On‐line qualitative market research: interviewing the world at a fingertip

Abstract

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of on‐line research organised from one country? The results of face‐to‐face research and on‐line research in Singapore, the United Kingdom and Sweden are compared. The study clarifies the opportunities and limitations in using this type of market research in an international context.

Citation

Scholl, N., Mulders, S. and Drent, R. (2002), "On‐line qualitative market research: interviewing the world at a fingertip", Qualitative Market Research, Vol. 5 No. 3, pp. 210-223. https://doi.org/10.1108/13522750210697596