Qualitative media research in the market-place
Abstract:
The purpose of this paper is to discuss the position of qualitative media data in relation to the interests and orientations of the various parties potentially concerned in its generation and use. It is argued that these orientations have resulted in limited use of the qualitative data that has been available, in generation of data that may in fact diminish the media they are meant to help, or data that is just irrelevant.
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