Table of contents
Validity and reliability tests in case study research: a literature review with “hands‐on” applications for each research phase
Andreas M. RiegeDespite the advantages of the case study method, its reliability and validity remain in doubt. Tests to establish the validity and reliability of qualitative data are important to…
A class of its own: latent class segmentation and its implications for qualitative segmentation research
Julian Bond, Leigh MorrisFrom an early age we categorise the myriad stimuli we are confronted with. This adaptive process continues throughout our lives, and finds a natural expression in marketers’…
Exploring and modelling consumer attitudes towards genetically modified food
Annelies Verdurme, Jacques ViaeneThe aim of this research is, first, to explore consumer beliefs, attitudes and purchase intentions with regard to genetically modified (GM) food and second, based on this…
Using laddering to understand and leverage a brand’s equity
Brian WansinkUnderstanding a brand’s equity is difficult for researchers. Building on means‐end theory, describes a method – laddering – which has proven useful in uncovering insights related…
Modelling of international market selection process: a qualitative study of successful Australian international businesses
Syed H. RahmanThe importance and need for systematically evaluating and selecting potential foreign markets has been stressed by many researchers, and several models for selecting international…
“Focus groups in cyberspace”: using the Internet for qualitative research
Henrietta O’Connor, Clare MadgeThe potential of the Internet as a valuable methodological research tool is increasingly being recognised by both market researchers and academics. This paper contributes to the…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood