Subject Index
 

With the advance of globalization and the new demands imposed by the reality of the 21st century, the search for new routes for the development of market research has become imperative, and the opport ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands. This paper explains what's behind an openness to act on behalf of brands, what need ...

What do people and bees have in common? Moving from BpM - Beats per minute - to SpM - Signs and Symbols per Minute - this paper shows how there has been a significant change in the way people cope wit ...

This paper aims to address the issue of being a respondent, and goes full circle by using qualitative research to delve into respondents' experiences of being 'researched' in the UK, US, India and Chi ...

This paper presents three case studies of experiments to conduct novel research techniques in alternative environments. The three approaches are: designing a taxi in which participants participate in ...

The fact that people use language in quite different ways and to mean different things has been discussed over the past 500 years or more, across several disciplines, including philosophy, psychology, ...

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous', assuming that market research participants are ready, willing and able to make an 'authent ...

The challenge for market research is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interp ...

Everyone wants to know 'why' consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know 'why'. This paper looks at alternatives to ' ...

This paper reviews the history of qualitative market and social research over the past 60 years, in terms of the psych-social, political, economic, marketing and technological changes during that time ...

A new consumer research tool is proposed for eliciting consumer responses from unstructured data, such as narratives. The grounded theory approach is adopted to guide the process of data collection an ...

Sheila Keegan examines the much-discussed divide between MR practitioners and academics, and argues that while each group sees the work of the other as exerting a limited influence on their own field, ...

Dramatization in presenting MR findings is a significant shift in the qualitative research process, involving different skills not linked to core qualitative research competency, and implies huge cost ...

The alignment of qualitative research with storytelling is at first glance surprising, given the contrasting perception of research as serious, systematic and fact based, and storytelling as light-hea ...

This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to ga ...

This paper provocatively questions the 'depth ethos' so often determining today's qualitative research. The psychological primacy in qualitative research can be a barrier to generating inspiring and v ...

It is important for the qualitative community to ask what purpose innovative approaches ultimately serve in the world of qualitative, especially in the shadow of declining respect for more traditional ...

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, ...

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of Sociological and Marketing Research) for the Coca-Cola Company in Kazakhstan. The research - based on a co ...

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer. Culturally distinct, diverse consume ...

David Iddiols, senior partner at the HPI Research Group, reviews the status and role of qualitative research in today's world. He argues that qualitative research needs to remodel itself - then lists ...

Qualitative research that follows a holistic model, emphasizing the importance of the whole while simultaneously acknowledging the vital interdependence of its parts, reaps the best results. How compa ...

The paper summarises problems of intercultural marketing research in terms of the emic-etic distinction well known in cross-cultural research. Examples show the importance to start cross-cultural mark ...

This paper proposes a three-step model to understanding the consumer's world beyond the category. It proposes that this more sophisticated approach generates more meaningful and powerful insights for ...

he author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the futur ...

This paper is intended to facilitate interactive ideation on possible future qualitative techniques. The authors' purpose in looking backwards is to work together to look forward, to brainstorm what t ...

Over the last 30 years Spanish society has taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and re ...

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female ...

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the ...