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An investigation of the creative approaches to the standardisation of international qualitative research studies

Date of publication: June 15, 1986

Catalogue: Seminar 1986: Qualitative Methods Of Research

Authors: Colleen Ryan, Shirley Kitchen

Abstract:

The question of standardisation of international qualitative studies has arisen in part due to the direct demands which global marketing and advertising is making on research. Because products and marketing strategies are being standardised, so it is assumed, sometimes misguidedly, that every aspect of an international study must also pass through a rigid process of standardisation leading often to sterilisation.

Colleen Ryan

Author

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Shirley Kitchen

Author

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Ryan and Kitchen (1986a, June 15). An investigation of the creative approaches to the standardisation of international qualitative research studies. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-future-of-qualitative-research