Qualitative Market Research: Volume 12 Issue 1
Strapline:
An International JournalTable of contents
Five processes of response distortion: a model of response filters
Norbert SchollHonesty and spontaneity are regularly discussed in articles on qualitative market research. The focus is mostly on specific types of response tendencies, and the tendencies are…
Blind insights: a new technique for testing a priori hypotheses with qualitative methods
Eric D. DeRosia, Glenn L. ChristensenThe purpose of this paper is to propose and illustrate blind qualitative hypothesis testing, which is a qualitative research technique that further generalizes the well‐known…
Targets of commitment in service provider‐consumer relationships: a prototyping study
Tim D. Jones, Shirley F. Taylor, Harvir S. BansalThe purpose of this paper is to explore the question of whether or not there are three distinct targets of commitment in consumers' relationships with their service providers;…
Exploring the origins of enduring product involvement
Peter H. Bloch, Suraj Commuri, Todd J. ArnoldThe aim of this research was to explore possible origins of enduring involvement (EI) with products and stimulate relevant research. In addition, this study also examined the…
Rethinking assessment of marketing research skills and knowledge: a new approach
Madhav N. Segal, Edmund K. Hershberger, Talaibek OsmonbekovThe purpose of this paper is to present an approach to identify the knowledge, skills, and abilities required by a job market by systematically analyzing classified advertisements…
A hard look at hard laddering: A comparison of studies examining the hierarchical structure of means‐end theory
Joan M. Phillips, Thomas J. ReynoldsThis paper aims to outline the fundamental assumptions regarding the laddering methodology (Reynolds and Gutman), examine how some “hard” laddering approaches meet or violate…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood