Academics, practitioners and qualitative market research
Abstract
During the 1980s, market research practitioners and academic marketing researchers witnessed a growing interest in qualitative research. A review of the practitioner and academic literature on qualitative market(ing) research reveals the commonalities and the differences in the ways each group represents, thinks about and practices qualitative research. Areas where both groups might benefit from sharing ideas and information and from closer links generally are discussed.
Keywords
Citation
Catterall, M. (1998), "Academics, practitioners and qualitative market research", Qualitative Market Research, Vol. 1 No. 2, pp. 69-76. https://doi.org/10.1108/13522759810214244
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited