Zama Zama
Understanding Qualitative Research from the Respondent's Perspective
Gail Mackenzie
INTRODUCTION
If respondents are unfamiliar with market research and inexperienced in consumerism, is it optimum to follow the traditional sampling conventions? Do respondents alien to the process get a fair chance to understand the situation before being asked to provide insight? If they understood our requirements better, would it improve the content of our learning?
The above questions prompted an experimental research programme undertaken by Research International and Lever Ponds amongst South African respondents of Living Standards 5 and 6.
A vehicle for experimentation was required. This had...