Everything is True, But In a Different Sense: A New Perspective on Qualitative Research

Discusses qualitative research in the context of social anthropology. Consumer behaviour in respect of shopping and brands can be understood in terms of `fundamental social satisfaction' as well as fulfilling individual needs.
  

Everything is True, but in a Different Sense: a New Perspective on Qualitative Research

Leslie F. Collins Independent Consumer Research

I was in Nigeria doing qualitative research when the Americans first put a man on the moon.

I was doing work for Guinness at the time, and that evening happened to be walking along one of those unmade Nigerian roads with a young Nigerian man who was a Guinness sales rep and who was acting as my guide around drinking places, and the like. We had looked up at...

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