University of Hertfordshire

From the same journal

  • Jonathan Boote
  • Ann Mathews
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Original languageEnglish
Number of pages6
Pages (from-to)15-21
JournalQualitative Market Research: An International Journal
Journal publication date1999
Publication statusPublished - 1999


Observation does not often appear as a research methodology in the marketing literature: this may be because it is sometimes hard to quantify the outcomes of observational research at the outset, or because it is considered time‐consuming, or sometimes, as Lincoln and Guba (1985) suggest, it may be difficult to generalise the findings. Nevertheless, observation may be the only method to obtain data on consumers’ behaviour in certain situations, and in others it may prove to be highly appropriate (see, for example, Foxall, 1996; Grove and Fisk, 1992; Hirschman, 1986). By means of a case study, this paper discusses the appropriateness of observational methods for marketing research

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