The qualitative story: from chronicle to legend

Candice Blumenthal

The alignment of qualitative research with storytelling is at first glance surprising, given the contrasting perception of research as serious, systematic and fact based, and storytelling as light-hearted, enjoyable fantasy.

The qualitative story: from chronicle to legend

Candice BlumenthalResearch International Qualitatif, South Africa

INTRODUCTION

What is Storytelling and how can it be Applied to A Market Research Context?

The very notion of storytelling having any application...

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