Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

Purpose – Practitioners in particular have noted that kids are growing older younger (KGOY) and academic research has in parallel shown that children are becoming more involved in the final stages of purchase decisions, albeit in a limited number of product categories studied. This paper aims...

Purpose – The purpose of this paper is to note the growing significance of different family types in the west and explore the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase...

Reports on a study of the business activities and the emergence of the learning of marketing skills by eight entrepreneurial small businesses: four in the British Isles and four in the mid‐west of the USA. Using a qualitative methodology, a case approach is taken to study the obstacles to...

Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research ‐ a transfer of techniques. Explores the use of neuro‐linguistic programming (NLP) and projective techniques in quantitative research. Reports the...

Examines the hypothesis that the UK population has not yet fully developed a telemarketing culture and that there is, therefore, a particular need for telemarketers to understand how rapport might be developed on the telephone. Relevant literature from the fields of social psychology, applied...

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment...

The increasing use of Internet‐based qualitative and quantitative research is based on both “pull” and “push” factors. “Pull” factors include research clients’ demand for faster turnaround and low cost, while marketing research agencies’ naturally competitive endeavours...

Purpose – The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, and control. Design/methodology/approach –...

Purpose – The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such a relationship. Design/methodology/approach – The IPA twinning case study is used as a possible model...