Originally published as Qualitative Market Research Volume 9 Number 2, 2006
ISBN: 1 84544 980 0
Guest edited by: Paul Henry, University of Sydney, Australia.
Whilst there is now an extensive literature on consumption theory, virtually none of this work draws from Australian consumers. Most of the work is North American. Hence, the goal of this Special Issue lies in spotlighting consumer culture and consumption in the Australian setting.
In many ways the country follows the dominant social and economic trends of other developed nations. For example, fashion, films, and frenetic uptake of new technologies and consumer products. With an economy that has boomed over the last ten years, Australians have gone on a buying binge.
Having acknowledged that Australia is, indeed, heavily influenced by global trends it is also obvious that this society is a product of distinctive socio-historical conditions. For example, at the most basic level it is located near the end of the earth and its scale comprises largely empty arid terrain. It has a small population compared to Western industrialized economies that continues to depend on a flow of immigrants drawn from across the globe. The distinctive aspects of Australian social character make it an interesting site of enquiry.
Contents:
Adapting ethnographic research methods to ad hoc commercial market research
The purpose of this paper is to delve into the nature of ethnography to evaluate its potential as an applied qualitative research method in commercial ad hoc market research. A re-interpretation of ethnography adapted for the commercial market research environment is proposed and a conceptual framework for its implementation offered.
Cosmopolitanism as a consumer orientation: Replicating and extending prior research
This paper aims to increase our understanding of an under-investigated research area of consumption, that is, cosmopolitanism as a consumer orientation. About 16 informants, either Australians who had worked or studied overseas, or expatriates residing in Australia, participated in a qualitative research study. Analysis was an iterative process involving textual interpretation of interview transcripts and photographs supplied by informants.
Authenticity and consumption in the Australian Hip Hop culture
The purpose of this paper is to investigate the effects that local interpretation and the glocalisation of the Australian Hip Hop culture have on the consumption practices of members, exploring the reasons for such effects, and drawing marketing implications.
Symbolic double-coding: the case of Australian pubs
Discussions of symbolic meaning tend to focus on consumer goods and as a result there is relatively little consideration given to the meanings associated with less tangible receptacles such as locations. The purpose of this paper is to explore the symbolic meaning resident in a particular consumption location, namely the Australian pub (public drinking house).
Magnetic points for lifestyle shaping: the contribution of self-fulfillment, aspirations, and capabilities
The purpose of this paper is to examine the role of self-fulfillment motivation in shaping lifestyles. Gewirth's conceptualization is delineated in which self-fulfillment occurs when one's deepest aspirations and best capabilities are brought to fruition.
Product involvement and the evaluation of wine quality
The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on.
About Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal furthers the frontiers of knowledge and understanding of qualitative market research and its applications, exploring many contemporary issues and new developments in marketing. It breaks new ground by raising awareness of the dichotomy of principles and practices in research, in an analytical and practical way.
Providing national, international and cross-cultural perspectives of principles and practices, this innovative journal sets out to advance your knowledge and understanding of qualitative market research. Every article published in Qualitative Market Research: An International Journal has been subject to a double blind review process to ensure its relevance and quality.
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