Luke Skywalker and Master Yoda: How online methodologies may benefit from a partnership with offline methodologies

Since qualitative online market research methods are still relatively young, this paper argues for combining them with offline methods in order to maximise their potential and minimise their shortcomings.

Luke Skywalker and Master Yoda: How online methodologies may benefit from a partnership with offline methodologies

Patricia Blau and Eva von RennenkampffGIM, Germany

Introduction: Qualitative online research still has to find its identity

Qualitative online methodologies are – metaphorically speaking – in their late teenage years. The psychologist Erik Erikson (1959) has defined the main developmental tasks of a teenager as finding one's identity and place in society. Similar to a teen, qualitative online research faces the challenge of finding its place in society – in this case its place within research. As is quite common with...

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