The Rashoman Effect: Exploring the meaning of qualitative research analysis

This study looks at particular issues facing qualitative research in the commercial sector, using a project on the attitudes of BC1 British men, aged 25 to 45, to their portrayal in advertising as illustration of methodological questions about qualitative work.

The Rashoman Effect: Exploring the meaning of qualitative research analysis

Peter TottmanJigsaw Research


This paper seeks to reignite the long dormant debate about the nature and meaning of qualitative analysis and (therefore) the...

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