Purpose – The aims of the paper are twofold: to assess the usage of Computer Assisted Qualitative Data Analysis (CAQDAS) in the UK market research industry; and to evaluate the use of CAQDAS as a supplement to paper‐coding in market research. Design/methodology/approach – CAQDAS usage was...

Purpose – This purpose of this paper is to show that theories of marketing, as evident in a range of key textbooks, represent a set of reified articles of faith, which are unreflective of the reality of the practitioner's world. Design/methodology/approach – This paper draws on some...

Purpose – The purpose of this paper is to understand the use of the personal video recorder (PVR) in the home and the impact on TV advertising exposure. Design/methodology/approach – A video ethnographic study of 22 participants in eight homes with PVRs. Findings – Use of the PVR differed...

Purpose – The purpose of this paper is to focus on complaint satisfaction with a particular emphasis on the qualities and behaviours that affect customers during personal complaint handling encounters. Design/methodology/approach – Following a literature review of complaint satisfaction and...

Purpose – The conventional distinction between quantitative and qualitative research is constructed around a familiar dichotomy. Within it, the former is construed as more “factual” and “objective” and it is contrasted with the more interpretative approaches of qualitative research....

Purpose – The purpose of this paper is to examine multiple channels in retail banking and demonstrate how qualitative market research investigations can inform strategic decision making. Research into customer acquisition and retention has only recently begun to consider them as part of a...