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.
This could also be of interest:
Research Papers
Keep Calm and Carry On
Catalogue: Future-Proofing and Foresight
Authors: Arlene Galvez, Colleen Ryan
Companies: Skills Consulting Group, The Research Agency
April 14, 2022
Research Papers
Round-table discussion
Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Authors: Alfred P. Cohen, Coen C. J. de Koning, David Monieson, Erich Werner
 
March 1, 1975
