In this article we address the issue of applying operant psychology to derive plausible and useful interpretations of complex firm behavior in natural settings. The objective is to discuss an appropriate methodology based on case study design, developed specifically in Vella and Foxall (2011), to produce an operant interpretation of secondary…

This article offers a theoretical model of online, graduate student information seeking behavior. The qualitative methodology used to gather data for the development of the model included an electronic survey and semi-structured interviews conducted online using Adobe Connect Pro[TM]. Participating in the study were 238 graduate students enrolled…

Over the past few years, the focus group method has assumed a very important role as a method for collecting qualitative data in social and behavioural science research. This article elucidates theoretical and practical problems and prospects associated with the use of focus groups as a qualitative research method in social and behavioural science…