Eckhardt, Giana M.; Dholakia, Nikhilesh - In: Qualitative Market Research: An International Journal 16 (2013) 1, pp. 4-11
Purpose – In this editorial introduction to the special issue, the authors lay out the problem of inadequate qualitative research about markets and consumers in the vast demographic‐economic space represented by Asia and present an integrative view of six articles that tackle this...