Moskowitz, Howard; Rabino, Samuel; Beckley, Jacqueline - In: Qualitative Market Research: An International Journal 10 (2007) 3, pp. 282-299
Purpose – The purpose of this paper is to show how consumer researchers have used experimental design of ideas to understand emotions. Design/methodology/approach – The approach was “quali‐quant,” mixing the insights of qualitative research with the numerical rigor of quantitative...