Article thumbnail
Location of Repository

Engaging the right mindset in qualitative marketing research

By Clive Nancarrow, Andy Barker and Len Tiu Wright

Abstract

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 practice and argues for a more eclectic use of different approaches depending on the nature of the research problem. Provides examples of how pre-tasking can benefit the qualitative research interview and argues the case for post-tasking to maximise insight as well as provide a greater degree of confidence in the findings and as a source of professional development

Topics: HF
Publisher: Emerald
Year: 2001
DOI identifier: 10.1108/eum0000000005561
OAI identifier: oai:eprints.hud.ac.uk:11669
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • http://dx.doi.org/10.1108/EUM0... (external link)
  • http://www2.hud.ac.uk/staffpro... (external link)
  • Suggested articles


    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.