Subject Index
 

Peter Mark has 71 hairdressing salons across Ireland. In an industry where head-office driven promotional campaigns are a rarity, it wanted to create a central database of customers, whose details wer ...

Following an overview of the history and current status of the certification issue, this paper reviews the several sides of the debate. This includes: a clarification of terms (what is certification a ...

Changes in the business, firm and managerial environment are increasing the pressures on managers to make more and better decisions, yet such managers have less time and possibly less information avai ...

Summary and discussion of an earlier article by the same author (Sykes, vol 32 (3), 1990), in which she was commissioned to review the market research literature on the issues of validity and reliabil ...

The concepts of validity in humanist-based qualitative and positivist-based quantitative market research are compared. It is argued, within the context of science as rhetoric, that whether we regard a ...

This article discusses the importance of questions and how they are asked, with particular reference to qualitative research. The importance of the question-and-answer format to all human dialogue, in ...

The paper proposes a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer interactions in new product development (NPD) as ...

The authority of qualitative research to ‘represent’ the reality of people has been questioned. The paper explores the question of representation within commercial qualitative research are notes that ...

The paper explores the role of qualitative research. Whilst acknowledging that it has a proven value, the author suggests that it should not be given the imprimatur of research, since it is not the ap ...

Explores the quality criteria for validity and reliability in qualitative research, within the realism scientific paradigm. Six criteria for judging realism research are identified, drawing on ontolog ...

Qualitative research has traditionally found a role at 3 strategies in the planning cycle: 'where are we now?', 'where could we be?' and 'how can we get there?' It is argued that the misuse of qualit ...