Qualitative Market Research: Volume 10 Issue 2
Strapline:
An International JournalTable of contents - Special Issue: Developments in human observation methodologies
Guest Editors: Nick Lee, Amanda J. Broderick
The past, present and future of observational research in marketing
Nick Lee, Amanda J. BroderickTo introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some…
Access to reality: observations on observational methods
Evert GummessonTo bring to the fore, the importance of observational methods in research in marketing.
Applications of functional magnetic resonance imaging for market research
Peter Kenning, Hilke Plassmann, Dieter AhlertThe purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and…
Mapping the mind for the modern market researcher
Carl Senior, Hannah Smyth, Richard Cooke, Rachel L. Shaw, Elizabeth PeelTo describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging…
The Mindcam methodology: perceiving through the native's eye
Richard G. Starr, Karen V. FernandezConsumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this…
Can managers use handheld technologies to support salespeople?
Francine K. SchlosserThe purpose of this paper is to propose that sales managers use mobile technologies in the working environment to communicate and supportively monitor sales person performance.
The application of physiological observation methods to emotion research
Laura Chamberlain, Amanda J. BroderickThe purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood