Qualitative Market Research


An International Journal



Table Of Contents: Volume 4 Issue 1

Interpretive consumer research: two more contributions to theory and practice

Avi Shankar, Christina Goulding

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have…

The direct marketing‐direct consumer gap: qualitative insights

Martin Evans, Maurice Patterson, Lisa O’Malley

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to…

Marketing and political campaigning: mutually exclusive or exclusively mutual?

Paul R. Baines, John Egan

Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in‐depth interviews. Suggests that if marketing…

The war metaphor in retailing: do soldiers see going to war as like going shopping?

Paul Whysall

The metaphor of warfare pervades popular and academic portrayals of retailing. After a review of the literature on metaphors in marketing and the war metaphor in…

Looking at me, looking at you: qualitative research and the politics of knowledge representations in advertising and academia

Chris Hackley

Takes a somewhat reflexive look at the politics of qualitative research in advertising and draws some analogies with academic research in marketing. The main basis for the…

Defining the information needs of senior marketing executives: an exploratory study

Nicholas J. Ashill, David Jobber

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be…



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Emerald Publishing Limited

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  • Dr Andrew Lindridge