The widespread acceptance of the use of online techniques in market research necessitates appreciation of the relative advantages and disadvantages of these techniques over more traditional research methods. This paper reports on a study which directly compares online and postal data collection...

Purpose – The aim is to describe the “empirical characteristics” of the “top” journals in mainstream marketing by assessing selected journals with respect to: the proportion of “empirical” versus “non‐empirical” contributions; the proportion of national versus international...

Opens with the observation that the would‐be interviewer is faced with a daunting task for which the existing literature is not always helpful. Presents a résumé of the considerations necessary to begin successful personal interviews. These include: training and preparation, credibility,...

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...

Concerns the application of novel technology (the TEAMWORKER system) in the measurement of service quality. A performance‐only version of the SERVQUAL instrument was used as a basis, contextualized to suit the fast food industry. The study suggests that the use of computer‐aided...

Although some guidance exists for conducting qualitative research in the consumer field, there is very little accessible information for would‐be industrial market researchers. This is particularly unfortunate since the qualitative approach is arguably of greater relevance in industrial market...

The point of departure for this article is a newly established international research project focusing on industrial networks in the European furniture industry. The article offers an account of a theoretical journey starting from a qualitative analytical frame and leading to the development of...

It is unwise, though common practice, to base decisions on numerical values without knowing how they can be justified as correctly describing aspects of reality. Scientists have great responsibility in this regard, especially in the social sciences where it is easy to provide an appearance of...