In search of excellence: the evolution and future of qualitative research
Peter CooperCram International Ltd, United Kingdom
This paper provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psychosocial, political, economic, marketing, and technological changes over the last 60 years. The analysis is supported by key practical applications, seminal articles, and interviews with leading practitioners and major client buyers' expectations for the future.
And of course, it is a celebration of the Jubilee event as a significant 60 year review of...