Similar Search Results

Exploring consumer product construct systems with the repertory grid technique

Marsden, David; Littler, Dale - In: Qualitative Market Research: An International Journal 3 (2000) 3, pp. 127-144

domains: how do consumers categorise different products and services?; decision rules: what search strategies and evaluative … criteria are employed for each category?; values: what core beliefs underpin different decision rules?; construct complexity …: how discriminating are consumer’s decision rules and values?; and construct commonalities: what are the similarities and …

Persistent link: https://www.econbiz.de/10014986999

Interpretive consumer research: how far have we come?

Szmigin, Isabelle; Foxall, Gordon - In: Qualitative Market Research: An International Journal 3 (2000) 4, pp. 187-197

Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in...

Persistent link: https://www.econbiz.de/10014987003

Interpretive consumer research: two more contributions to theory and practice

Shankar, Avi; Goulding, Christina - In: Qualitative Market Research: An International Journal 4 (2001) 1, pp. 7-16

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...

Persistent link: https://www.econbiz.de/10014987006

The direct marketing‐direct consumer gap: qualitative insights

Evans, Martin; Patterson, Maurice; O’Malley, Lisa - In: Qualitative Market Research: An International Journal 4 (2001) 1, pp. 17-24

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews...

Persistent link: https://www.econbiz.de/10014987007

Consumer interaction in the virtual era: some qualitative insights

Evans, Martin; Wedande, Gamini; Ralston, Lisa; van ‘t … - In: Qualitative Market Research: An International Journal 4 (2001) 3, pp. 150-159

Focuses on the exploration of consumer experience and attitudes towards online interaction within virtual communities. One of the emerging e‐commerce business models, the consumer to consumer “community” model, is relatively new but underpins the framework for the research conducted. The...

Persistent link: https://www.econbiz.de/10014987019

New frontiers in cybersegmentation: marketing success in cyberspace depends on IP address

Louvieris, Panos; Driver, John - In: Qualitative Market Research: An International Journal 4 (2001) 3, pp. 169-181

direct marketing approaches are evaluated. Sensitivity to changes and differences in customer decision‐loyalty type are … explored from the perspective of building high value customer relationships, where decision‐loyalty type is considered to be a …

Persistent link: https://www.econbiz.de/10014987021

Data data everywhere – and not a byte of use?

Abbott, Julie - In: Qualitative Market Research: An International Journal 4 (2001) 3, pp. 182-192

Describes the research and findings of a project aimed at how UK companies use customer information in their marketing today. Today’s technologies allow companies to collect enormous volumes of data and manipulate it in many different ways to bring out otherwise unforeseen areas of knowledge....

Persistent link: https://www.econbiz.de/10014987022

Nominal grouping sessions vs focus groups

Langford, Barry E.; Schoenfeld, Gerald; Izzo, George - In: Qualitative Market Research: An International Journal 5 (2002) 1, pp. 58-70

information we needed for effective decision making without subsequently surveying a random sample of the population. The … important to decision makers, and will render many surveys unnecessary. …

Persistent link: https://www.econbiz.de/10014987029

Brand associations: looking through the eye of the beholder

Grace, Debra; O’Cass, Aron - In: Qualitative Market Research: An International Journal 5 (2002) 2, pp. 96-111

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of...

Persistent link: https://www.econbiz.de/10014987031

A grounded theory of beer consumption in Australia

Pettigrew, Simone - In: Qualitative Market Research: An International Journal 5 (2002) 2, pp. 112-122

This study applied the grounded theory method of data collection and analysis to the social phenomenon of beer consumption in Australia. The aim was to explore a popular Australian consumption activity to provide an insight into the consumption process in general, and the consumption of beer in...

Persistent link: https://www.econbiz.de/10014987032