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Constructing audio‐visual representations of consumer archetypes

Caldwell, Marylouise; Henry, Paul; Alman, Ariell - In: Qualitative Market Research: An International Journal 13 (2010) 1, pp. 84-96

Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...

Persistent link: https://www.econbiz.de/10014987238

Visitor narratives: researching and illuminating actual destination experience

Guthrie, Cathy; Anderson, Alistair - In: Qualitative Market Research: An International Journal 13 (2010) 2, pp. 110-129

Purpose – This paper aims to argue that, while destination benchmarking and visitor surveys seek to measure the visitor experience, they privilege the destination manager or researcher rather than taking the visitor's viewpoint. It seeks to suggest that capturing and analysing visitor stories...

Persistent link: https://www.econbiz.de/10014987240

Wal‐Mart is coming to Guelph: hedonic to utilitarian shoppers' perceptions

Teed, Moira; Norman, Christopher; Aung, May; Adlam, Doug; … - In: Qualitative Market Research: An International Journal 13 (2010) 2, pp. 130-153

Purpose – To date few research studies exist on consumers' responses to the adoption of Wal‐Mart into towns and cities. This paper seeks to examine the expected impact of a Wal‐Mart store in a community before its arrival. Design/methodology/approach – Media reviews, participant...

Persistent link: https://www.econbiz.de/10014987241

An examination of consumer browsing behaviors

Xia, Lan - In: Qualitative Market Research: An International Journal 13 (2010) 2, pp. 154-173

Purpose – Browsing is a common consumer behavior, but it has not been researched extensively. The aim of this paper is to fill some of the gaps in the research. Design/methodology/approach – Drawing on literature from different areas, consumers' browsing experiences, browsing patterns, and...

Persistent link: https://www.econbiz.de/10014987242

Consumer retirement planning: an exploratory study of gender differences

Grace, Debra; Weaven, Scott; Ross, Mitchell - In: Qualitative Market Research: An International Journal 13 (2010) 2, pp. 174-188

Purpose – Although superannuation planning has been examined within the context of individual choice, life course and cumulative advantage perspectives, little research has been contained within the theories of consumer behavior. This paper, therefore, aims to examine this important issue by...

Persistent link: https://www.econbiz.de/10014987243

Challenges in researching consumer ethics: a methodological experiment

Hiller, Alex J. - In: Qualitative Market Research: An International Journal 13 (2010) 3, pp. 236-252

Purpose – Consumers' ethical shopping habits are of increasing interest, but there has been little discussion and development of the methods used to research them. The purpose of this paper is to reflect on the methodology employed for an empirical study of consumers' ethical concerns in...

Persistent link: https://www.econbiz.de/10014987246

Identifying consumer decision‐making strategies using alternative methods

Zellman, Eva; Kaye‐Blake, William; Abell, Walt - In: Qualitative Market Research: An International Journal 13 (2010) 3, pp. 271-286

Purpose – The research aims to investigate consumer decision‐making strategies using quantitative and qualitative methods. Two decision theories are contrasted: neoclassical theory proposes compensatory and optimising strategies with complete information, whilst bounded rationality theory...

Persistent link: https://www.econbiz.de/10014987248

Brand image associations for large virtual groups

Danes, Jeffrey E.; Hess, Jeffrey S.; Story, John W.; … - In: Qualitative Market Research: An International Journal 13 (2010) 3, pp. 309-323

engaged in a collaborative, virtual ideation session designed to elicit “top of mind” brand associations for two fast food …

Persistent link: https://www.econbiz.de/10014987250

Examining the use of nutrition labelling with photoelicitation

Koenigstorfer, Joerg; Groeppel‐Klein, Andrea - In: Qualitative Market Research: An International Journal 13 (2010) 4, pp. 389-413

investigate the relationship between the habitualised and unconscious aspects of consumers' food choices, the front …‐of‐pack nutrition labelling schemes on food products and the healthiness of their diets. Design/methodology/approach – To this end … analysed using a holistic approach. Findings – Four themes concerning food characteristics, participants' food choices and …

Persistent link: https://www.econbiz.de/10014987254

Exploring consumers' reactions towards innovative mobile services

Broeckelmann, Philipp - In: Qualitative Market Research: An International Journal 13 (2010) 4, pp. 414-429

Purpose – The purpose of this paper is to show how projective techniques – in particular cartoon tests – give useful insights when used as a tool for conducting marketing research into innovative products and services. The paper presents results from four studies on mobile services that...

Persistent link: https://www.econbiz.de/10014987255