Mapping the Unarticulated Potential of Qualitative Research: Stepping out from the Shadow ofQuantitative Studies
Peter Nuttall, Avi Shankar and Michael B. Beverland
School of Management, University of Bath
Insights from
Cheryl Stallworth Hopper
Firefly Millward Brown
INTRODUCTIONThe advertiser has gradually come to realize that by using this tool alone [statistical methods] he has received only part of the information which he requires… Dichter (1955).
In an attempt to develop more effective advertising in the 1940s, Ernest Dichter introduced motivation research based on qualitative methods to understand consumers’ hidden motives surrounding their purchases. He was critical...