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The demise of the staid and the mute, evolve or fade away!

Date of publication: November 5, 2003

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Dipen Mehta

Abstract:

Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage?This paper addresses the overall needs regarding reporting, conclusions, and an action standard, i.e. operational use of the qualitative research output; and the use of video clips, graphics and/or audio clips and provides an introspective look at using technology in qualitative research.

Dipen Mehta

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Mehta, D. (2003a, November 05). The demise of the staid and the mute, evolve or fade away!. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/the-evolution-of-marketing-5540