Global Qualitative Research: The McDonaldization of Consumer Insight?

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....