Francisco José Torres-Ruiz

Analysing the conceptual evolution of qualitative marketing research through science mapping analysis

This article examines the conceptual evolution of qualitative research in the field of marketing from 1956 to 2011, identifying the main themes and applications for which it has been used and the trends for the future. Science mapping analysis was employed, using co-word networks in a longitudinal framework. Science mapping analysis differs from other tools in that it includes the use of bibliometric indicators. The great number of studies published makes it possible to undertake a conceptual analysis of how qualitative marketing research has evolved. To show the conceptual evolution of qualitative marketing research, four study periods were chosen. The results made it possible to identify eight thematic areas that employ qualitative research in the field of marketing: Consumer behaviour, Supply chain management, Dynamic capabilities, Methodology, Media, Business to business marketing, International Marketing and Customer Satisfaction.

Differences between online and face to face focus groups, viewed through two approaches

The increasing prominence of online focus groups in market research and the complexity that the Internet environment adds to the conduct of research with focus groups has led to a certain interest in discovering how this method can be applied effectively and to which situations or purposes it is best suited. Based on an examination of the literature and on an empirical survey of the heads of qualitative research at 112 market research companies in Spain, a basic classification of focus groups is proposed, distinguishing between the European and Anglo-Saxon approaches. Within this frame of reference, a set of factors or dimensions is identified that makes it possible to compare online and face to face groups, assess whether the former can really be considered focus groups which resemble either of the two approaches and, as a result, suggest the most appropriate uses or applications.

Exploring the ‘Organic’ Attribute in the Perception of Iconic Foods The Case of Olive Oil in Spain

One of the strategies that farmers have used to differentiate their products and increase the perceived value in the eye of the consumer has been to sell organic products. Nevertheless, as demand for organic foods has not risen in the same way as for other food products, it is reasonable to suppose that the effectiveness of this strategy is not universal and can vary as a result of other factors. This study explores the impact of the attribute ‘organic’ on typical, culturally strong or iconic products by using focus groups to examine perceptions of olive oil in Spain. The results indicate that the positive connotations of the word ‘organic’ have less effect on the overall appreciation of products that hold richer meanings for consumers (iconic products), as is the case for olive oil in Spain. The results also suggest that the word ‘organic’ has a greater effect (a) the less the product is valued or the less important it is to consumers; (b) the more consumers consider the product and/or its processing to be less complex or sophisticated; and (c) the less cultural richness or identity the product possesses.

In search of a consumer-focused food classification system. An experimental heuristic approach to differentiate degrees of quality

The present paper focuses on the problems that arise in food classification systems (FCSs), especially when the food product type has different levels or grades of quality. Despite the principal function of these systems being to assist the consumer (to inform, clarify and facilitate choice and purchase), they frequently have the opposite effect. Thus, the main aim of the present research involves providing orientations for the design of effective food classification systems. To address this objective, considering the context of food product consumption (related to heuristic processing), we conducted an experimental study with 720 participants. We analysed the usefulness of heuristic elements by a factorial 2 (category length: short and long) × 3 (visual signs: colours, numbers and images) design in relation to recall and recognition activities. The results showed that the elements used to make the classification more effective for consumers vary depending on whether the user seeks to prioritize the recall or the recognition of product categories. Thus, long categories with images significantly improve recognition, and short categories with colours improve recall. A series of recommendations are provided that can help to enhance FCSs and to make them more intuitive and easier to understand for consumers. Implications with regard to theory and practice are discussed.