Qualitative Market Research: Volume 15 Issue 1

The Nominal Group Technique: an aid to Brainstorming ideas in research

Clive Boddy

The purpose of this paper is to present and discuss a technique called the Nominal Group Technique (NGT) for possible use in the types of market research or management research…

Why we ignore social networking advertising

Zeljka Hadija, Susan B. Barnes, Neil Hair

The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which…

Exploring consumer‐brand relationship quality and identification: Qualitative evidence from cosmetics brands

Erifili Papista, Sergios Dimitriadis

The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer‐brand relationships. First, the two main…

Evaluating responses to celebrity endorsements using projective techniques

Nisachon Tantiseneepong, Matthew Gorton, John White

The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how…

Using qualitative methodologies to understand behaviour change

Liz Logie‐MacIver, Maria Piacentini, Douglas Eadie

The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make…

What went wrong? Franchisors and franchisees disclose the causes of conflict in franchising

Lorelle Frazer, Scott Weaven, Jeff Giddings, Debra Grace

The rapid growth of the Australian franchising sector since the 1980s has been accompanied by tension, conflict and disputation, causing concern for regulatory bodies. However…

Editorial

Len Tiu Wright