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Online qualitative market research interviewing the world at a fingertip

Online qualitative market research interviewing the world at a fingertip This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of online research organised from one country The results of facetoface research and online research in Singapore, the United Kingdom and Sweden are compared. The study clarifies the opportunities and limitations in using this type of market research in an international context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Online qualitative market research interviewing the world at a fingertip

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/13522750210697596
Publisher site
See Article on Publisher Site

Abstract

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of online research organised from one country The results of facetoface research and online research in Singapore, the United Kingdom and Sweden are compared. The study clarifies the opportunities and limitations in using this type of market research in an international context.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 1, 2002

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