Lowrey, Tina M.; Otnes, Cele C.; McGrath, Mary Ann - In: Qualitative Market Research: An International Journal 8 (2005) 2, pp. 176-188
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...