Engaging the right mindset in qualitative marketing research

Abstract

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment practice and argues for a more eclectic use of different approaches depending on the nature of the research problem. Provides examples of how pre‐tasking can benefit the qualitative research interview and argues the case for post‐tasking to maximise insight as well as provide a greater degree of confidence in the findings and as a source of professional development.

Citation

Nancarrow, C., Barker, A. and Tiu Wright, L. (2001), "Engaging the right mindset in qualitative marketing research", Marketing Intelligence & Planning, Vol. 19 No. 4, pp. 236-243. https://doi.org/10.1108/EUM0000000005561