Abstract:
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).
This could also be of interest:
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Catalogue: Seminar 1986: Qualitative Methods Of Research
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The future of qualitative research
Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Peter Cooper, Simon Patterson
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The role of research in Japan's post-bubble era
Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: David McCallum, Paul H. Hasegawa
 
June 15, 1995
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