Lee, Nick and Broderick, Amanda J. (2007) The past, present and future of observational research in marketing. Qualitative Market Research : An International Journal, 10 (2). pp. 121-129. doi:10.1108/13522750710740790 ISSN 1352-2752.

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Abstract

Purpose:
– To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future.

Design/methodology/approach:
– A historical review of the development of observational methods, beginning with philosophical foundations, is provided. Key philosophical debates are summarized, and trends in observational methods are described and analyzed, with particular reference to the impact of technology. Following this, the contributions to the special issue are summarized and brought together.

Findings:
– Observational research in marketing is more than the well‐known method of “participant‐observation.” In fact, technology has the potential to revolutionize observational research, and move it beyond a solely “qualitative” method. The internet, video, scanner‐tracking, and neuroimaging methods are all likely to have a big impact on the development of traditional and innovative observation methods in the future. The articles in the special issue provide a good overview of these developments.

Research limitations/implications:
– The views of the authors may differ from those of others.

Practical implications:
– Observation is a far more wide‐ranging strategy than many perceive. There is a need for more expertise in all types of observational methodologies within marketing research schools and departments, in order to take account of the vast opportunities which are currently emerging.

Originality/value:
– Provides an original perspective on observational methods, and serves as a useful overview of trends and developments in the field.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Qualitative Market Research : An International Journal
Publisher:	Emerald Group Publishing Limited
ISSN:	1352-2752
Official Date:	2007
Dates:	Date Event 2007 Published
Volume:	10
Number:	2
Page Range:	pp. 121-129
DOI:	10.1108/13522750710740790
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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