Qualitative Market Research: Volume 1 Issue 1

Positioning qualitative market research: reflections from theory and practice

Ko de Ruyter, Norbert Scholl

Discusses a number of important issues pertaining to the domain of qualitative market research. Attempts to define what qualitative research is about and discuss some of the…

Qualitative research into strategic alliances

Peter Lawrence, Rehan ul‐Haq

The notion of bounded rationality is used to consider strategic alliances with a view of providing an insight into the presumptive reasons for action in choosing strategic…

Pre‐testing international press advertising: the need for informed consensus on methodology

Clive Nancarrow, Len Tiu Wright, Chris Woolston

Focuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications…

A strategic classification of business alliances: a qualitative perspective built from a study of small and medium‐sized enterprises

Denise G. Jarratt

Business alliances can assist organisations to acquire the means to compete within an ever complex and changing environment. For small and medium‐sized enterprises in…

Grounded theory: the missing methodology on the interpretivist agenda

Christina Goulding

There has been considerable discussion in recent years over the application of interpretive methodologies such as phenomenology, hermeneutics, and semiotics within the field of…