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How to get quality qualitative research

Date of publication: January 1, 1994

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Company: Unilever

Author: Tom O'Dwyer

Abstract:

This paper is an abridged and slightly updated version of a paper that I gave in Rome in 1993. It is a critical account of our experience of qualitative research in the developing countries of the world, especially in the Middle East, which has led us to draw up a set of guidelines for Qualitative Research. It is put forward that the general quality of qualitative research in these countries is poor. Various problems are detailed and the guidelines, which are intended to overcome these problems, are presented and explained.

Tom O'Dwyer

Author

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Citation

O'Dwyer, T. (1994a, January 01). How to get quality qualitative research. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/how-to-get-quality-qualitative-research