Qualitative Market Research: Volume 15 Issue 2

Framework for understanding misleading information in daily shopping

Jesper Clement, Mette Skovgaard Andersen, Katherine O'Doherty Jensen

The purpose of this paper is to contribute to the understanding of disagreement between companies and consumers with respect to misleading information and to make suggestions as…

Discursive constructions of the role of cultural intermediaries in the wine markets of Japan and Singapore

Michel Rod, Nick Ellis, Tim Beal

The purpose of this paper is to explore the role and influence of cultural intermediaries in the developing wine markets of Japan and Singapore by taking a discursive view of…

Museoparks and re‐enchantment of the museum visits: an approach centred on visual ethnology

Rémi Mencarelli, Mathilde Pulh

The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies.

Exploring the mundane and complex: The use of ethnography for studying customer‐oriented learning

Karolina Wägar

The purpose of this paper is to outline the value of ethnography as a qualitative tool of inquiry when exploring mundane yet complex marketing phenomena such as customer‐oriented…

Living with less as a transformation process: A qualitative study of consumer behavior reform through spending reduction

Jeanine Schreurs, Pim Martens, Gerjo Kok

The purpose of this paper is to present and discuss the Transformation Model Living with Less, for possible use in consumer behavior research and marketing research.

Recovering children's voices in consumer research

Pepukayi Chitakunye

The purpose of this paper is to explore how children can be empowered in the research process, as active agents and key informants, in matters affecting their consumption.

Editorial

Len Tiu Wright