Research, ethics, morality and quality - the map is not the territory

The early research industry was experimental, experiential and built around key individuals' skills. It is now far too often a 'process' with rules and procedures, resulting in a commoditised context for purchase, use and evaluation.

Research, ethics, morality and quality – the map is not the territory

Neil McPheeNuance Research Ltd, United Kingdom

THE MAP IS NOT THE TERRITORY

This paper will discuss this framework and argue that the changes in the research and marketing worlds...