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A note on research into the marketing of discreet services

A note on research into the marketing of discreet services Identifies discreet activities in marketing – defined as a service in which customers keep their interests and participation secret or hidden; such as Manchester’s gay village, betting shops, telephone chat lines, massage parlours, dating agencies and blood sports (to name a few). Cites some of the problems market researchers may encounter in gaining access to any of these establishments and suggests the best method of obtaining access is to develop an open relationship of trust with the staff and customers of the discreet service organization. Provides an example with the case of Sh!, a female only sex shop in London. Proposes alternative means of gaining access to the above‐named establishments – posing as a customer or undertaking some professional work (such as accountancy) for the organization. Raises ethical questions about such a covert approach. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research News Emerald Publishing

A note on research into the marketing of discreet services

Peter Jones; John Pratten; Clare Brindley
Management Research News , Volume 21 (7/8): 5 – Aug 1, 1998
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References (3)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0140-9174
DOI
10.1108/01409179810781572
Publisher site
See Article on Publisher Site

Abstract

Identifies discreet activities in marketing – defined as a service in which customers keep their interests and participation secret or hidden; such as Manchester’s gay village, betting shops, telephone chat lines, massage parlours, dating agencies and blood sports (to name a few). Cites some of the problems market researchers may encounter in gaining access to any of these establishments and suggests the best method of obtaining access is to develop an open relationship of trust with the staff and customers of the discreet service organization. Provides an example with the case of Sh!, a female only sex shop in London. Proposes alternative means of gaining access to the above‐named establishments – posing as a customer or undertaking some professional work (such as accountancy) for the organization. Raises ethical questions about such a covert approach.

Journal

Management Research News – Emerald Publishing

Published: Aug 1, 1998

Keywords: Information; Market research; Services marketing

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