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References (8)
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Richard Krueger (1989)
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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2001 MCB UP Ltd. All rights reserved.
- ISSN
- 0263-4503
- DOI
- 10.1108/EUM0000000005561
- Publisher site
- See Article on Publisher Site
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.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 2001
Keywords: Market research; Qualitative techniques; Recruitment; Mindsets; Interviews