Behavioural economics and qualitative research a marriage made in heaven?
Wendy Gordon
Acacia Avenue Limited
IntroductionThe relationship between academic theory and practice in the social sciences and commercial qualitative research has changed dramatically in the last five years. There used to be a huge and seemingly unbridgeable chasm between the two disciplines. A hefty 700-page textbook, The Handbook of Qualitative Research(Denzin & Lincoln 1994), was completely unknown to practising researchers, and probably still is. It makes no reference at all to commercial qualitative research or indeed any commercial context, and even fails to mention the ‘father’...