TY  - JOUR
AB  - Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment practice and argues for a more eclectic use of different approaches depending on the nature of the research problem. Provides examples of how pre‐tasking can benefit the qualitative research interview and argues the case for post‐tasking to maximise insight as well as provide a greater degree of confidence in the findings and as a source of professional development.
VL  - 19
IS  - 4
SN  - 0263-4503
DO  - 10.1108/EUM0000000005561
UR  - https://doi.org/10.1108/EUM0000000005561
AU  - Nancarrow Clive
AU  - Barker Andy
AU  - Tiu Wright Len
PY  - 2001
Y1  - 2001/01/01
TI  - Engaging the right mindset in qualitative marketing research
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 236
EP  - 243
Y2  - 2024/04/25
ER  -