The Rashoman Effect: Exploring the meaning of qualitative research analysis

This study looks at particular issues facing qualitative research in the commercial sector, using a project on the attitudes of BC1 British men, aged 25 to 45, to their portrayal in advertising as illustration of methodological questions about qualitative work.

The Rashoman Effect: Exploring the meaning of qualitative research analysis

Peter TottmanJigsaw Research

1. THE AIM OF THE PAPER

This paper seeks to reignite the long dormant debate about the nature and meaning of qualitative analysis and (therefore) the role and value of qualitative research itself. It is stressed that the aim of the paper is to reignite debate and raise some tentative hypotheses for further exploration not answer these questions. The paper is focused on an exploration of the commercial qualitative sector but draws upon the academic sector in a modest way as means of comparison and stimulus....

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