Qualitative Market Research: Volume 5 Issue 3


An International Journal

Table of contents

Investigating the power of imagery in marketing communication: evidence‐based techniques

Alan Branthwaite

Visual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role…


Integrating the enterprise: the role of a language system for a marketing conception

John Driver, Panos Louvieris

A marketing‐centric view of the connected enterprise implies that qualitative information in its systems and general document structures share a marketing‐based vocabulary – we…

A qualitative study of the influencing factors on the decision process for acquiring ERP software

Jacques C. Verville, Alannah Halingten

This paper focuses on the influences and characteristics of the enterprise resource planning (ERP) acquisition process (ERPAP) that were found during a multiple‐case study of four…


Exploring the needs of SMEs for mobile data technologies: the role of qualitative research techniques

Debra Harker, Jeanette Van Akkeren

The technological environment in which contemporary small‐ and medium‐sized enterprises (SMEs) operate can best be described as dynamic. The seemingly exponential nature of…


On‐line qualitative market research: interviewing the world at a fingertip

Norbert Scholl, Sabine Mulders, Rob Drent

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable…

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Emerald Publishing Limited

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  • Dr Fiona Spotswood