Observations on Observation in India's Dynamic Urban Markets


  • Nikhilesh Dholakia University of Rhode Island
  • Piyush Kumar Sinha Indian Institute of Management




observation, retailing, India, shopping, consumer behavior


Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context. URN: urn:nbn:de:0114-fqs0501131


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Author Biographies

Nikhilesh Dholakia, University of Rhode Island

Nikhilesh DHOLAKIA is Professor in the Marketing, E-Commerce, and Management Information Systems areas in the College of Business Administration at the University of Rhode Island. His research deals with problems at the intersection of technology, globalization, and consumer culture.

Piyush Kumar Sinha, Indian Institute of Management

Piyush Kumar SINHA is Associate Professor in Marketing at the Indian Institute of Management, Ahmedabad, India. His research covers retailing, consumer behavior and media.




How to Cite

Dholakia, N., & Sinha, P. K. (2005). Observations on Observation in India’s Dynamic Urban Markets. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 6(1). https://doi.org/10.17169/fqs-6.1.519