Brief encounters: How qualitative research is able to meet the need for efficiency paradigm

Michael Dorsch, Fernando Akira Yagi, Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues

This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques.

Brief encounters: How qualitative research is able to meet the need for efficiency paradigm

Michael Dorsch, Fernando Akira Yagi, Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues

Introduction

Faster, stronger, higher – the Olympic motto translated into market research language would need to be: faster, cheaper, smarter. Market researchers today are often challenged by the demand for efficiency with regard to timing and costs. From experience, this proves to be true for market researchers in institutes, as well as in companies. Both are confronted with the requirement to deliver information and insights quickly and effortlessly, but still at...

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