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Research papers

New qualitative studies

The fundamental aim of qualitative research is to understand the relevant aspects and isolate them from circumstantial factors; this is why its purpose has been radically modified. From now on, the aim is to provide the client with information on...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Pascal Fleury
January 1, 1998
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Citation

Fleury, P. (1998a, January 01). New qualitative studies. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/new-qualitative-studies


Research papers

The debate continues but the emphasis is more about 'quality'

The Monograph will try to explain what is meant by 'quality' and how it may be achieved and improved upon. Its contributors argue that to achieve real quality requires discipline - in the design, execution, analysis, interpretation and presentation...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Peter Sampson
January 1, 1998
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Citation

Sampson, P. (1998a, January 01). The debate continues but the emphasis is more about 'quality'. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/the-debate-continues-but-the-emphasis-is-more-about-quality-


Research papers

Carry on round the 'U' bend

The premise of this paper is that the use of a single qualitative research methodology - especially one which searches for understanding and insights away from the context in which behaviour is taking place - can result in misleading recommendations...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Authors: Wendy Gordon, Richard Pike
January 1, 1998
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Citation

Gordon and Pike (1998a, January 01). Carry on round the 'U' bend. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/carry-on-round-the-u-bend


Research papers

Qualitative research in theory and practice

This paper has two parts. The first deals with the theory of qualitative research and is based upon an earlier paper in the 1987 Monograph on Qualitative Research published by ESOMAR. The second part is based on two further papers, one in the same...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Peter Sampson
January 1, 1998
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Citation

Sampson, P. (1998a, January 01). Qualitative research in theory and practice. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/qualitative-research-in-theory-and-practice


Research papers

A qualitative futurescape

The theme of this paper is that qualitative research, as it travels through the world exploring new terrain, is now in serious danger of falling into a foul smelling swamp and remaining stuck there. There are, however, challenging peaks to climb...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Wendy Gordon
January 1, 1998
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Citation

Gordon, W. (1998a, January 01). A qualitative futurescape. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/a-qualitative-futurescape


Research papers

The 7 mortal sins in qualitative research

This paper aims to illuminate and investigate the discrepancy between the excellent knowledge of good qualitative research and the practice of applied qualitative research.

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Udo Reuter
January 1, 1998
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Citation

Reuter, U. (1998a, January 01). The 7 mortal sins in qualitative research. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/the-7-mortal-sins-in-qualitative-research


Research papers

Ethnography as a market research tool

This paper is devoted to issues related to the planning and implementing of market research studies with the use of ethnographic and observational approaches. This paper addresses these issues according to a consistent set of principles developed...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Hy Mariampolski
January 1, 1998
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Citation

Mariampolski, H. (1998a, January 01). Ethnography as a market research tool . ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/ethnography-as-a-market-research-tool-


Research papers

Cross cultural qualitative research

There is a good deal of misunderstanding about how qualitative researchers work with participants and how participants react in qualitative studies in Asian countries and especially in Japan. In fact, when we do cross-cultural qualitative research in...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Kazuko Ohye
January 1, 1998
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Citation

Ohye, K. (1998a, January 01). Cross cultural qualitative research. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/cross-cultural-qualitative-research