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| Author: | Wells, S. |
| Title: | Wet towels and whetted appetites or a wet blanket? The role of analysis in qualitative research |
| Journal: | Journal of the Market Research Society
1991 : JAN, VOL. 33:1, p. 39-44 |
| Index terms: | RESEARCH SCIENTIFIC METHODS PLANNING FIELD RESEARCH CLIENTS GROUPS |
| Language: | eng |
| Abstract: | In the author's opinion qualitative research is conceived as living and evolving, a source of insights and ideas, not a science; a crucial role of it is to create the right environment in which ideas can arise; the role of the researcher is both to dig deep and to connect; it is best driven by the continuous development and rejection of hypotheses. Careful pre-planning and preparation of field work is considered crucial. Making brief notes after each group discussion or interview is recommended. The real slog begins after field work; the author's procedure is described. Client involvement in analysis and interpretation is suggested. |
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