ESOMAR: Clearing the eMist 2000
(2001)
Presentation / Conference Contribution
Outputs (3)
Engaging the right mindset in qualitative marketing research (2001)
Journal Article
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 recruitme... Read More about Engaging the right mindset in qualitative marketing research.
"Tell me lies, tell me sweet little lies": Dealing with socially desirable responses in market research (2001)
Journal Article
The rise of green, ethical, social, charity and cause-related marketing should heighten interest in the marketing research problem of socially desirable responding in interviews. This phenomenon leads to over-reporting of what is socially desirable,... Read More about "Tell me lies, tell me sweet little lies": Dealing with socially desirable responses in market research.