The Shock of the New: The Technological Revolution in Qualitative Marketing Research

Andy Barker and Clive Nancarrow

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research.

The Shock of the New: The Technological Revolution in Qualitative Marketing Research

Andy BarkerBJM Research & Consultancy Ltd., U.K. andClive NancarrowC + PJ Nancarrow, U.K.

DEFINING INNOVATION AND ITS IMPORTANCE

Defining innovation

It is interesting that many papers on innovation do not define the term. The Longman Dictionary (1984) quite simply states, as its first definition of innovation, 'the introduction of something new'. This suggests both idea generation and its application. In a business context, Johnson (1976) defines innovation as 'a complex series of activities ... where the original idea is conceived, proceeding through a succession...

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