Response to Viewpoint - ‘The faddish breakouts of ethnography’

The market research industry is full of `fads’, ideas that have disappeared because they did not work very well.

Response to Viewpoint – 'The faddish breakouts of ethnography'

Humphrey TaylorHarris Poll at Harris Interactive

I was delighted by Clive Boddy's View-point IJMR, 51, 1, for two reasons:

  1. The history of Mass Observation, which started doing what I think we would now call ethnography in the 1930s but slowly changed into a survey research firm because of the limitations of ethnographic methods (by the 1960s Mass Observation was a successful research firm that did very little or no ethnographic research).

  2. The history of our industry is replete with fads – my guess is that 80% of all...

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