The Vitality of Qualitative Research in the Era of Blogs and Tweeting: An Anatomy of Contemporary Research Methods
Alan Branthwaite, Simon Patterson
The research landscape has never been richer in techniques and technology, nor has there been such a bewildering choice of methods in the history of Consumer Research.
For most of the past 50 years or so, the debate about alternative methods has centred largely on a choice between Qualitative Research (with its Focus Groups, Individual interviews, Co-creation sessions) and Quantitative surveys (and their sophisticated, multivariate or regression techniques for analysing data). This sometimes gave rise...