Gaining Insight on Business and Organisational Behaviour: the Qualitative Dimension

Neil McPhee

Discusses qualitative research as applied to business-to-business (B2B) markets. Covers; the context - how business structures have changed and become more complex; how qualitative researchers are co-operating with other information providers, and working more closely with the decision-makers; how various qualitative research tools are being used; new tasks for research (branding, cost reduction, communications, corporate culture, competition); future challenges for researching business markets.
  

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...

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