Qualitative Market Research: Volume 13 Issue 2


An International Journal

Table of contents

A discourse analytical approach to qualitative marketing research

Per Skålén

This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.


Visitor narratives: researching and illuminating actual destination experience

Cathy Guthrie, Alistair Anderson

This paper aims to argue that, while destination benchmarking and visitor surveys seek to measure the visitor experience, they privilege the destination manager or researcher…


Wal‐Mart is coming to Guelph: hedonic to utilitarian shoppers' perceptions

Moira Teed, Christopher Norman, May Aung, Doug Adlam, Sameer Goswami, Brae Surgeoner, BiChen Zhu

To date few research studies exist on consumers' responses to the adoption of Wal‐Mart into towns and cities. This paper seeks to examine the expected impact of a Wal‐Mart store…


An examination of consumer browsing behaviors

Lan Xia

Browsing is a common consumer behavior, but it has not been researched extensively. The aim of this paper is to fill some of the gaps in the research.


Consumer retirement planning: an exploratory study of gender differences

Debra Grace, Scott Weaven, Mitchell Ross

Although superannuation planning has been examined within the context of individual choice, life course and cumulative advantage perspectives, little research has been contained…


Modeling in branding: a critical ethnography approach

Ayman El‐Amir, Steve Burt

This paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.

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Emerald Publishing Limited

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  • Dr Fiona Spotswood