Qualitative research: Raising the quality

This is an introduction to two articles featuring qualitative research. It takes a critical view of how qualitative research has progressed and concludes that current methodology is in a rut.

Raising The Quality

New thinking in qualitative research

What is wrong with qualitative research? This is not an idle question, since a lot of people seem to be sniping at the discipline, which has been fundamental to many advertisers' and agencies' efforts...