Qualitative Market Research: Volume 12 Issue 3


An International Journal

Table of contents - Special Issue: How practice determines method and method determines practice

Guest Editors: Adam Lindgreen, Martin Hingley

Longitudinal attitude surveys in consumer research: A case study from the agrifood sector

Keith Walley, Paul Custance, Gaynor Orton, Stephen Parsons, Adam Lindgreen, Martin Hingley

The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude…


Exploring the effects of different reward programs on in‐role and extra‐role performance of retail sales associates

Jo En Yap, Liliana L. Bove, Michael B. Beverland

The purpose of this paper is to explore the effects of different reward programs on in‐role and extra‐role behaviour; and to investigate whether specific reward programs can be…


Bridging the gap between claimed and actual behaviour: The role of observational research

Sharyn Rundle‐Thiele

The purpose of this paper is to understand better the number of people consuming alcohol, the types of beverages chosen and the amount of alcohol consumed.


Using triangulation and multiple case studies to advance relationship marketing theory

Constantino Stavros, Kate Westberg

The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory.


Research methods for the empirical study of strategic human resource management

Tina Harness

The purpose of this article is to discuss the methodological choices for a study of human resource management strategy implementation.


Marketing activities of companies in the educational software sector

Rosalind Jones, Jennifer Rowley

The purpose of this exploratory research is to analyse the marketing activities of software companies in the UK educational software sector. The paper aims to explore the…

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Emerald Publishing Limited

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  • Dr Fiona Spotswood