For years the Institute of Marketing at Szent István University has been conducting research in customer and consumer behaviour. This research project focuses on which food shops retail customers choose when it comes to traditional food4. This paper briefl y summarizes qualitative fi ndings and...

Purpose – The purpose of this paper is first, to discuss the theoretical assumptions, qualities, problems and myopia of the dominating quantitative and qualitative approaches; second, to describe the methodological lessons that the authors learned while conducting a series of longitudinal...

For years the Institute of Marketing at Szent István University has been conducting research in customer and consumer behaviour. This research project focuses on which food shops retail customers choose when it comes to traditional food. This paper briefly summarizes qualitative findings and...