Qualitative Market Research: Volume 20 Issue 4


An International Journal

Table of contents

How memorable experiences influence brand preference

Jens Stach

This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive…


From “participant” to “friend”: the role of Facebook engagement in ethnographic research

Prabash Aminda Edirisingha, Jamal Abarashi, Shelagh Ferguson, Rob Aitken

The purpose of this paper is to illustrate the methodological significance and potential of integrating Facebook in ethnographic research. The authors discuss how friendly…


Individuals’ preference for multiple media use – underlying motives

Helen R. Robinson

The purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media.

Young children’s influence on family consumer behavior

Kátia Eloisa Bertol, Patricia Liebesny Broilo, Lélis Balestrin Espartel, Kenny Basso

This study aimed to understand young children’s influence on family consumer behavior by examining children's and parents’ points of view in the Brazilian context.


Perceived consumption vulnerability of elderly citizens: A qualitative exploration of the construct and its consequences

Subhadip Roy, Shamindra Nath Sanyal

This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a…

Using performative knowledge production to explore marketplace exclusion

Gemma Burgess, Mihaela Kelemen, Sue Moffat, Elizabeth Parsons

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

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  • Dr Fiona Spotswood