Zam Zama. Understanding Qualitative Research from the Respondent's Perspective

Gail MacKenzie

We typically assume that sampling of 'virgin' respondents is the ideal method to ensure valid qualitative results.

 

Zama Zama

Understanding Qualitative Research from the Respondent's Perspective

Gail Mackenzie

INTRODUCTION

If respondents are unfamiliar with market research and inexperienced in consumerism, is it optimum to follow the traditional sampling conventions? Do respondents alien to the process get a fair chance to understand the situation before being asked to provide insight? If they understood our requirements better, would it improve the content of our learning?

The above questions prompted an experimental research programme undertaken by Research International and Lever Ponds amongst South African respondents of Living Standards 5 and 6.

A vehicle for experimentation was required. This had...

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