Qualitative Market Research: Volume 15 Issue 4

Understanding challenges of qualitative research: rhetorical issues and reality traps

Alexandros Kapoulas, Miljana Mitic

The purpose of this paper is to discuss the role of qualitative research in marketing and the challenges faced by researchers in justifying the need and the quality of…

Mobility of the sight and hearing impaired: barriers and solutions identified

Elmar W.M. Fürst, Christian Vogelauer

The purpose of this paper is to provide insights on the most hindering barriers that sight and hearing impaired passengers face when using public transport services. Furthermore…

Qualitative findings on marketing management practices from Greek ski centers

Constantinos‐Vasilios Priporas, Chris A. Vassiliadis, Nikolaos D. Stylos

The purpose of this study is to discover the extent to which the marketing practices of Greek ski centers take into consideration visitors' preferences and the interests of other…

The increasing dynamics between consumers, social groups and brands

Hans Ruediger Kaufmann, Sandra Maria Correia Loureiro, Gianpaolo Basile, Demetris Vrontis

The purpose of this paper is to provide a contribution to advancing knowledge on the more recent phenomenon of social brand community.

Transcending innovativeness towards strategic reflexivity

Demetris Vrontis, Alkis Thrassou, Hela Chebbi, Dorra Yahiaoui

The purpose of the research is to utilize and expand on existing knowledge on organizational value‐based innovativeness, towards the development of the “strategic reflexivity”…

Elite interviewing and the role of sector context: an organizational case from the football industry

Neil Moore, Peter Stokes

Elite individuals and groups constitute a distinctive, upper echelon and social grouping. In various shapes and forms, elites have been an enduring feature of many societies and…

Guest editorial

Hans Ruediger Kaufmann