Showing papers in "Qualitative Market Research: An International Journal in 2005"
TL;DR: In this paper, the authors examine elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 "Has marketing failed, or was it never really tried" of seeking to identify "false marketings" that have hampered progress.
Abstract: Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability.
Design/methodology/approach – The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify “false marketings” that have hampered progress.
Findings – That much of what has been commonly referred to as “green marketing” has been underpinned by neither a marketing, nor an environmental, philosophy. Five types of misconceived green marketing are identified and analysed: green spinning, green selling, green harvesting, enviropreneur marketing and compliance marketing.
Practical implications – Provides an alternative viewpoint on a much researched, but still poorly understood area of marketing, and explains why the anticipated “green revolution” in marketing prefaced by market research findings, has not more radically changed products and markets in practice.
Originality/value – Helps readers to understand why progress towards a more sustainable economy has proved so difficult, and outlines some of the more radical changes in thought and practice that marketing will need to adopt before it can make a substantive contribution towards greater sustainability.
679 citations
TL;DR: In this article, the authors discuss how netnography can be applied in order to conduct covert research on sensitive research topics such as cosmetic surgery on the Danish internet message board, and demonstrate that consumers use internet message boards to exchange information and advice about cosmetic surgery.
Abstract: Purpose – 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 surgery illustrates suggestions concerning modifications of netnography guidelines.Design/methodology/approach – Owing to the relevance of studying sensitive research topics – in particular when access to informants is difficult – netnography has been applied in an analysis of cross consumer online‐communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entree, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified.Findings – Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to expres...
513 citations
TL;DR: An overview of videographic methods can be found in this article, with examples from different kinds of marketing and consumer research, from academia as well as marketing research practice, and recommendations about some of the best ways to use this method.
Abstract: Purpose – 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 overview of these methods and offers some guidelines for their use.Design/methodology/approach – We offer an overview of videographic methods that illustrates the considerable choice and diversity offered to budding videographers. With examples from different kinds of marketing and consumer research, from academia as well as marketing research practice, we survey, critique, and make recommendations about some of the best ways to use this method. We also promote current and existing venues for distributing videographic work.Findings – We find videographic methods full of promise and in the early introduction growth stage in marketing and consumer research. Combined with decreases in the cost and availability of digital recording media, videography is ready for prime time.Originality/value – Much observational data have ...
213 citations
TL;DR: The methodology section applies concepts and analysis challenges to a real‐world example using N*Vivo software to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.
Abstract: Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software.Findings – A 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.Research limitations/implications – The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data.Practical implications – Step‐by‐step guidance o...
210 citations
TL;DR: The findings show how the bifocal approach captures change in both a network's structure and its interactions, through a firm's life‐stages.
Abstract: Purpose – This article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data analysis, i.e. where data are interpreted with two lenses: qualitative and quantitative.Design/methodology/approach – The dynamics of an entrepreneurial firm's network are analyzed by combining: content and event analysis of case data and network maps with the use of UCINET 6, a software package developed for social network analysis.Findings – In illustrating the bifocal approach, steps related to data collection, preparation and analysis are discussed. The findings show how the bifocal approach captures change in both a network's structure and its interactions, through a firm's life‐stages.Research limitations/implications – The primary limitation of the approach is that reliance on UCINET 6 statistics oversimplifies network analysis. Thus, optimal use of the approach is best achieved when the structural patterns generated by UCINET 6...
175 citations
TL;DR: In this article, the authors proposed a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer interactions in new product development (NPD) as examples.
Abstract: Purpose – The purpose of this paper is to propose a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer interactions in new product development (NPD) as examples. The intention is to dispel a misconception that the qualitative research lacks objectivity and methodological robustness.Design/methodology/approach – To collect data for all the four studies a preliminary process of conducting fieldwork was first developed from the extant literature. This preliminary framework was applied in the first study and subsequently revised twice in the second and third study by incorporating necessary changes and additions. Finally, the framework was tested and further refined in the fourth study.Findings – The findings from these four empirical qualitative studies have demonstrated that a theory generating idiographic research such as field interviews could be carried out systematically. These findings also provide a basis for proposing a st...
124 citations
TL;DR: In this paper, the authors discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what they term a "child-centric" approach.
Abstract: Purpose – 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. We hope that by sharing our experiences we can help move forward the discussion of child‐centric approaches and methods, providing a useful starting point for researchers considering conducting qualitative research with children, and food for thought for those experienced at researching the lives of young consumers.Design/methodology/approach – We begin our paper with a general overview of approaches to childhood as a social category, discuss methodological approaches to research with children and review the literature that informed our methodological approach. In the second part of the paper we focus on an empirical investigation, outlining a methodology with which we sought to embrace children's active participation. Our qualitative approach incorporates the following: quasi‐ethnographic methods; interviews; projecti...
117 citations
TL;DR: In this article, the authors report the findings of a preliminary investigation to establish the key E&SR factors affecting grocery shopping behavior, including food quality and safety, human rights and ethical trading.
Abstract: Purpose – Despite growing awareness of ethical and social responsibility (E&SR) issues in academia and industry, investigation of their influence on consumers' buying decisions has been limited. To help fill this gap, this paper reports the findings of a preliminary investigation to establish the key E&SR factors affecting grocery shopping behaviour.Design/methodology/approach – The study drew upon existing literature in the areas of ethics, social responsibility, shopping and store image to identify the individual elements of E&SR. An exploratory qualitative study of E&SR consumers (E&SRC) was then conducted, using seven focus groups, and a typology of key factors of concern to these consumers was derived from analysis.Findings – The findings identify seven core categories, containing seventy‐one sub‐categories. These interlink to form three main clusters: food quality and safety, human rights and ethical trading, and environmental (green) issues. Shoppers trade off these E&SR factors against standard re...
105 citations
TL;DR: In this article, the role of employees in the delivery of the brand and further one's understanding of an area that, to date, has received little empirical attention from an operational management perspective.
Abstract: Purpose – Employees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to examine the role of employees in the delivery of the brand and, in doing so, further one's understanding of an area that, to date, has received little empirical attention from an operational management perspective.Design/methodology/approach – This study demonstrated the use of a qualitative methodological approach to inductively and holistically understand the operational management perspective in a context‐specific situation. A case study approach was adopted and data were gathered via semi‐structured interviews with managers of a customer‐focused organization.Findings – Several themes were identified from the interviews, namely, control, foundation, internal marketing (IM), management role, direction, employee satisfaction, enhancers and element of control. As such, these themes provide the foundation for the discussio...
103 citations
TL;DR: A review of the academic and practitioner literature on qualitative group research in academic, social and market research indicates that various terms for groups are used interchangeably and are often assumed to have the same meaning as mentioned in this paper.
Abstract: Purpose – This paper seeks to highlight the current confusion in the terminology for group research, identify the geographic, historical and scientific sources of this confusion and suggest a reduction in the number of terms used to two, thereby offering a definition on which researchers from different cultural backgrounds and scientific traditions may be able to agree.Design/methodology/approach – A review of the academic and practitioner literature on qualitative group research in academic, social and market research indicates that various terms for groups are used interchangeably and are often assumed to have the same meaning. These terms include; Focus Group, Group Discussion, Group Interview, Group, Focus Group Interview, Focus Group Discussion, Qualitative Group Discussion and Nominal Group Interview.Practical implications – The contribution of this paper is that it offers a resolution of this issue and so allows researchers from across geographic borders, different scientific traditions and from bo...
94 citations
TL;DR: In this article, the authors make the case for the use of real diaries as an alternative methodology in marketing research, arguing that ODR is particularly suited to exploring processes, relationships, settings, products, and consumers.
Abstract: Purpose – 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 consumer research is an innovative way to capture rich insights into processes, relationships, settings, products and consumers.Design/methodology/approach – To illustrate the utility of QDR this paper explores the phenomenon of text messaging. One hundred and twenty two “texters” were recruited to maintain personal introspective diaries for 1 week; recording, not only each of their incoming and outgoing text messages, but also the personal thoughts that each communication initiated. The paper then offers a frame narrative that attempts to analyse, interpret and re‐present the embedded diary narratives.Findings – This empirical analysis illustrates that ODR is particularly suited to exploring processes, relationships, settings, products, and consumers. It is shown how the arrival of a text message and its actual content can...
TL;DR: In this paper, the authors explored the radical forms of voluntary simplifier groups through participant-observation research and found that although voluntary simplification seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals.
Abstract: Purpose – To broaden the scope of our knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life.Design/methodology/approach – Radical forms of voluntary simplifier groups were explored through participant‐observation research. The methodology can be broadly classified as critical ethnography, and a multi‐locale approach has been used in designing the field.Findings – Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals.Research limitations/implications – This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such commu...
TL;DR: In this article, a shopping with consumers (SWC) method was proposed for gathering high-quality, naturalistic text in the field, which has been used in a variety of research phenomena.
Abstract: Purpose – 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.Design/methodology/approach – The original SWC method combined accompanying consumers in the field as they shopped with in‐depth interviews.Findings – This paper reflects on how SWC has been used in past research, including new and innovative applications of the method to a variety of research phenomena.Research limitations/implications – The primary limitation of the approach is the amount of time required to implement SWC thoroughly.Practical implications – SWC has the advantages of a multi‐method research design. In addition, SWC hastens trust and rapport with informants, potentially yielding richer data.Originality/value – This paper is unique in terms of reflections on how a variety of scholars have used SWC to investigate phenomena of interest beyond that investigated in our original data collection. In addition, we offer suggestions fo...
TL;DR: In this article, the authors used an integrative literature review and in-depth interviews to collect data from cross-functional new product development (NPD) team members and determine point of contact in and responsibilities throughout the development process.
Abstract: Purpose – The purpose of this paper is to garner multiple perspectives from cross‐functional new product development (NPD) team members and determine point of contact in and responsibilities throughout the development process.Design/methodology/approach – The use of an integrative literature review and in‐depth interviews were two qualitative approaches to data collection in the study of cross‐functional NPD. A convenience sample initiated research efforts, then snowball sampling facilitated the completion of semi‐structured, face‐to‐face interviews among 94 team members in 11 firms. The literature review culled research from fields as distinct as communication, industrial design, and research and development. The in‐depth, semi‐structured design provided the permitted open‐ended investigation and some unplanned questions. Face‐to‐face questioning allowed for the reading of facial expressions, other forms of body language, and the free pursuit of interesting subtopics. The study design utilized a 19‐quest...
TL;DR: In this article, the authors present a brief history of ethnography as a method for investigating unconceptualised groups and argue that the foundations of this methodology can be developed to include the broad networks of influences extant in contemporary cultures.
Abstract: Purpose – 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 of culture and social science; to develop our understanding of interdependency and instability in cultural life. In order to incorporate possible discourses, the practice of research must also change. This paper discusses some problems associated with ethnography in global cultures.Design/methodology/approach – I begin by presenting a brief history of ethnography as a method for investigating unconceptualised groups. Following this, through reference to my own research, I argue that the foundations of this methodology can be developed to include the broad networks of influences extant in contemporary cultures. To this end, I consider a solution that poses the researcher as a locus of investigation from which the relationships that construct a culture may be collated and interpretations built.Findings – The research acco...
TL;DR: In this paper, the authors present the results of exploratory research which analyzed firm-employee relationship strength from the employee perspective, finding that employees view relationships as being very important in the work environment.
Abstract: Purpose – The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were explored: What indicators should be used to measure strong firm‐employee relationships? How important do employees see relationships to be in the work environment? and how do employees define relationship strength?Design/methodology/approach – Qualitative research in the form of focus groups was utilised. Four focus groups of employees from medium to large regional and national Australian companies were held in a large Australian regional city.Findings – Employees view relationships as being very important in the work environment. The findings revealed a greater degree of consistency between employees' viewpoints about important relationship elements and non‐marketing literature. Important elements found were cooperation, empowerment, communication, attachment, shared goals and values, trust and respect. The emphasis on...
TL;DR: The authors applied established qualitative research methods to the online environment to evaluate how web managers generate and incorporate web metrics to inform strategic marketing decisions, and the exploratory results showed that companies currently measure web site performance and consumer behaviour online but are still u...
Abstract: Purpose – Companies operating on the internet need appropriate metrics to make strategic marketing decisions. This paper applies established qualitative research methods to the online environment to evaluate how web managers generate and incorporate web metrics to inform strategic marketing decisions.Design/methodology/approach – Initial theories were developed using a comprehensive literature review as well as exploratory interviews with New Zealand companies. Applying a mixed methodology, the exploratory research used interviews to assess current practice within the industry, refine the research questions and set up the research design. An in‐depth case study in the USA evaluated best practices and highlighted issues that affect the use of web metrics. The main data collection utilized case studies to generate the in‐depth information necessary for theory building.Findings – The exploratory results showed that companies currently measure web site performance and consumer behaviour online but are still u...
TL;DR: In this article, a brief literature review of contemporary sociological perspectives on childhood informs an account of controversy in the UK about the legitimacy of advertising to children, drawing on a pilot study using informal qualitative methods.
Abstract: Purpose – To question the models of childhood implied within contemporary UK debate about advertising to children. The paper identifies a role for qualitative market research in establishing a more fully‐articulated account of childhood, with implications for both policy makers and marketers.Design/methodology/approach – A brief literature review of contemporary sociological perspectives on childhood informs an account of controversy in the UK about the legitimacy of advertising to children. Adult versions of childhood from this debate are contrasted with children's own accounts of their experience of advertising, drawing on a pilot study using informal qualitative methods.Findings – Illuminates the assumptions about childhood which divide industry advocates from their critics, and suggests that qualitative understanding of children's experience of advertising should have a greater role in complementing the predominantly positivist research on which the debate draws.Research limitations/implications – Lim...
TL;DR: In this paper, the authors argue that consumer researchers need to move beyond singing the praises of fiction and, in pursuit of new paths to thick description, seek instead to novelise their findings.
Abstract: Purpose – To show how consumer researchers can learn from novels and analogous works of fiction.Design/methodology/approach – Close reading of two recent novels, The Savage Girl by Alex Shakar and Jennifer Government by Max Barry.Findings – The paper shows how works of fiction can be used as a intellectual resource by the consumer research community. It argues that fiction refreshed the parts that other research methods cannot reach.Research limitations/implications – Much depends on the caliber of the novels. Not every work of art is a work of genius. The article contends that consumer researchers need to move beyond singing the praises of fiction and, in pursuit of new paths to thick description, seek instead to novelise our findings. Or narrate them better at least.Practical implications – Marketing practitioners might learn more from reading novels than the academic marketing literature.Originality/value – There is nothing particularly original in the paper. It reiterates what several scholars have sa...
TL;DR: In this article, a contract research provider focused on generating knowledge of current and near future customer needs through interactions with customers and other key actors, and pursued the building of capabilities which would enable it to broaden the application areas to the needs of a larger group of potential customers.
Abstract: Purpose – To model how resources and capabilities co‐evolved in a contract research provider's customer relationships and how this affected market orientation, and to develop hypotheses for further testing.Design/methodology/approach – Single qualitative and abductive longitudinal case study.Findings – The provider focused on generating knowledge of current and near future customer needs through interactions with customers and other key actors. The provider also pursued the building of capabilities which would enable it to broaden the application areas to the needs of a larger group of potential customers. Exchanges with specific customers were used by the provider for the acquisition of resources and capabilities concerning details related to functions and, especially, applications, yet these resources and capabilities were subsequently broadened to all‐around solutions. In contrast, customer interactions were less important in acquiring resources and capabilities. Eight hypotheses were also formulated.R...
TL;DR: In this article, the authors define erotic retailing in the context of shops selling sexually arousing products to women, and the ethical implications of High Street “porno-chic”, and assess the moral implications of access to sexual imagery and products in the High Street and examine the boundaries of its acceptability in society.
Abstract: Purpose – To define erotic retailing in the context of shops selling sexually arousing products to women, and the ethical implications of High Street “porno‐chic”. Its purpose is to assess the moral implications of access to sexual imagery and products in the High Street and examines the boundaries of its acceptability in society.Design/methodology/approach – The approach is inter‐disciplinary, with two objectives; firstly to demonstrate the value of archived source materials to explore and structure the research problem in depth and secondly to turn directly to a primary philosophical source, to provide a new ethical approach to the research problem.Findings – The findings demonstrate a typology of erotic retailing, the interrelatedness of the commercial opportunity with social and cultural developments in the late twentieth century and propose a philosophical answer to the ethics of erotic retailing.Research limitations/implications – It is concerned with the development of new theoretical frameworks th...
TL;DR: For instance, the authors found evidence that US cultural values are embedded in popular magazine advertisements and individualism, low context communication patterns and action/achievement values are most common.
Abstract: Purpose – To describe contemporary US society based on the dominant themes featured in magazine advertisements.Design/methodology/approach – From eight general circulation magazines, 2,158 full‐page advertisements are examined using content analysis. The analysis includes the examination of ad characteristics, creative strategies and a critical literary analysis.Findings – The results show evidence that US cultural values are embedded in popular magazine advertisements. In particular, individualism, low context communication patterns and action/achievement values are most common.Research limitations/implications – This study represents a snapshot in time. Neither culture nor media options are static. As a result, future work in this area should examine these changes.Practical implications – Since only a few cultural dimensions are dominant in the sample, the results suggest that advertisers need not embed all social values in ads.Originality/value – This paper provides evidence that an adaptive advertisin...
TL;DR: The authors examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldisation: efficiency, calculability, predictability, and control.
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 expl...
TL;DR: In this article, the authors investigate whether technological developments can be used in call centre environments to build trust and hence lasting customer relationships beyond the usual focus on efficiency gains through automation, and demonstrate that a truly optimal application of technology creates a shared system of which customers and employees form an integrated part, where employees' knowledge of the system and the product underpins are applied in a positive way to create relationships and trust with the customers with whom they transact.
Abstract: Purpose – The aim of this paper is to investigate whether technological developments can be used in call centre environments to build trust and hence lasting customer relationships beyond the usual focus on efficiency gains through automation.Design/methodology/approach – Draws upon depth interviews with management and staff in three very different types of call centre to critically examine the ways in which caring attitudes and competent behaviour of call centre staff can contribute to building durable bases for customer trust.Findings – While one of the case studies exemplifies a purely economic rationale for call centre operations, the other two demonstrate that a truly optimal application of technology creates a shared system of which customers and employees form an integrated part. Employees' knowledge of the system and the product it underpins are applied in a positive way to create relationships and trust with the customers with whom they transact.Practical implications – Argues that competitive ad...
TL;DR: In this article, a model for ethical behavior based on product, production and marketing methods is proposed, which makes use of qualitative data relating to a specific product in order to test its validity.
Abstract: Purpose – To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube.Design/methodology/approach – The model was developed as a result of early examination of ethical practices. It was then tested using publicly available examples of marketing, production and product information concerning the wine industry.Findings – The model was found to be effective, if basic. Proposals for improvements and extensions are put forward.Research limitations/implications – The examples used are largely those that are in the public domain. Facets of a product are classed as ethical or unethical according to the number of reported examples in each area of study – with a special emphasis on production and marketing.Practical implications – This can provide a standard framework for assessing the ethicality of any product.Originality/value – This paper is of v...
TL;DR: In this paper, a case study of the toy industry is presented, which examines the moral issues of "care" and "vulnerability" and evaluates toy company practice based on Ross' prima facie duties of benevolence, fidelity, and nonmaleficence.
Abstract: Purpose – Fitting ethical responsibilities into day‐to‐day business practice represents a challenge for marketers who have to operate at the customer interface. When young children are the target market the puzzle becomes more complex. Based on a case study of the toy industry, this paper examines the moral issues of “care” and “vulnerability” and evaluates toy company practice.Design/methodology/approach – The paper builds upon Ross' proposed prima facie duties of benevolence, fidelity, and nonmaleficence (1938), which it argued are particularly relevant when vulnerable consumers are involved. The supporting fieldwork is based on qualitative interviews with senior managers in 12 leading UK‐based toy companies and compares the findings with other documentary evidence.Findings – Evidence of some ethical responsible practice was discovered although this appeared to be primarily driven by external forces rather than company philanthropy. Although the companies argued that targeting children directly is suppo...