Gaining Insight on Business and Organisational Behaviour: the Qualitative Dimension
Neil McPhee, MSS Marketing Research Ltd
IN THE BEGINNING
Market research in the early period, between the mid-1960s and the end of the 1970s, was essentially characterised by a strong emphasis on quantitative research approaches. This is not to under-represent the contribution made by the pioneers of qualitative research in setting the basis for the qualitative research sector, but is simply a reflection of the nature of the originators of the research establishment and their backgrounds. Qualitative research during these early times was often referred to...