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Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970

Research papers

Do we need techniques while we still have feelings?

In this session, we are concerned to consider the relative merits of qualitative and quantitative work. In theory, I am sure we would all agree that these two forms of work are not by any means mutually exclusive, but are complementary. I certainly...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Leslie Collins
February 1, 1970