search query: @author Cragg, A. / total: 4
reference: 3 / 4
| Author: | Warren, M. Cragg, A. |
| Title: | Qualitative research: Product and policy |
| Journal: | Marketing and Research Today
1991 : FEBR, VOL. 19, p.43-50 |
| Index terms: | MARKET RESEARCH MARKETING MANAGEMENT CONSULTANTS |
| Language: | eng |
| Abstract: | It is examined why the balance between research and consultancy in qualitative research is inadequately acknowledged. Both suppliers and buyers seem to be happier to treat the qualitative product as research rather than as a hybrid. If the so-called hybrid nature of qualitative research were more openly acknowledged, this might lead to a growth in research-based consultancies at the expense of research companies expecting to work only on ad-hoc project basis. |
SCIMA