Qualitative Market Research: Volume 1 Issue 2

Academics, practitioners and qualitative market research

Miriam Catterall

During the 1980s, market research practitioners and academic marketing researchers witnessed a growing interest in qualitative research. A review of the practitioner and academic…

Concept testing an unfamiliar fish

Sheena Leek, Sarah Maddock, Gordon Foxall

This paper examines the problems of launching new products onto the market, particularly healthy foods and fish products. Research was undertaken to investigate whether consumers…

Measuring influence in the family decision making process using an observational method

Christina Kwai Choi Lee, Roger Marshall

Many consumer behaviour researchers have concluded that using self reports in the measurement of influence in family decision making may provide data which is not reflective of…

Impulse purchasing: a qualitative exploration of the phenomenon

Geoff Bayley, Clive Nancarrow

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse…