This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of on‐line research organised from...

Purpose – Honesty and spontaneity are regularly discussed in articles on qualitative market research. The focus is mostly on specific types of response tendencies, and the tendencies are mostly emotional in nature (e.g. self presentation). The purpose of this paper is to offer a comprehensive...

Discusses a number of important issues pertaining to the domain of qualitative market research. Attempts to define what qualitative research is about and discuss some of the difficulties involved in coming up with a clear definition of the qualitative paradigm. Suggests a number of issues...