To read the full version of this content please select one of the options below:

On‐line qualitative market research: interviewing the world at a fingertip

Norbert Scholl (Account Director)
Sabine Mulders (Senior Research Executive, both in the Department of Qualitative Market Research (RIQ) at Research International Netherlands B.V., Rotterdam, The Netherlands.)
Rob Drent (Consumer Insight Consultant based in Den Haag, The Netherlands.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 September 2002



This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of on‐line research organised from one country? The results of face‐to‐face research and on‐line research in Singapore, the United Kingdom and Sweden are compared. The study clarifies the opportunities and limitations in using this type of market research in an international context.



Scholl, N., Mulders, S. and Drent, R. (2002), "On‐line qualitative market research: interviewing the world at a fingertip", Qualitative Market Research, Vol. 5 No. 3, pp. 210-223.




Copyright © 2002, Authors