Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 44: Qualitative Research
Qualitative research has been important in marketing research for over 50 years, but it is still unevenly known and understood. Qualitative research is a general term that needs discussion because it is not used consistently. In the marketing trade press, qualitative research is sometimes used to refer only to “focused group interviewing.” John Lofland (1971) uses a broader definition, referring to “field” or “qualitative” research and indicates that its two basic techniques are intensive interviewing and participant observation; but he does not exclude other techniques. The term qualitative naturally implies nonquantitative, as if enumeration and calculation were excluded, but despite this name and occasional controversy about the matter, qualitative research is not opposed to quantitative research and is not conducted without ...