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Gender differences and their importance to qualitative research

Date of publication: November 10, 2002

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Neil McPhee

Abstract:

The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or whether there are no significant ways in which their responses and their in-group dynamics differ, and thus there are no implications for research design or execution.

Neil McPhee

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Citation

McPhee, N. (2002a, November 10). Gender differences and their importance to qualitative research. ANA - ESOMAR. Retrieved December 28, 2025, from


https://ana.esomar.org/documents/gender-bias-in-brands-and-business-9205