Qualitative Market Research: Volume 14 Issue 4

How young, technical consumers assess online WOM credibility

Kelley O'Reilly, Sherry Marx

Specifically focusing on one antecedent (information seeker's characteristics) for electronic word‐of‐mouth adoption and credibility assessments, the purpose of this paper is to…

Cultural analysis of dieting consumers' construction of bodies and identities

Hanna Leipämaa‐Leskinen

The purpose of this paper is to analyze how meanings of body and identity are constructed when dieting. The paper utilizes cultural approach and focuses on the ways meanings of…

Service marketing control as practice: a case study

Per Skålén

Service marketing research has developed practices for managing and controlling the human resources. However, the role of these control practices in organizations has neither been…

Trust in supply chains, meanings, determinants and demonstrations: A qualitative study in an emerging market context

Hamida Skandrani, Abdelfattah Triki, Boudour Baratli

This study aims to understand trust meanings, determinants and manifestations in supply chains (SCs) operating in an emerging market context. It also aims to improve our knowledge…

A qualitative examination of decoupling, recoupling and organizational survival of rural retailers

Vanessa P. Jackson, Leslie Stoel

The objective of this research was to identify organizational strategies used by rural retailers to balance conflicting demands of social norms and business performance standards…

The power of qualitative research in the era of social media

Alan Branthwaite, Simon Patterson

The electronic social media such as Twitter, Facebook, MySpace, etc. have become a major form of communication, and the expression of attitudes and opinions, for the general…

Practitioner perspectives

Sheila Keegan

Editorial

Len Tiu Wright