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Engaging the right mindset in qualitative marketing research

Nancarrow, Clive; Barker, Andy; Tiu Wright, Len

Authors

Andy Barker

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. © 2001, MCB UP Limited

Journal Article Type Article
Publication Date Jul 1, 2001
Deposit Date Jan 20, 2020
Journal Marketing Intelligence & Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Not Peer Reviewed
Volume 19
Issue 4
Pages 236-243
DOI https://doi.org/10.1108/EUM0000000005561
Public URL https://uwe-repository.worktribe.com/output/5184538
Publisher URL https://www.emerald.com/insight/content/doi/10.1108/EUM0000000005561/full/html