and issues regarding its nature and link to RQ are raised. Design/methodology/approach – The paper draws upon existing literature on the streams of branding and relationship marketing, to propose a conceptualisation of consumer-brand RQ and examine the link of CBI to RQ. To investigate the research questions, an exploratory qualitative paper is undertaken involving four focus groups with consumers who have developed relationships with cosmetic brands. Findings – Responses provide evidence for the concepts of satisfaction, trust, commitment, intimacy and love in describing consumer-brand RQ. CBI emerges as a distinct construct of cognitive nature. Furthermore, RQ appears to be differentiated according to consumer age. Research limitations/implications – This research enables commencement of empirical examination of the link between RQ and CBI and the relative role of age into building strong relationships with brands. Originality/value – The paper bridges two different research streams, relationship marketing and branding, into conceptualising consumer-brand RQ. Furthermore, the paper is a first attempt to explore the role of CBI in relation to the construct of RQ, thus fulfilling an identified gap in the literature regarding the link of those constructs.

Evaluating responses to celebrity endorsements using projective techniques

Nisachon Tantiseneepong, Matthew Gorton, John White — 2012-01-13 00:00:00.0

Abstract

Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity-endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers. Design/methodology/approach – The paper is part of a wider tradition of returning to qualitative methods when research based on existing theories offers only partial or little support for them. In total, 16 females participated in the study, which utilised a range of projective techniques, including picture association. For the latter, participants were exposed first to advertisements for two leading perfumes alone and then these advertisements incorporating four contrasting celebrity endorsers. Associations and reactions to the advertisements with and without celebrity endorsers were compared. Findings – The analysis identifies that celebrity endorsers may have a significant impact on the perceived target market for a product, highlighting their potential role in repositioning a brand. However, the celebrity may crowd out the endorsed product. The role of personal liking is critical, although this is ignored in existing source models of celebrity endorsement. Originality/value – The application of projective techniques demonstrates their usefulness in capturing responses to celebrity endorsements. The paper uncovers some of the reasons why previous research has generated results that only partially support the existing main theoretical frameworks.

Using qualitative methodologies to understand behaviour change

Liz Logie-MacIver, Maria Piacentini, Douglas Eadie — 2012-01-13 00:00:00.0

Abstract

Purpose – The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their dietary behaviour. Taking Prochaska and Di Clemente's Stages of Change model as the starting point, this paper marks a departure from other work in the behavioural change area in so far as a qualitative approach is adopted rather than a quantitative perspective. Design/methodology/approach – This study was longitudinal in design and the data presented concern groups of people who were categorized as belonging to stages of change and who followed a similar stage of change pattern over a period of 18 months (according to the Stage of Change algorithm described by Curry et al.). Findings – By examining peoples' behaviour changes in depth, the similarities and differences in their attitudes and motivations are revealed in terms of their dietary behaviour change and maintenance of change. This provides a more refined understanding of how people make changes and maintain them over time. Research limitations/implications – While focusing only on a small number of people, the weaknesses of the Stages of Change model is demonstrated and how qualitative research approaches can be used to add depth and meaning to quantitative methodologies popular in the social marketing domain. Originality/value – This paper demonstrates that the Stages of Change model has value in categorizing people into stages of change and measuring these changes over time but is limited in its ability to develop understanding of the lived experience of trying to change behaviour.

What went wrong? Franchisors and franchisees disclose the causes of conflict in franchising

Lorelle Frazer, Scott Weaven, Jeff Giddings, Debra Grace — 2012-01-13 00:00:00.0

Abstract

Purpose – The rapid growth of the Australian franchising sector since the 1980s has been accompanied by tension, conflict and disputation, causing concern for regulatory bodies. However, little is currently known about the antecedents of conflict in franchising, thus, the purpose of this paper is to address this deficiency by exploring the antecedent factors associated with conflict in this domain. Design/methodology/approach – A series of 11 multiple case studies, involving 30 protocol discussions with franchisors and franchisees, was undertaken across a variety of franchise systems in order to explore the topic and to refine the research question and develop hypotheses for the next stage of the research. Findings – A number of themes emerged from the qualitative investigation which led to the development of 12 research propositions that include constructs such as expectations confirmation, trust, openness, perceived support and relationship satisfaction in attempting to explain the antecedent causes of conflict in franchising. Research limitations/implications – The qualitative nature of this research has provided rich information that will inform future confirmatory research via quantitative methods through hypotheses testing. Thus, the findings provide a solid framework for future investigations in this important research domain. Originality/value – The contribution of this research is significant in that it provides unique knowledge regarding the complex issues surrounding conflict in franchising. Furthermore, it informs future research with regards to the dynamics of conflict in this area.

Editorial

2012-01-13 00:00:00.0