Qualitative Market Research: Volume 8 Issue 2


An International Journal

Table of contents - Special Issue: New paths to thick descriptions: innovativeness in data collection and interpretation

Guest Editors: Richard Elliott, Avi Shankar

Videography in marketing and consumer research

Russell W. Belk, Robert V. Kozinets

Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an…


Processes, relationships, settings, products and consumers: the case for qualitative diary research

Anthony Patterson

This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and…


Exploring innovative methodologies for child‐centric consumer research

Emma N. Banister, Gayle J. Booth

We discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what we term a “child‐centric” approach…


Shopping with consumers: reflections and innovations

Tina M. Lowrey, Cele C. Otnes, Mary Ann McGrath

This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high‐quality, naturalistic text in the field.


Sensitive research topics: netnography revisited

Roy Langer, Suzanne C. Beckman

This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic…


Moving shadows: suggestions for ethnography in globalised cultures

Robin Canniford

Traditional notions of culture have become unicorns: assumed creatures of the past, whose authenticity seems increasingly doubtful. It is required of us to rethink the boundaries…


I can read you like a book! Novel thoughts on consumer behaviour

Stephen Brown

To show how consumer researchers can learn from novels and analogous works of fiction.

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  • Dr Fiona Spotswood