Qualitative Market Research: Volume 19 Issue 1


An International Journal

Table of contents

“My Grandfather kept one of these tins on top of the bookshelf”: Consumers’ recalled experiences involving packaging

Toni Ryynänen, Markus Joutsela, Visa Heinonen

This explorative paper aims to identify the dimensions of recalled consumption experiences involving packaging by means of interpretive analysis. Scholarly interest towards…

Brand avoidance among Generation Y consumers

Zana Knittel, Karolin Beurer, Adele Berndt

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship…


Marketing in a time of toxic leadership

Clive Roland Boddy, Robin Croft

The purpose of this paper is to make a contribution to knowledge by examining what happens to marketing in a time of toxic leadership, embodied in a corporate psychopath, in…


Building franchisee trust in their franchisor: insights from the franchise sector

Anthony Richard Grace, Lorelle Frazer, Scott K. Weaven, Rajiv P Dant

– The purpose of this research is to identify the critical determinants of a franchisee’s trust in their franchisor.


An appreciative inquiry into the first export order

Dave Crick, James Crick

This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an…

Second Life as a research environment: avatar-based focus groups (AFG)

Eman Gadalla, Ibrahim Abosag, Kathy Keeling

This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as…

A front-to-back guide to writing a qualitative research article

Ahir Gopaldas

– This paper aims to offer junior scholars a front-to-back guide to writing an academic, theoretically positioned, qualitative research article in the social sciences.

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  • Dr Fiona Spotswood