Qualitative Market Research: Volume 17 Issue 1


An International Journal

Table of contents

Does culture tame the bunny? A content analysis of a global adult magazine

Meidiahna Kusuma

Few empirical studies have probed the effects of culture on the standardization/adaptation decision in the context of controversial products. This study aims to investigate the…

Home furnishings consumption choices: a qualitative analysis

Katherine Annette Burnsed, Nancy J. Hodges

The purpose of this study was to analyze the role of consumer perceived value relative to home furnishing case good (i.e. furniture made of wood and not upholstered) consumption…


Coopetition and framework contracts in industrial customer-supplier relationships

Sylvie M. Lacoste

The paper aims to investigate how business-to-business key accounts deal with the consequent tension between cooperation and competition, and how they can resolve that relational…


How small charities formulate marketing responses to major reductions in income: A study of nonprofit contemporary dance companies

Roger Bennett

The purpose of the study was to examine how heads of small charitable performing arts organisations who did not possess backgrounds or qualifications in marketing interpreted the…


Conducting case study research in non-profit organisations

Ardhendu Shekhar Singh

– The purpose of this paper is to focus on the transactional relationship between retailers and handicrafts suppliers using case study research.

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Emerald Publishing Limited

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  • Dr Fiona Spotswood