College of Business: University of Illinois at Urbana-Champaign

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Qualitative Marketing Research

Lowrey, T., Otnes, C. , McGrath, M. 2005. Shopping with Consumers: Reflections and Innovations. Qualitative Marketing Research

Wansink, B. 2003. Using Laddering to Understand and Leverage a Brand's Equity. Qualitative Marketing Research, 6: 111-118

UIUC College of Business