Behavioural economics and qualitative research - a marriage made in heaven?

Behavioural economics draws on many different academic disciplines from cognitive psychology and social theory through to the newer disciplines of (social) neuroscience, evolutionary anthropology and genetics.

Behavioural economics and qualitative research a marriage made in heaven?

Wendy Gordon

Acacia Avenue Limited


The 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’...

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