Qualitative Market Research: Volume 3 Issue 4

Narrative text biases attending the critical incidents technique

Alvin C. Burns, Laura A. Williams, James “Trey” Maxham

The critical incident technique (CIT) wherein informants describe their experiences and feelings attendant to a specific occasion is an attractive qualitative technique because it…

Interpretive consumer research: how far have we come?

Isabelle Szmigin, Gordon Foxall

Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist…

Complaints about advertising: what’s really happening?

Debra Harker

As the most visible element of the marketing communications mix advertising has had its critics over the years and developed countries usually opt for a self‐regulatory approach…

Do services exporters build relationships? Some qualitative perspectives

Kathleen Hastings, Chad Perry

Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the…

Research Methods for Business Students

Miriam Catterall

The Oxford Textbook of Marketing

Anne Broderick

Editorial

Len Tiu Wright

Practitioners' research developments

Clive Nancarrow