Global Qualitative Research: The McDonaldization of Consumer Insight?
Clive Nancarrow, Andy Barker, Claire Salkeld and Jason Vir
The process and output of international qualitative marketing research is examined using the four pillars of Ritzer’s McDonaldization thesis: efficiency, calculability, predictability and control.
Global
Qualitative Research:
The McDonaldization of Consumer Insight?
Jason Vir, Claire Salkeld, and Andy
Barker,
NFO MBL
andClive Nancarrow,
Bristol Business School, UWE
THE THESIS
Factory farming?
Some qualitative researchers have been
accused of factory farming....
