Qualitative Market Research

Scope & Guideline

Empowering marketers with innovative qualitative insights.

Introduction

Welcome to the Qualitative Market Research information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Qualitative Market Research, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN1352-2752
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 1998 to 2024
AbbreviationQUAL MARK RES / Qual. Mark. Res.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

Qualitative Market Research (QMR) focuses on understanding consumer behavior, marketing strategies, and the socio-cultural contexts that influence these dynamics. The journal emphasizes qualitative methodologies to explore complex consumer interactions and the implications for marketing practices.
  1. Consumer Behavior Analysis:
    The journal explores consumer behavior through qualitative lenses, examining how various factors such as culture, identity, and emotional connections shape consumer decisions.
  2. Marketing Strategy Development:
    It provides insights into the development of marketing strategies that resonate with consumers, particularly in changing socio-economic contexts and during crises.
  3. Sustainability and Corporate Responsibility:
    QMR emphasizes research on sustainability, ethical consumption, and corporate social responsibility, exploring how brands can align their practices with consumer values.
  4. Innovative Methodological Approaches:
    The journal showcases innovative qualitative methodologies, including ethnography, netnography, and interpretative frameworks, to study consumer behavior in diverse settings.
  5. Phygital Consumer Experiences:
    A unique focus on phygital (physical-digital) consumer experiences is evident, analyzing how consumers navigate and integrate these realms in their consumption practices.
  6. Cultural and Social Dimensions of Consumption:
    QMR explores the cultural and social dimensions of consumption, including identity, community, and the influence of social media on consumer interactions.
Qualitative Market Research is currently witnessing a shift towards several trending and emerging themes. These areas reflect new consumer realities, technological advancements, and evolving marketing practices.
  1. Phygital Marketing:
    An emerging focus on phygital marketing strategies illustrates how brands are adapting to consumers’ hybrid experiences that blend physical and digital interactions.
  2. Sustainability and Ethical Consumption:
    There is a growing emphasis on sustainability and ethical consumption, with research exploring how consumers make choices based on environmental and social considerations.
  3. Impact of Technology on Consumer Behavior:
    Recent studies are increasingly examining the impact of digital technologies, such as AI and social media, on consumer behavior, highlighting shifts in engagement and expectations.
  4. Cultural Identity and Consumption Practices:
    Research is trending towards understanding how cultural identities influence consumption practices, especially within diverse consumer groups and immigrant communities.
  5. Emotional and Experiential Marketing:
    There is a rising interest in emotional and experiential marketing, focusing on how brands can create meaningful experiences that resonate with consumers on a personal level.
  6. Collaborative Consumption and Secondhand Economies:
    The exploration of collaborative consumption and the secondhand economy is gaining traction, investigating consumer motivations and experiences in these emerging marketplaces.

Declining or Waning

While Qualitative Market Research continues to evolve, some themes have shown a decline in prominence. These waning scopes reflect shifts in consumer behavior, market dynamics, and research priorities.
  1. Traditional Market Segmentation:
    There is a noticeable decline in papers focusing on traditional market segmentation strategies, as researchers shift towards more nuanced understandings of consumer identities and behaviors that transcend demographic categories.
  2. Static Branding Approaches:
    Research on static branding strategies is less prevalent, with a move towards dynamic brand experiences and the role of consumer engagement in shaping brand narratives.
  3. Consumer Loyalty Metrics:
    The focus on traditional consumer loyalty metrics is diminishing, as the journal emphasizes deeper relational aspects of consumer-brand interactions rather than transactional loyalty.
  4. Single-Method Research Designs:
    There is a waning interest in single-method qualitative studies, with a growing preference for mixed-method approaches that provide a more comprehensive view of consumer phenomena.
  5. Narrow Focus on Quantitative Insights:
    Qualitative insights that merely validate quantitative findings are becoming less common, as the journal advocates for qualitative research that provides substantial theoretical contributions.

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