... of this licence may be seen at Link to the terms of the CC BY 4.0 license. Qualitative methods Participatory research Transitions Consumer vulnerability Timelines This work was funded by Cork University Hospital Charity Foundation (CUH Charity), the Department of Management and Marketing at Cork...

... of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Qualitative methods Multi-methods Complex phenomena Marketing There is an increasing desire for qualitative research that captures complex phenomena in marketing, so nuances can be explored and theoretical understanding...

... imagination and collaborative activity, less taken-for-granted ideas can be tapped into. Originality/value The paper contributes to consumer research by introducing a novel qualitative method for studying privacy. By drawing from a new materialism perspective, the imagination workshops bring to light...

... of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Qualitative methods Practice theory Sustainable consumption Activity focus group method Consumption practices Practice theories, which belong to the family of interpretive and cultural theorising (Reckwitz...

... activity including children aged 4-12, Darbyshire et al. (2005) compared the suitability and challenges of using multiple qualitative methods and techniques; focus groups, photovoice techniques and mapping of children’s recreational space, concluding that using multiple methods were useful...

... Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only China Interviewing Qualitative methods Critical reflection In academia, interviews are indisputably the most common method of data collection in qualitative research (King, 2004 ; King and Horrocks...

...Shweta Pandey; Deepak Chawla Purpose This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty towards clothing e-retailers. The use of constructs without going through a content...

...). © Emerald Group Publishing Limited 2015 Qualitative methods Consumer research Online trust cues Repertory grid technique Despite the continuing popularity of electronic commerce, the potential of online selling has not been fully realized as the e-commerce portion of the overall...

... base camp in Nepal. © Emerald Group Publishing Limited 2013 Visual methods Projective methods Qualitative methods Asia Videography Netnography Research Research methods Market research We are most apt to immediately apprehend our environment visually. That we tend to privilege...

... at work and the average hours working on a computer per week was 20 (minimum=2, maximum=60). © Emerald Group Publishing Limited 2011 Brands Memory Electrocardiography Qualitative methods Advertising The term “arousal” and its synonyms “alertness”, “activation”, and “excitation...

...‐end research and lends structure to projective associations. The deeper insights into personal relevance and choice benefit academics and practitioners alike. © Emerald Group Publishing Limited 2010 Qualitative methods Interviews Consumer research Rutgers University forges...

... are unconscious and not yet manifested in consumers' minds (Koenigstorfer et al., 2008). © Emerald Group Publishing Limited 2010 Market research Qualitative methods Electronic commerce Consumer behaviour Innovation Mobile communication systems The penetration of markets...

...Clive R. Boddy; Robin Croft; Derek Bond; Elaine Ramsey Purpose Normal “mixed method” approaches to research – using standard quantitative surveys supported by qualitative methods such as semi‐structured interviews, often fail to measure issues “outside of the fence”. The purpose of this paper...

... Qualitative methods Data analysis Market research Commercial qualitative market researchers are faced with the challenge of how to capture the essence of their subjects' viewpoints, with all the hidden nuances and subtleties presented by language, actions and behaviour and how to best distil...

...Adam Lindgreen; Martin Hingley; Constantino Stavros; Kate Westberg Purpose The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach The study investigated six...

... by a discussion and summary of the general methodology employed. © Emerald Group Publishing Limited 2009 Modelling Qualitative methods A mapping of relevant theoretical variables in the qualitative analysis to theories greatly facilitates causal model building. The qualitative analysis...

... technique provides a new way for qualitative methods to go beyond the “supportive” and “exploratory” role to which they have often been limited. Originality/value An ability to test hypotheses gives qualitative researchers another way to contribute to the literatures currently dominated by constricted...

...Nick Lee; Amanda Broderick; Evert Gummesson Purpose To bring to the fore, the importance of observational methods in research in marketing. Design/methodology/approach A synthesis and reflective comments based on experience of the use of qualitative methods. Findings Research in marketing...

... one should collect data, or what is informally known as the “qualitative‐quantitative divide.” Market research Qualitative methods Research Research based on the observation of the external world in general, and human behavior specifically, has a long history within what we think...

.... © Emerald Group Publishing Limited 2006 Qualitative methods Publications The strength and power of the interpretivist approach lies in its ability to address the complexity and meaning of (consumption) situations. We present our work with the goal of adding to knowledge, and inherent...