Qualitative Market Research: Volume 1 Issue 3

Social constructionism and research in marketing and advertising

Christopher E. Hackley

This paper seeks to present a general case for the use of a broadly social constructionist metatheoretical perspective for qualitative research in marketing. The discussion makes…

Thinking the thoughts they do: symbolism and meaning in the consumer experience of the “British pub”

Ian Clarke, Ian Kell, Ruth Schmidt, Claudio Vignali

The paper argues the need for an appraisal of the symbolic meaning of the “pub” and derivative managerialist concepts from the perspective of the consumers’ experience. Set…

Marketing strategies of Greek and foreign firms compared

Fotini Theodorakioglou, Len Tiu Wright

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with…

Synthesis of market research data through a combined effort of QFD, value engineering, and value graph techniques

Biren Prasad

The focus of market research is to capture systematically product information, such as, market competitive analysis data, competitors’ product data, etc. The paper describes an…