Summary
Qualitative research uses quite a different range of techniques to quantitative research and has a very different role, but is no less valuable. It is widely used in all the areas of research described in this book, both to stand in its own right and as a complement to survey research.
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Further Reading
Ute Bradley, ‘Applied Marketing and Social Research’ (as above, op. cit.).
Peter Cooper and Judy Lannon, ‘Humanistic Advertising: A Holistic Perspective’, International Journal of Advertising, no. 2 (1983) pp. 195–213.
Robert Walker, Applied Qualitative Research (Gower, 1985).
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© 1990 Peter F. Hutton
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Hutton, P.F. (1990). Qualitative Research. In: Survey Research for Managers. Palgrave, London. https://doi.org/10.1007/978-1-349-20698-8_11
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DOI: https://doi.org/10.1007/978-1-349-20698-8_11
Publisher Name: Palgrave, London
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