The origin and success of qualitative research

Qualitative research has at last achieved full respectability in the academic sphere, and the success of commercial qualitative market research is demonstrably substantial.

The origin and success of qualitative research

Lawrence F. Bailey

Lawrence F Bailey And Associates

Introduction

Qualitative market researchers reading the spring 2013 edition of the QMiP1 Bulletinwould probably have been astonished to discover that the American Psychological Association (APA) had recently conferred legitimacy upon the Society for Qualitative Inquiry in Psychology (SQIP). That august professional organisation has granted SQIP official status as part of an APA Division (Gergen 2013). The amazement would not have been because the APA had seen fit to recognise a form of research so blatantly devoid of statistics, however, but would...

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