This research used the somewhat new methodology of convergent interviews to develop a conceptual framework about relationship constructs in an Internet environment. More generally, this article describes and illustrates the processes and the strengths of convergent interviewing to investigate...

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 –...

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 –...

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...

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...

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,...

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...

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...

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....

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...