Qualitative Market Research: Volume 10 Issue 2

The past, present and future of observational research in marketing

Nick Lee, Amanda J. Broderick

To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some…

Access to reality: observations on observational methods

Evert Gummesson

To bring to the fore, the importance of observational methods in research in marketing.

Applications of functional magnetic resonance imaging for market research

Peter Kenning, Hilke Plassmann, Dieter Ahlert

The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and…

Mapping the mind for the modern market researcher

Carl Senior, Hannah Smyth, Richard Cooke, Rachel L. Shaw, Elizabeth Peel

To describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging…

The Mindcam methodology: perceiving through the native's eye

Richard G. Starr, Karen V. Fernandez

Consumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this…

Can managers use handheld technologies to support salespeople?

Francine K. Schlosser

The purpose of this paper is to propose that sales managers use mobile technologies in the working environment to communicate and supportively monitor sales person performance.

The application of physiological observation methods to emotion research

Laura Chamberlain, Amanda J. Broderick

The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers…

Eye Tracking Methodology; Theory and Practice

Laura Chamberlain