Qualitative Market Research: Volume 4 Issue 4


An International Journal

Table of contents

Market manipulation: a necessary strategy in the company turnaround process?

Michael Harker

Reports on a study into the company turnaround process in the Australian heavy engineering industry. Provides insights into the company regeneration phenomenon with…

Moderator teams: an extension to focus group methodology

Mel Prince, Mark Davies

Traditional focus group methodology involves an individual trained moderator who manages the whole process from writing the focus group guide that directs the topics…

Using qualitative research to refine service quality models

Jamie Burton, Christopher Easingwood, John Murphy

Describes a qualitative research project involving a “narrowing” research process. The first stage involved initial, highly exploratory qualitative work. The findings led…

“Teach ten thousand stars how not to dance”: a survey of alternative ontologies in marketing research

Ed Chung, Stephen Alagaratnam

The functionalist paradigm has informed much of marketing research. In the last several decades, however, there has been increasing debate about the philosophy of science…

Cover of Qualitative Market Research



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Andrew Lindridge