The 'new' qualitative research: The how?

Author: ESOMAR B.V.


This comment suggests that good research, conducted by competent researchers, will achieve a considerable degree of agreement. It is not, after all, the intention (or the expectation) of the ‘new’ qualitative researchers to come up with different answers to more conventional qualitative research but, rather, more detailed ones, and answers to different questions rather than different answers to the same questions.

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