Purpose -The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals. Design/methodology/approach -This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals. Findings -It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments. Practical implications -The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work. Originality/value -This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.

Neo-tribes have been defined as including people from different walks of life who come together in fluid groupings, bound by common interests, similar lifestyles, rituals and language. This concept is popular in sociological literature, but has rarely been applied to travellers or tourism literature. This study sought to understand whether neo-tribalism could add insights into our existing knowledge of recreational vehicle (RV) users in Canada. Using a grounded theory approach including focus groups and in-depth interviews, the research found RV users exhibit neo-tribal characteristics which can be characterised as symbolic and behavioural. The behavioural aspects of this neo-tribe are evident in campsites, where rituals such as happy hours exist. Symbolic aspects included fluidity of membership and commitment to the RVing lifestyle. The findings suggest that the neo-tribal concept is a highly useful tool for understanding the motivations, behaviour and needs of travellers and adds new insights into our understanding of the RVing experience.

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