'Bricolage': qualitative market research redefined

The authors describe the term 'bricolage' as diversity, pragmatism and creativity in method and interpretation of qualitative research.

'Bricolage': Qualitative Market Research Redefined

Gill EreautandMike Imms

The term 'bricolage' has been used to describe diversity, pragmatism and creativity in method and interpretation in qualitative market research (1,2). We will use and...