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New Frontiers of Observational Techniques in Qualitative Marketing Research

Special issue call for papers from Qualitative Market Research

Guest Editor: Melvin Prince, Southern Connecticut State University

Radical innovations in technology and global business are provoking increased diversity and complexity in marketing research today. To meet these challenges this special issue on 'New Frontiers of Observational Techniques' will focus on:

• Emerging forms of data such as physiometric measures, observational approaches that include photography and videography and monitored digital conversations that produce almost instantaneous research data.
• New ways of gathering and using data such as from social networks, via mobile telephones, on web 2.0 sites.

Topics that would be appropriate for this special issue include, but are not limited to:

Personal observation
observing products in use to detect usage patterns and problems
observing license plates in store parking lots
determining the socio-economic status of shoppers
determining the level of package scrutiny
determining the time it takes to make a purchase decision

Mechanical observation
eye-tracking analysis while subjects watch advertisements
oculometers - what the subject is looking at
pupilometers - how interested is the viewer
electronic checkout scanners - records purchase behaviour
on-site cameras in stores
Nielsen Box for tracking television station watching
voice pitch meters - measures emotional reactions
psychogalvanometer - measures galvanic skin response

retail audits to determine the quality of service in stores
inventory audits to determine product acceptance
shelf space audits

Trace Analysis
credit card records
computer cookie records
garbology-looking for traces of purchase patterns in garbage
detecting store traffic patterns by observing the wear in the floor (long term) or the dirt on the floor (short term)
exposure to advertisements

Content analysis
observe the content of magazines, television broadcasts, radio broadcasts, or newspapers, either articles, programs, or advertisements

Manuscripts are solicited for papers in this new special issue of QMRIJ that address these emerging pragmatic developments in the qualitative sector of the marketing research discipline. Authors may submit presentations of new areas of observation, new qualitative data collection or analytic methodologies, or innovative ways of efficiently and accurately executing traditional qualitative marketing research studies. Real world case materials and illustrations are essential.

Submission Information

Full papers submitted should not be more than 30 pages including all tables and figures. Paper preparation should follow the Harvard referencing system and the journal can be found on the Emerald website at  
The Notes for Contributors (guidelines) in preparing their manuscripts are found on

Please submit full papers by October 31, 2010 via e-mail directly to Professor Melvin Prince.
E-Mail: [email protected]

Professor Melvin Prince
Marketing Department
Southern Connecticut State University
501 Crescent Street
New Haven, Connecticut 06051