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| Author: | Gabriel, C. |
| Title: | The validity of qualitative market research |
| Journal: | Journal of the Market Research Society
1990 : OCT, VOL. 32:4, p. 507-519 |
| Index terms: | MARKET RESEARCH RELIABILITY SCIENCE SCIENTIFIC METHODS QUANTITATIVE TECHNIQUES |
| Language: | eng |
| Abstract: | The debate among marketers and market researchers has often been represented as being between "positivists" and "humanists". Positivism and humanism is defined, positivist (quantitative) and humanist (qualitative) methods and their validity are discussed. It is concluded, that the validity of all of our findings, achieved quantitatively or qualitatively depends ultimately on similar processes; the use of our shared critical judgement in the defence of validity is common to positivist and humanist research. Science, construed as rhetoric, is the business of debate and persuasion with frequent appeals to empirical results. |
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