Qualitative market researchers reading the spring 2013 edition of the QMiP1 Bulletin would probably have been astonished to discover that the American Psychological Association (APA) had recently conferred legitimacy upon the Society for Qualitative Inquiry in Psychology (SQIP) . That august professional organisation has granted SQIP official status as part of an APA Division (Gergen 2013) . The amazement would not have been because the APA had seen fit to recognise a form of research so blatantly devoid of statistics, however, but would have followed the researcher’s internal question, ‘What took them so long?’
Qualitative approaches have been fully accepted in market research for several decades, proving their value in guiding the development of new products and services, in testing the communication of advertising, in exploring the meaning of consumer vocabulary, in gaining understanding of consumer motivation, etc .
Qualitative market researchers reading the spring 2013 edition of the QMiP1 Bulletin would probably have been astonished to discover that the American Psychological Association (APA) had recently conferred legitimacy upon the Society for Qualitative Inquiry in Psychology (SQIP) . That august professional organisation has granted SQIP official status as part of an APA Division (Gergen 2013) . The amazement would not have been because the APA had seen fit to recognise a form of research so blatantly devoid of statistics, however, but would have followed the researcher’s internal question, ‘What took them so long?’
Qualitative approaches have been fully accepted in market research for several decades, proving their value in guiding the development of new products and services, in testing the communication of advertising, in exploring the meaning of consumer vocabulary, in gaining understanding of consumer motivation, etc .
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