The Electronic Journal of Business Research Methods provides perspectives on topics relevant to research in the field of business and management
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Journal Issue
Volume 8 Issue 2, ECRM Special Issue Part 1 / Dec 2010  pp63‑162

Editor: Ann Brown, David Douglas, Marian Carcary, Jose Esteves

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A Grounded Case of Enterprise Acquisition  pp63‑72

David Douglas

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Contextual Sensitivity in Grounded Theory: The Role of Pilot Studies  pp73‑84

Miguel Baptista Nunes et al

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Looking for Clues about Quality: A Multilevel Mixed Design on Quality Management in Greek Universities  pp85‑94

Antigoni Papadimitriou

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The Application of Mixed Methods in Organisational Research: A Literature Review  pp95‑105

Jose Molina Azorin, Roslyn Cameron

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Subtextual Phenomenology: A Methodology for Valid, First‑Person Research  pp106‑118

Jocene Vallack

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Using Focus Groups in Studies of ISD Team Behaviour  pp119‑131

Colm O’hEocha, Kieran Conboy, Xiaofeng Wang

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Identification and Motivation of Participants for Luxury Consumer Surveys  pp132‑145

Klaus Heine

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Abstract

Luxury consumer behaviour is still a relatively new area of research, one that relies largely on paid surveys and especially on student samples. However, it is questionable whether moderately paid surveys really can attract wealthy heirs or busy managers or if students can imagine themselves in the role of experienced luxury consumers. In addition, many researchers hesitate to target luxury consumers. One reason is the ongoing discussion in the literature as to what constitutes a luxury consumer and as to how luxury consumers can be distinguished from non‑luxury consumers and ultimately, how to identify them for empirical studies. What is more, this particular target group is notoriously hard to access and difficult to persuade to participate in any survey. Despite these problems, no article could be found in the literature, which addressed either the identification or the motivation of respondents for luxury consumer surveys (LCS). Therefore, the objective of this paper is to categorize and to discuss the means of identification and motivation of participants for LCS. Based on a literature analysis of existing LCS, the paper presents a categorization of the major research objectives, target groups, and identification methods for LCS. Subsequently, it provides an overview of common methods of participant motivation and discusses their suitability for LCS, which suggests thinking about some non‑monetary incentives that could convince luxury consumers to participate in a survey in their own interest. As this idea coincides with the notion of viral marketing, it seems promising to adapt this concept for viral participant acquisition (VPA). Consequently, the paper presents a case study detailing the implement‑ation of VPA on a recent LCS and concludes with the lessons learned. 

 

Keywords: luxury products, luxury brands, luxury consumers, survey participant acquisition, survey response, viral marketing

 

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Seizing the Opportunity: Using Availability Samples in Policy Programs for Creating Relevance in Broader Contexts  pp146‑155

Lien Beck et al

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Taking Stock of Research methods in Strategy as practice  pp156‑162

Ramya T Venkateswaran, Ganesh N Prabhu

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