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Article
Publication date: 6 February 2017

Aisha Wood Boulanouar, Robert Aitken, Zakaria Boulanouar and Sarah Jane Todd

The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings…

Abstract

Purpose

The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and illustrated using a “conservative” paradigm of practice. The paper is designed to be helpful to researchers in designing both their projects and their data collection methods.

Design/methodology/approach

The paper is conceptual, in that it provides an overview of some important, often overlooked or misunderstood areas on which studies have been based and gives frameworks and also ethical pointers to researchers.

Findings

Framed to explain approaches to “conservative” Muslim women in societies across the globe, what is presented herein allows insight into all varieties of Muslim practice. This is achieved by explaining the possible objections to different methodologies and techniques of research for Muslim women at the “conservative” end of the practicing spectrum – this allowing a highlighting of ideas and ideals applicable across the spectrum.

Practical implications

Useful for academic researchers and also commercial researchers, potentially saving both time and money by pointing out possible errors in research design while also ensuring good ethical practice. The paper is offered to assist researchers in eliciting full and frank responses from Muslim respondents based on informed and thoughtful research design and data collection and providing possibly contextualisation(s) of what is said to enhance data analysis and interpretation.

Originality/value

Believed to be the first paper of its kind in English, this conceptual paper provides insight for researchers aiming to get the most useful and ethically sound outcomes for those interviewed, as well as those interviewing.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 13 July 2015

Baker Ahmad Alserhan, Daphne Halkias, Aisha Wood Boulanouar, Mumin Dayan and Omar Ahmad Alserhan

This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the…

Abstract

Purpose

This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption practices of this large, very wealthy and under-researched sector of the global marketplace.

Design/methodology/approach

The paper uses mixed methodology emphasizing qualitative research as a means of building on the results of Wallström et al.’s (2010) quantitative study.

Findings

Results reveal that Arab women are less committed to the idea that beauty care products are a locus of self-expression, and their purchase choices are based on perceived quality of care products, scene of use and their lack of value in the culture as vehicles of conspicuous consumption cues.

Originality/value

The paper offers valuable insights to researchers and practitioners into the use of beauty care products as a means of self-expression, and emphasizes the value of word-of-mouth communication in enhancing reach in this category. The authors recommend the investigation of relationships between expressing self through brands and variables revealed in this study such as respondents’ relationships to religiosity and health concerns. An extension of this research is also recommended to produce a cross-cultural body of literature on women’s self-expression through brands and how the variable of self-expression can be an important driver of consumer preferences and choices in this population.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 17 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Content available
Article
Publication date: 22 March 2013

Jonathan A.J. Wilson

Abstract

Details

Journal of Islamic Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1759-0833

Content available

Abstract

Details

Journal of Islamic Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1759-0833

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