Abstract:
The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond simple cognitive exploration, and using a 'psychoscopic' approach to collect cognitive, or emotional material. The questions of interpretation and validity are addressed. The second part presents four case histories, covering a range of different problems and product fields, and seeks to demonstrate how a greater detail and richness of data was achieved using the approaches described in part one.
Research Papers
Qualitative research in Europe
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1985
Research Papers
Qualitative research in Europe
Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Sampson
 
January 1, 1987
Research Papers
Qualitative research in theory and practice
Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Peter Sampson
 
January 1, 1998
