Fads in market research: a reality or just a distortion of remembered history due to telescoping and salience effects? – A reply to Humphrey Taylor
Clive BoddyMarketing Research at Lincoln University and Marketing Middlesex University
In relation to your kind comments, Humphrey, on my Viewpoint paper on ethnography being a faddish research product, thank you for those and also for contributing your point about the firm of Mass Observation turning into a survey research firm because of the limitations it faced in just using ethnographic methods to solve research problems. It is a good point that I wasn't aware...