Subject Index
 

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

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 ...

Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews). The means-end chain theory rec ...

This ‘Best Practice’ looks at ‘why we buy what we do’. Although consumer motivation is an extremely complex field, this paper briefly guides the reader through the psychological and need state theori ...

As experimentation, exploration, and execution of online research continue to advance, cost-saving opportunities are emerging in online qualitative research. This research uses a side-by-side comparis ...

The authors provide a critique of the laddering interviewing technique, to provide academics and practitioners with a guide to some of the limitations of the approach. It is suggested that the techniq ...

The paper describes a method - laddering, based on means-ends theory - which has proved useful in uncovering insights related to the source and nature of brand equity. A ‘mental map’ is developed that ...

The authors discuss means-ends chain analysis as a method of understanding why consumers buy certain products or brands. Means-ends chain analysis identifies links between product attributes, benefits ...

The paper suggests that the conventional approach to market research - focus groups and cross-tabulated surveys - often provide 'obvious' findings, and suggest that other more specialised technqiues, ...

Qualitative research retains its importance despite the increasing sophistication of quantitative methods. The advantages of open-ended questions, 'free' responses to experimental stimulus presentatio ...