Qualitative Market Research: Volume 6 Issue 2

Validity and reliability tests in case study research: a literature review with “hands‐on” applications for each research phase

Andreas M. Riege

Despite the advantages of the case study method, its reliability and validity remain in doubt. Tests to establish the validity and reliability of qualitative data are important to…

A class of its own: latent class segmentation and its implications for qualitative segmentation research

Julian Bond, Leigh Morris

From an early age we categorise the myriad stimuli we are confronted with. This adaptive process continues throughout our lives, and finds a natural expression in marketers’…

Exploring and modelling consumer attitudes towards genetically modified food

Annelies Verdurme, Jacques Viaene

The aim of this research is, first, to explore consumer beliefs, attitudes and purchase intentions with regard to genetically modified (GM) food and second, based on this…

Using laddering to understand and leverage a brand’s equity

Brian Wansink

Understanding a brand’s equity is difficult for researchers. Building on means‐end theory, describes a method – laddering – which has proven useful in uncovering insights related…

Modelling of international market selection process: a qualitative study of successful Australian international businesses

Syed H. Rahman

The importance and need for systematically evaluating and selecting potential foreign markets has been stressed by many researchers, and several models for selecting international…

“Focus groups in cyberspace”: using the Internet for qualitative research

Henrietta O’Connor, Clare Madge

The potential of the Internet as a valuable methodological research tool is increasingly being recognised by both market researchers and academics. This paper contributes to the…

Editorial

Len Tiu Wright

Note from the publisher