Qualitative Market Research: Volume 11 Issue 1


An International Journal

Table of contents

Conducting culturally appropriate qualitative market research in the Native American landscape

Rodney Haring

Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American…


Fandom affiliation and tribal behaviour: a sports marketing application

Pedro Dionísio, Carmo Leal, Luiz Moutinho

The aim of this paper is to identify the existence of tribal behaviour in football fans and the impact of this tribalism on the consumption of brands associated with the club. The…


An application of Keller's brand equity model in a B2B context

Kerri‐Ann L. Kuhn, Frank Alpert, Nigel K. Ll. Pope

The importance of branding in industrial contexts has increased, yet a comprehensive model of business‐to‐business (B2B) branding does not exist, nor has there been a thorough…


Consumers' accounts of perceived risk online and the influence of communication sources

Lynda Andrews, Maree V. Boyle

The purpose of this paper is to extend marketing knowledge into perceived risk in online transactions beyond the current positivistic, hypotheses‐driven research by providing…


CAQDAS: a supplementary tool for qualitative market research

Ruth Rettie, Helen Robinson, Anja Radke, Xiajiao Ye

The aims of the paper are twofold: to assess the usage of Computer Assisted Qualitative Data Analysis (CAQDAS) in the UK market research industry; and to evaluate the use of…


Jargon as imagining: Barthes' semiotics and excavating subcultural communication

Hélène de Burgh‐Woodman, Jan Brace‐Govan

The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural…


Bridging the practitioner‐academic divide

Sheila Keegan, Julie Tinsan, Clive Nancarrow

The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such…

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Emerald Publishing Limited

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  • Dr Fiona Spotswood