A qualitative futurescape

Date of publication: January 1, 1998

Author: Wendy Gordon


The theme of this paper is that qualitative research, as it travels through the world exploring new terrain, is now in serious danger of falling into a foul smelling swamp and remaining stuck there. There are, however, challenging peaks to climb which give a different perspective of the way forward - a direction that is exciting and inspirational to all who wish to follow it. The second section of this paper discusses some of the other factors that have undermined the effectiveness of qualitative research in the marketing context of the 90's.

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