Qualitative Market Research: Volume 14 Issue 3

Use of photography and video in observational research

Michael Basil

This review aims to examine how photography and video have been used in a variety of fields.

Mobile phones as an extension of the participant observer's self: Reflections on the emergent role of an emergent technology

Wendy Hein, Stephanie O'Donohoe, Annmarie Ryan

This paper examines the value of mobile phones in ethnographic research, and seeks to demonstrate how this particular technology can support and enhance participant observation.

A cultural content analysis of multinational companies' web sites

Ramazan Nacar, Sebnem Burnaz

This study aims to analyse the appropriateness of the information content and organization of multinational companies' (MNCs) web sites for Turkish local cultural values with the…

The content analysis of advergames in Hungary

Ágnes Hofmeister‐Tóth, Peter Nagy

The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the…

Technique of collage for store design atmospherics

Amel Dakoumi Hamrouni, Maha Touzi

The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In…

Doing Ethnographic and Observational Research

Melvin Prince

Psychological sets for scientific observation

Melvin Prince