Qualitative Market Research: Volume 4 Issue 2

“Experiential” research methodology: an integrated academic‐practitioner “team” approach

Ken Grant, Audrey Gilmore, David Carson, Richard Laney, Bill Pickett

Considers how to research small and medium‐sized enterprise (SME) entrepreneurs’ decision making in the context of their own environment, in order to reach some in‐depth…

A framework for studying relationship marketing dyads

Adam Lindgreen

Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a…

The uncertain search for opportunities: determinants of strategic alliances

Mike Beverland, Philip Bretherton

With the emergence of relationship marketing there has been an increased focus on the use of inter‐firm relationships or strategic alliances in delivering a total service package…

Using an ANN‐approach for analyzing focus groups

Marcus Schmidt

Explores the appropriateness of quantifying focus group discussions. Basic problems involved in quantification of text are addressed. Prior approaches are discussed and briefly…

Editorial

Len Tiu Wright

Data capture, marketing and the Internet

Andrew Hawker

Let's go back to our roots

Ailean Mills