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This research sought to determine if there existed a common set of courses amongst undergraduate leadership degree programs, provide guidance for new program development and program revision, promote discussion about future leadership curriculum development and provide a starting point for developing common leadership curriculum expectations nationally.

Content analysis was performed.

Program course similarities appear to represent the organic development of unofficial common core requirements within undergraduate leadership programs. Further, there appeared to be no significant trend as to which academic department leadership programs were placed.

This study identifies commonly occurring classes in traditional leadership degrees, offering insights for the development of new programs and assessment of current leadership degrees.

To bring to the fore, the importance of observational methods in research in marketing.

A synthesis and reflective comments based on experience of the use of qualitative methods.

Research in marketing tends to stick to mainstream, verbal methods (words and numbers) which do not give deep enough access to marketing reality. As the bulk of communication is non‐verbal more use of observation, researcher involvement and direct experience is called for.

Recommended use of more observational methods among researchers in marketing.

Closer access to marketing reality provided by observational methods can offer practitioners better market data and better marketing models and theory and thus an improved base for decisions and action.

Especially, to put demand on academic researchers and market research institutes to offer insights that go beyond mere words and numbers.

To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future.

A historical review of the development of observational methods, beginning with philosophical foundations, is provided. Key philosophical debates are summarized, and trends in observational methods are described and analyzed, with particular reference to the impact of technology. Following this, the contributions to the special issue are summarized and brought together.

Observational research in marketing is more than the well‐known method of “participant‐observation.” In fact, technology has the potential to revolutionize observational research, and move it beyond a solely “qualitative” method. The internet, video, scanner‐tracking, and neuroimaging methods are all likely to have a big impact on the development of traditional and innovative observation methods in the future. The articles in the special issue provide a good overview of these developments.

The views of the authors may differ from those of others.

Observation is a far more wide‐ranging strategy than many perceive. There is a need for more expertise in all types of observational methodologies within marketing research schools and departments, in order to take account of the vast opportunities which are currently emerging.

Provides an original perspective on observational methods, and serves as a useful overview of trends and developments in the field.

The purpose of this paper is to characterize the performance of online food delivery companies in Brazil and to analyze the content of the websites of these companies with a view to its use as a site for conducting business transactions.

This paper used a qualitative and exploratory approach through the collection and analysis of data from a sample of 30 companies operating in the online delivery sector in Brazil. Reviews of their websites have also been conducted through parameters involving aspects of content, usability and functionality.

The Brazilian main platforms received large foreign investment, growing with the acquisition of companies, making them market leaders. There was a greater presence of these companies on social networks, publicizing and interacting with their customers, increasing business visibility and attracting new prospects. The results of the sites analysis showed that the dimension “content” was the one with the highest incidence of attendance, followed by the dimension “functionality” and then the dimension “usability.” The downside was the access security parameter since only 54 percent of websites showed the use of encryption capabilities and secure site.

The online delivery service is growing rapidly, bringing together innovation and convenience to their customers, coupled with ease of access to mobile phones and internet, that contributed toward the emergence of a large number of platforms that offer this service in Brazil; despite being a relatively new service, its growth was accompanied by a strong sector consolidation process and by the creation of large groups supported by international capital.