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Topic: Business
Number of pages / Number of words: 18 / 4765
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In 1955, Paul Lazarsfeld reviewed the previous two decades of qualitative market research in the USA and drew attention to two trends which he considered detrimental to its future. First, the lack of detailed scrutiny of research methods was blocking progress. He made specific reference to the lack of attention given to qualitative data analysis...


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Second, he argued that expediency was leading to deterioration in the field. The use of “quickies” undertaken for advertising clients would, he warned, lead ultimately to a disappointment with qualitative research. Even though it is now over four decades since he made these observations, Lazarsfeld’s words have a certain resonance for many of today’s practitioners...


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