The contribution of qualitative research to the presidential campaign of Vicente Fox

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico.

The Contribution Of Qualitative Research To The Presidential Campaign Of Vicente Fox

Guido Lara Senior Partner, REDES Consultores, Mexico. andSoledad Rojas Associate Consultant, REDES Consultores, Mexico.

INTRODUCTION

Many small changes that have taken place...