Qualitative research

Date of publication: June 15, 1997

Author: Roger Boyce

Abstract:

This paper shows how ‘scientific’ thinking has wrongly influenced the way qualitative research is sometimes conducted. It argues that qualitative market research is almost entirely an ‘art’. It enumerates a number of techniques and skills that are used by good qualitative market- researchers which are not at all ‘scientific’.

  • PDF
  • This could also be of interest