Qualitative Market Research: Volume 11 Issue 3

Designing and conducting online interviews to investigate interesting consumer phenomena

Thorsten Gruber, Isabelle Szmigin, Alexander E. Reppel, Roediger Voss

The purpose of this paper is to thoroughly explain how qualitative researchers can design and conduct online interviews to investigate interesting consumer phenomena.

Mass customization for long‐term relationship development: Why consumers purchase mass customized products again

Seiji Endo, Doris H. Kincade

The purpose of this paper is to provide insight into the environment of the online shopping process for mass customization (MC) in long‐term relationships (LTRs) between a firm…

Regulating online advertising: the benefit of qualitative insights

Debra Harker

The purpose of this paper is to examine the regulatory options available to control advertising on the internet.

Social comparison of material possessions among adolescents

Kara Chan

The purpose of this paper is to explore Chinese adolescents' engagement in social comparison of material possessions using qualitative inquiries.

Tasting as a projective technique

Simone Pettigrew, Stephen Charters

The purpose of this paper is to investigate the benefits of tasting as a projective technique (PT) in explicating consumers' thoughts and feelings towards food and beverage…

Research ethics: Re‐evaluating the consequentialist perspective of using covert participant observation in management research

John Oliver, Keith Eales

The purpose of this paper is to present empirical evidence that focuses on the use of covert participant observation as a method of data collection and consider the ethical nature…

Understanding Social Inequality

Paul Henry

Qualitative perspectives about business to business marketing

Peter Williams

Editorial

Len Tiu Wright