This paper seeks to present a general case for the use of a broadly social constructionist metatheoretical perspective for qualitative research in marketing. The discussion makes reference to a current empirical study into advertising creativity in order to try to draw out particular...

Purpose The purpose of this study is to offer explanations of the wide variation in the impact of market size on new market entry decisions – i.e. its positive impact lessens because of unreliable predictability of market size on post-entry profit and entry motivations other than post-entry...

Purpose The purpose of this paper is to identify key determinants of foreign direct investment (FDI) inflows in developing countries by using unbalanced panel data set pertaining to the years 1990-2012. This study considers 20 developing countries from the whole of South, East and South-East...

Compares and contrasts the perceptions of travel distance held by tourists from Australia and the USA, two cultures often regarded as similar by marketers and researchers. Investigates the relationship of cognitive distance, actual distance and prior travel experience. Collects data from 224 US...

Presents the results of a survey of consumer lifestyles in New Zealand, undertaken in 1995‐96, and compares the findings with those of a previous study undertaken in 1989. Describes the research methodology – questionnaire construction, data collection (3773 questionnaires analysed), sample...

Market research results frequently produce negative reactions to discontinuous new products (innovative products) that later become profitable for the innovating company. Famous examples such as the fax machine, the VCR and James Dyson’s bagless vacuum cleaner are often cited to support this...

Studies conducted both in Europe and the USA have consistently suggested that new product development is vitally important for a company’s long‐term survival. However, it is a risky and uncertain business. Previous studies have indicated that early new product development activities such as...

Discusses the targeting and reporting of commercial marketing research. The treatment of this critical stage of the research process is severely underrepresented in the academic marketing literature and in marketing research texts. Six prerequisites for effective targeting and reporting are...

Purpose – This paper shows several results obtained from the first investigation made in Spain using Dillman's total design method for mail surveys. In the spring of 1998 a survey was carried out on consumer behaviour in one particular Spanish region (Navarra). The response rate was 68.3...

Purpose – This paper provides a deeper examination of the fundamentals of commonly‐used techniques – such as coefficient alpha and factor analysis – in order to more strongly link the techniques used by marketing and social researchers to their underlying psychometric and statistical...