Qualitative Market Research: Volume 11 Issue 4
Strapline:
An International JournalTable of contents - Special Issue: Theory into Practice
Guest Editors: Jim Blythe, Ruth Rettie
Articles of faith and mystic matrices: Marketing textbooks and the misrepresentation of reality
Barry ArdleyThis purpose of this paper is to show that theories of marketing, as evident in a range of key textbooks, represent a set of reified articles of faith, which are unreflective of…
PVRS and advertising exposure: a video ethnographic study
Sarah Pearson, Patrick BarwiseThe purpose of this paper is to understand the use of the personal video recorder (PVR) in the home and the impact on TV advertising exposure.
Revealing the expectations and preferences of complaining customers by combining the laddering interviewing technique with the Kano model of customer satisfaction
Thorsten Gruber, Alexander Reppel, Isabelle Szmigin, Roediger VossThe purpose of this paper is to focus on complaint satisfaction with a particular emphasis on the qualities and behaviours that affect customers during personal complaint handling…
Qualis? From theory to practice
Chris BarnhamThe conventional distinction between quantitative and qualitative research is constructed around a familiar dichotomy. Within it, the former is construed as more “factual” and…
To have and to hold: managing channels in UK high street financial services
Jillian Dawes Farquhar, Tracy Panther, Len Tiu WrightThe purpose of this paper is to examine multiple channels in retail banking and demonstrate how qualitative market research investigations can inform strategic decision making…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood