Qualitative Market Research: Volume 6 Issue 3

Issues in representing the postmodern consumer

Christina Goulding

The paper looks at the concept of postmodernism and the issues relating to positioning and representing the consumer. It evaluates the conflict regarding postmodern research, and…

Gender, identity and the consumption of advertising

Margaret K. Hogg, Jade Garrow

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects…

Divergent representational practices in advertising and consumer research: some thoughts on integration

Chris Hackley

This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The…

Virtual connections: representation and commercial qualitative research

Mark Thorpe

This paper explores the question of representation within commercial qualitative research in the context of a broader “crisis of representation”. It will be argued that a…

Crisis, what crisis? Marketing, Midas, and the Croesus of representation

Stephen Brown

A crisis, according to the Oxford English Dictionary, is “a decisive moment”, “a turning point”, “a time of great difficulty”. If this is the case, then marketing cannot possibly…

Qualitative research and the Internet: friends or foes?

Jason Vir

Guest editorial

Pauline Maclaran, Miriam Catterall, Lorna Stevens