Carry on round the 'U' bend

Date of publication: January 1, 1998

Abstract:

The premise of this paper is that the use of a single qualitative research methodology - especially one which searches for understanding and insights away from the context in which behaviour is taking place - can result in misleading recommendations and is therefore professionally irresponsible. The paper will argue that the nature of the window through which human behaviour can be interpreted differs depending on which methodology is used.

Wendy Gordon

Author

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Richard Pike

Author

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Do u no wuzzup?

Catalogue: ESOMAR Net Effects 5 2002

Author: Barbie Clarke

 

February 3, 2002

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