Qualitative Market Research: Volume 9 Issue 3


An International Journal

Table of contents

An internationally focused synthesised marketing strategy underpinned by qualitative research

Peter R.J. Trim, Yang‐Im Lee

The aim of the paper is to make explicit how qualitative research can enable senior marketers to formulate an internationally focused synthesised marketing strategy. A number of…


Investment incentives for single and multiple unit franchisees

Scott Weaven, Lorelle Frazer

This paper aims to provide a better understanding of the motivational incentives driving franchising choice from the franchisee's perspective and, in particular, to investigate a…


Food retail buyer behaviour in the People's Republic of China: a grounded theory model

Brenda Sternquist, Zhengyi Chen

Seeks to summarize relevant literature reporting on western research and to use a grounded theory approach to form the model. Also to develop a Chinese retailer new product…


Professionals' relationships with clients in the apparel industry

Diana Saiki, Marilyn R. DeLong

The purpose of this paper is to analyze patterns of client and professional interaction as reported by professionals in the apparel industry.


Unethical consumers: Deshopping behaviour using the qualitative analysis of theory of planned behaviour and accompanied (de)shopping

Tamira King, Charles Dennis

Previous research indicates that deshopping is a prevalent and growing consumer behaviour. This paper sets out to examine deshopping from a consumer perspective, and to apply the…


Laddering in the practice of marketing research: barriers and solutions

Tânia Modesto Veludo‐de‐Oliveira, Ana Akemi Ikeda, Marcos Cortez Campomar

The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.

Cover of Qualitative Market Research



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Fiona Spotswood