Although ‘fragments’ of qualitative research can be identified from the beginning of the 20th century, and possibly earlier (see, e .g ., Keegan 2006; Balzer 2011), we now know that the complete ‘package’ of component parts forming what we recognise today was being assembled in the period 1925–
1934 . By 1945, Lazarsfeld had given the world (including Ernest Dichter) a new perspective – motivational research; had advocated the methods of depth interviewing; had (with Merton) suggested group discussion methods; had advised the use of expert practitioners; had stressed the importance of interpretation, and shown how ideas from psychology could be used to provide an interpretative model; had identified the importance of ‘why?’ questions; and had shown how this kind of research could be offered through an agency context . He had also given Ernest Dichter training in research methods, and found him a job in market research .
The clearest conclusion would seem to be that we should at last give full recognition to the true ‘father of qualitative research’, the psychologist, Paul Felix Lazarsfeld .
Although ‘fragments’ of qualitative research can be identified from the beginning of the 20th century, and possibly earlier (see, e .g ., Keegan 2006; Balzer 2011), we now know that the complete ‘package’ of component parts forming what we recognise today was being assembled in the period 1925–
1934 . By 1945, Lazarsfeld had given the world (including Ernest Dichter) a new perspective – motivational research; had advocated the methods of depth interviewing; had (with Merton) suggested group discussion methods; had advised the use of expert practitioners; had stressed the importance of interpretation, and shown how ideas from psychology could be used to provide an interpretative model; had identified the importance of ‘why?’ questions; and had shown how this kind of research could be offered through an agency context . He had also given Ernest Dichter training in research methods, and found him a job in market research .
The clearest conclusion would seem to be that we should at last give full recognition to the true ‘father of qualitative research’, the psychologist, Paul Felix Lazarsfeld .
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