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.

Informed eclecticism: A research paradigm for the twenty-first century (2001)
Journal Article

"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.