Qualitative Market Research: Volume 2 Issue 1

Action research and knowledge creation: merits and challenges

Kjell Grønhaug, Olov Olson

Action research is conducted by researchers from a variety of disciplines, e.g. sociology, psychology, organization theory, management, marketing and accounting. Over the years…

“Saying is one thing; doing is another”: the role of observation in marketing research

Jonathan Boote, Ann Mathews

In comparison to other techniques of data collection, observation rarely appears as a research methodology in the marketing literature: this may be because the technique is…

Projecting the right image: using projective techniques to measure brand image

Michael Hussey, Nicola Duncombe

Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to…

Predicting cooperative behavior during a retailer’s bankruptcy

Madeline Johnson, Betsy D. Gelb

Retailer bankruptcy provides an opportunity for studying the relationships among members of a channel of distribution because bankruptcy disturbs the ongoing pattern of such…