Mapping the Unarticulated Potential of Qualitative Research: Stepping out from the Shadow of Quantitative Studies

This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years.

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

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Cheryl Stallworth Hopper

Firefly Millward Brown


The 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...

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