Abstract:
The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category classification of qualitative research. It argues that description and diagnosis apply to both qualitative and quantitative research; but to tactical and strategic approaches respectively. These should be determined by the objectives of research. It demonstrates that via interaction, integration and linkage it is possible to go from description and measurement of behaviour to achieving insight and the ability to provide actionable information.
Research Papers
Getting the basics right
Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1986
Research Papers
People are people the world over
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1992
Research Papers
Qualitative research in theory and practice
Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Peter Sampson
 
January 1, 1998
