and Key Results 0 Reliability, validity, generalisability and objectivity are fundamental concerns for quantitative researchers. For qualitative research, however, the role of these dimensions is blurred. Some researchers argue that these dimensions are not applicable to qualitative research and a qualitative researcher's tool chest should be geared towards trustworthiness and encompass issues such as credibility, dependability, transferability and confi rmability. 0 This paper advocates the use of formalised and software-based procedures for the analysis and interpretation of qualitative interview data. It is argued that International Business research, with a focus on international datasets, equivalence issues, multiple research environments and multiple researchers, will benefi t from formalisation. The use of software programmes is deemed to help to substantiate the analysis and interpretation of textual interview data.

Purpose-To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach-Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text-data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real-world example using N*Vivo software. Findings-A 14-step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data. Research limitations/implications-The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data. Practical implications-Step-by-step guidance on performing qualitative analysis of textual data and documenting findings. Originality/value-The paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for N*Vivo software and its application.

For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Abstract Purpose -Collaborative consumption, such as car sharing, specifically implicates customer-to-customer interaction, which must be regulated by service providers (companies, peers and self-regulating communities), comprising different challenges for business organizations. While in conventional business relations, consumers are protected from undesirable customer behavior by laws, regulations (power) in the context of collaborative consumption are rare, so that trust becomes more relevant. It is the purpose of the study to investigate possible mechanisms to prevent undesirable customers in collaborative consumption. Design/methodology/approach -In between subject designs, samples of 186 and 328 consumers filled in experimental online questionnaires with vignettes. Analyses were made of differences among car sharing companies, private persons and car sharing communities in terms of the power of providers, trust in providers and trust in other users of the shared goods, undesirable customer behavior and consumer-provider relations. *Related content and download information correct at time of download.Findings -Companies, private persons and self-regulating communities differ in terms of perceived power and trust. Participants specifically perceive mainly coercive power with the car sharing company, but with the private person and the community, reason-based trust in other users is perceived as prevalent. Nevertheless, undesirable customer behavior varies only marginally over the models. Originality/value -The present study is the first to investigate measures to prevent undesirable customer behavior over different collaborative consumption models. This enables appropriate identification of market segments and tailoring of services. The study identifies opportunities for companies in contrast to private persons and self-regulating communities and, in doing so, provides important stimulation for marketing strategy and theory development.

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