Abstract:

The demarcation between what is currently regarded as qualitative or quantitative research has been blurring for some time now. So-called ‘non-traditional’ methods of research are on the rise. Two apparently opposing undercurrents dominate current developments, or so it would seem. On one hand, researchers are aiming for more proximity with the consumer by closely observing actual behaviour in the home and in-store. On the other hand, there is also a tendency to move away from physical contact with the consumer and this is leading to the growing use of remote research. However, a more pragmatic attitude has slowly become more accepted in the world of research with the view that it is possible to obtain sound evidence through different methods. Furthermore, the essential feature of research is and remains the number, the N: the definition of the random sample size. An acceptable number of perceptions is a prime condition for good quality interaction and its dissemination through the interviewer - or should we call these co-workers something else? Relevance determines what is reasonable. What remains certain is that reports cannot go only in the direction of statements based on N=i or the projection of primarily the researcher’s prejudice. The objective is deep consumer understanding, not the expression of one’s own opinion.