Qualitative research - the gap between theory and practice

Richard Pike

Argues that qualitative research is not being used as effectively as it should be in advertising planning, and discusses the reasons for this.

Qualitative research - the gap between theory and practice

Richard Pike, The Research Business International, believes that qualitative researchers are not as well-informed as they once were

Richard Pike

As we approach the millennium it is appropriate for qualitative advertising research to take stock.

As a discipline qualitative research has come a long way from the early days of Dichter and the so-called motivational researchers of the 1950s and 1960s. Indeed, if we take the Association of Qualitative Research Practitioners' (AQRP) directory of companies, containing 200 qualitative operations, it can be seen as an industry in its own right....

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