Since the advent of the contract culture, the reduction in museum budgets, and the implementation of performance measures based on customer satisfaction management, museums have faced increasing pressure to attract wider audiences. This requires an understanding of visitor expectations, and...

The 1980s and 1990s have witnessed a growing application of qualitative methods, particularly in the study of consumer behaviour. This has led to some division between researchers on the basis of methodological orientation, or a positivist/interpretivist split. Much of the criticism regarding...

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis...