This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment. At the same time it raises questions of how the global culture of qualitative research is responding. In this undertaking, the extent of qualitative specialism in the research offer around the world is explored, and the possible outcomes when qualitative research is conducted according to the reflexes and standards of quantitative research are discussed. The author urges a wider debate around the world as to what constitutes good quality qualitative research.
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