The Vitality of Qualitative Research in the Era of Blogs and Tweeting: An Anatomy of Contemporary Research Methods

Alan Branthwaite, Simon Patterson

A discussion on the contemporary debate about alternative research methods - which has centred largely on a choice between Qualitative and Quantitative Research.

The Vitality of Qualitative Research in the Era of Blogs and Tweeting: An Anatomy of Contemporary Research Methods

Alan Branthwaite, Simon Patterson

INTRODUCTION

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...

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