Originally published as "New paths to thick descriptions: innovativeness in data collection and interpretation", Qualitative Market Research: An International Journal Volume 8 Number 2, 2005
ISBN: 1 84544 129 X
Guest edited by: Richard Elliott, Warwick Business School, UK & Avi Shankar, Exeter University, UK.
This Special Issue offers a range of international perspectives on data collection and interpretation.
The first piece looks at videography – suggesting that videos can provide sufficient output for leading companies with regard to market research. This presents implications for those engaged in teaching and training in the field of research methods.
The second piece examines text messaging as a potential data collection method, whilst also underlining the importance of the insights to be gained through qualitative diary research.
Next comes a consideration of factors relevant to research involving children – the authors providing information from their own experiences in this field.
The fourth piece reflects on the concept of accompanied shopping as a way of capturing the actual experiences of shoppers and shopping.
This article is followed up with a consideration of issues around the sensitive question of cosmetic surgery – i.e. how to research the views of consumers of this increasingly common phenomenon – the piece contributes to the emergence of netnography as a research approach in the age of the internet.
The adaption of ethnography to study non-geographically bound cultures is the topic of the next piece – using surf culture as the case setting. The author argues for a “follow the actors” emergent research design.
The final piece shows how consumer researchers can learn from novels and analogous works of fiction with reference to close reading from two recent novels – The Savage girl by Alex Shakar and Jennifer Government by Max Barry.
Contents:
Videography in marketing and consumer research
Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an overview of these methods and offers some guidelines for their use.
Processes, relationships, settings, products and consumers: the case for qualitative diary research
This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings, products and consumers.
Exploring innovative methodologies for child-centric consumer research
The authors discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what is termed a “child-centric” approach. It is hoped that by sharing experiences the discussion of child-centric approaches and methods can be moved forward.
Shopping with consumers: reflections and innovations
This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high-quality, naturalistic text in the field.
Sensitive research topics: netnography revisited
This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines.
Moving shadows: suggestions for ethnography in globalised cultures
Traditional notions of culture have become unicorns: assumed creatures of the past, whose authenticity seems increasingly doubtful. It is required of us to rethink the boundaries of culture and social science; to develop our understanding of interdependency and instability in cultural life. In order to incorporate possible discourses, the practice of research must also change. This paper discusses some problems associated with ethnography in global cultures.
I can read you like a book! Novel thoughts on consumer behaviour
This article shows how works of fiction can be used as a intellectual resource by the consumer research community. It argues that fiction refreshed the parts that other research methods cannot reach.
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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