Fads in market research: a reality or just a distortion of remembered history due to telescoping and salience effects? - A reply to Humphrey Taylor

This article responds to Humphrey Taylor’s suggestion (89298) that a history of market research fads should be written.

Fads in market research: a reality or just a distortion of remembered history due to telescoping and salience effects? – A reply to Humphrey Taylor

Clive BoddyMarketing Research at Lincoln University and Marketing Middlesex University

In relation to your kind comments, Humphrey, on my Viewpoint paper on ethnography being a faddish research product, thank you for those and also for contributing your point about the firm of Mass Observation turning into a survey research firm because of the limitations it faced in just using ethnographic methods to solve research problems. It is a good point that I wasn't aware...

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