Focuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications. Examines how an informed decision could be made on the most appropriate research approach ‐ in particular the...

Explains the two most commonly used qualitative research methods as the individually intensive or in‐depth interviews and focus group discussions. Suggests that, while it is possible to have a large number of interviews in order to draw sufficient statistical conclusions, this may not be...

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment...

Considers an area of growing importance in marketing research. Small to medium‐sized enterprises (SMEs) are continuing to play an increasing role in the development of western economies. Puts forward the argument that existing approaches to conducting marketing research in SMEs are rooted in...