The vitality of qualitative research in the era of blogs and tweeting

Date of publication: November 18, 2010


The research landscape has never been richer in techniques and technology, nor has there been such a bewildering choice of methods in the history of Consumer Research. For most of the past 50 years or so, the debate about alternative methods has centred largely on a choice between Qualitative Research (with its Focus Groups, Individual interviews, Co-creation sessions) and Quantitative surveys (and their sophisticated, multivariate or regression techniques for analysing data). This sometimes gave rise to fierce debates about their legitimacy, validity, depth and their respective pros and cons (Eg: Cooper- Branthwaite, 1977, Cooper- Patterson, 2008).

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