Ritzer's McDonaldization and applied qualitative marketing research

Abstract

PurposeThe purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, and control.Design/methodology/approachThe factors influencing choice of qualitative method in practice are examined drawing on the literature, the authors' observations based on experience (a team of practitioners) and a qualitative research study, using a mix of interviews and a workshop with those who co‐ordinate international research or who are subject to the co‐ordination.FindingsThe research suggests McDonaldization or “factory farming” may be a reality in some quarters in the qualitative marketing research industry and examples of how the four pillars of McDonaldization bear on the industry are examined.Research limitations/implicationsThere is a need to determine and monitor the extent of the McDonaldization phenomenon and at the same time explore across different cultures two key interfaces that can be adversely affected by McDonaldization, namely the respondent‐researcher interface and the researcher‐researcher interface when the researchers come from different cultures.Practical implicationsManagement may now reflect on whether their practices increase or decrease the likelihood of gleaning qualitative insights and the case for considering developing a more eclectic research philosophy.Originality/valueThis paper provides a new framework for evaluating applied qualitative marketing research.