Search results

1 – 10 of 65
Content available
Article
Publication date: 23 January 2007

Andy Barker

Downloads
133

Abstract

Details

Qualitative Market Research: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1352-2752

Content available
Article
Publication date: 1 March 2005

Andy Barker

Downloads
117

Abstract

Details

Qualitative Market Research: An International Journal, vol. 8 no. 1
Type: Research Article
ISSN: 1352-2752

Content available
Downloads
152

Abstract

Details

Qualitative Market Research: An International Journal, vol. 5 no. 2
Type: Research Article
ISSN: 1352-2752

To view the access options for this content please click here
Article
Publication date: 1 September 2005

Clive Nancarrow, Jason Vir and Andy Barker

The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four…

Downloads
8797

Abstract

Purpose

The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, and control.

Design/methodology/approach

The factors influencing choice of qualitative method in practice are examined drawing on the literature, the authors' observations based on experience (a team of practitioners) and a qualitative research study, using a mix of interviews and a workshop with those who co‐ordinate international research or who are subject to the co‐ordination.

Findings

The research suggests McDonaldization or “factory farming” may be a reality in some quarters in the qualitative marketing research industry and examples of how the four pillars of McDonaldization bear on the industry are examined.

Research limitations/implications

There is a need to determine and monitor the extent of the McDonaldization phenomenon and at the same time explore across different cultures two key interfaces that can be adversely affected by McDonaldization, namely the respondent‐researcher interface and the researcher‐researcher interface when the researchers come from different cultures.

Practical implications

Management may now reflect on whether their practices increase or decrease the likelihood of gleaning qualitative insights and the case for considering developing a more eclectic research philosophy.

Originality/value

This paper provides a new framework for evaluating applied qualitative marketing research.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 1 October 2006

Andy Barker

Downloads
75

Abstract

Details

Qualitative Market Research: An International Journal, vol. 9 no. 4
Type: Research Article
ISSN: 1352-2752

To view the access options for this content please click here
Article
Publication date: 1 July 2001

Clive Nancarrow, Andy Barker and Len Tiu Wright

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for…

Downloads
3090

Abstract

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment practice and argues for a more eclectic use of different approaches depending on the nature of the research problem. Provides examples of how pre‐tasking can benefit the qualitative research interview and argues the case for post‐tasking to maximise insight as well as provide a greater degree of confidence in the findings and as a source of professional development.

Details

Marketing Intelligence & Planning, vol. 19 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 1 September 2005

Len Tiu Wright

Downloads
213

Abstract

Details

Qualitative Market Research: An International Journal, vol. 8 no. 3
Type: Research Article
ISSN: 1352-2752

Content available
Article
Publication date: 1 March 2005

Len Tiu Wright

Downloads
275

Abstract

Details

Qualitative Market Research: An International Journal, vol. 8 no. 1
Type: Research Article
ISSN: 1352-2752

Content available
Article
Publication date: 1 October 2006

Len Tiu Wright

Downloads
183

Abstract

Details

Qualitative Market Research: An International Journal, vol. 9 no. 4
Type: Research Article
ISSN: 1352-2752

Content available
Article
Publication date: 1 September 2000

Clive Nancarrow

Downloads
250

Abstract

Details

Qualitative Market Research: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1352-2752

1 – 10 of 65