The role of commercial qualitative research is to help guide client decision making. Its purpose - and the way in which it is evaluated - is primarily determined by its perceived usefulness. Until recently, there has been little focus on the theoretical underpinnings of qualitative practice. This has encouraged the development of conflicting paradigms; an unquestioned positivism sitting alongside interpretivist approaches. Arguably this has caused confusion and has limited the influence of commercial qualitative research at senior levels in organisations. This work sets out to strengthen...
The role of commercial qualitative research is to help guide client decision making. Its purpose - and the way in which it is evaluated - is primarily...
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.
Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose...
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new ...
