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Shopping with consumers: reflections and innovations

Tina M. Lowrey (University of Texas, San Antonio, Texas, USA)
Cele C. Otnes (University of Illinois, Urban‐champaign, Illinois, USA)
Mary Ann McGrath (Loyola University, Chicago, Illinois, USA)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 June 2005

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Abstract

Purpose

This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high‐quality, naturalistic text in the field.

Design/methodology/approach

The original SWC method combined accompanying consumers in the field as they shopped with in‐depth interviews.

Findings

This paper reflects on how SWC has been used in past research, including new and innovative applications of the method to a variety of research phenomena.

Research limitations/implications

The primary limitation of the approach is the amount of time required to implement SWC thoroughly.

Practical implications

SWC has the advantages of a multi‐method research design. In addition, SWC hastens trust and rapport with informants, potentially yielding richer data.

Originality/value

This paper is unique in terms of reflections on how a variety of scholars have used SWC to investigate phenomena of interest beyond that investigated in our original data collection. In addition, we offer suggestions for future research in areas that could clearly benefit from application of the method.

Keywords

Citation

Lowrey, T.M., Otnes, C.C. and McGrath, M.A. (2005), "Shopping with consumers: reflections and innovations", Qualitative Market Research, Vol. 8 No. 2, pp. 176-188. https://doi.org/10.1108/13522750510592445

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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