Qualitative data


This paper is concerned with applications rather than techniques per se. That is, with the results of using some of the techniques Sampson described, in several different product category and service fields. Our emphasis is on ‘added value’ - the belief that additional information and insights are gained from the application of the techniques used, the insights they provide and a belief in the need to operate within an integrated framework for qualitative research, which we have called ‘BASICS’.

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