The predictive value of qualitative research

Date of publication: June 15, 1986

Company: Ogilvy

Abstract:

The objective of this paper is to illustrate the validity of qualitative research as a predictive tool. The predictive value of qualitative research and its possibilities of anticipating problem-solving is presented here as based on its own foundations. The predictive value of qualitative research stems from the methods used for both data collection and analysis of the information obtained. In this paper, the authors set up a theoretical framework for what they assert. But the actual illustration of this is to be found in the presentation of a case, which describes some of the actions undertaken in order - to introduce a network of automatic cashiers of an important savings bank in Barcelona.

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