Subject Index
 

This article describes how India's share of the global market for luxury products is small but growing. Points discussed include rapid growth of the affluent middle class; growth of lifestyle media, a ...

In this article, Anjali Puri, of Nielsen Asia Pacific, discusses the distinguishing features of market research in India. She argues that researchers often associate undertaking qualitative research i ...

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnog ...

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the e ...

Although Japan is the second largest economy in the world, it is notoriously under-researched by international companies. One reason for this is the vast cultural differences between Japan and the Wes ...

This paper illustrates a mixed methodology approach to overcome cultural barriers by combining different qualitative and semiotic research methods. The challenge for qualitative researchers is to over ...

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer ...

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two m ...

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment. At the same time it raises que ...

The hypothesis of this paper is that current perceptions and practices on conducting market research in third world countries, and Africa specifically, are like putting a square peg into a deep, dark ...

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demons ...

This paper covers a deep study on feminine nuances both in urban Brazilian nuclei and in root communities (aboriginal, black, riparian, from the inland and the Amazon). For that purpose, it developed ...

Giles Lury, a partner at The HPI Research Group, argues for a new approach to international research. He writes that the early days of international research were characterised by a centralised appro ...

This paper describes our attempt to understand the respondent’s “true” inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases assoc ...

NFO WorldGroup Middle East & Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers an ...

The author of this paper has applied the five movements of Tao to arrive at a “different” knowledge of the world of collages, by constructing an interpretative grid and observing how collages could tu ...

Compagnie has set up a national and international network of youngsters (Mo'Trace) who collect information regarding youth culture and other cultural shifts in their environment. These 'tracers' provi ...

This paper presents the methodology and findings from an innovative research programme specially designed for Kids, created by BrainStore and commissioned by Nickelodeon International. Nickelodeon Int ...

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite T ...

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements a ...

This paper presents the research work developed for the Telefonica Super 15 campaign launch in Brazil. In the study, the advertising agency, the client and the research institute managed to create a s ...

Family Health International (FHI), a non-governmental organization, is spearheading a program in Indonesia funded by USAID and aimed at increasing risk reduction behaviour among individuals at high ri ...

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa. It is based on a four month syndicated qualitative study undertaken in the ...

VSO (Voluntary Service Overseas) is an international development charity. Research was undertaken to provide insight into the relevance and impact of cultural heritage in determining motivations to vo ...

In response to a potentially disastrous reduction in the size of the jeans market, Levi Strauss commissioned Added Value to deliver a new 'brand vision'. Changes in the market as a whole (a move from ...

The process and output of international qualitative marketing research is examined using the four pillars of Ritzer’s McDonaldization thesis: efficiency, calculability, predictability and control. The ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were d ...

This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia. The ethnographic study presented shows how a first step in ...

This paper covers similarities and differences between countries and cultures which can affect how qualitative methodologies can be applied to offer comparable, research data to international marketer ...