Abstract:

Mr. Drakeford commented in his paper upon a number of possible problems related to qualitative methods , bearing in mind the recent growth of sophisticated analysis techniques relying upon preliminary work of a qualitative nature. Mr. Drakeford mentions in his synopsis of his paper that the constructs obtained from the use of the Kelly Repetory Grid type of interview describe physical rather than psychological differences between products and brands. Mr. Drakeford added that he would like to see some comparison of a number of qualitative techniques in terms of the questionnaire for quantification purposes produced subsequent to each of these techniques, as he was worried that the growth in analysis sophistication might be founded on unstable or incomplete foundations.