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Abstract

During the 1980s, market research practitioners and academic marketing researchers witnessed a growing interest in qualitative research. A review of the practitioner and academic literature on qualitative market(ing) research reveals the commonalities and the differences in the ways each group represents, thinks about and practices qualitative research. Areas where both groups might benefit from sharing ideas and information and from closer links generally are discussed.
Article Type:

Literature review
Keyword(s):

Focus groups; Marketing concepts; Market research; Market research companies.
Journal:

Qualitative Market Research: An International Journal
Volume:

1
Number:

2
Year:

1998
pp:

69-76
Copyright ©

MCB UP Ltd
ISSN:

1352-2752
Introduction

The differences between academic and practitioner research in marketing are a subject for debate within industry and the academy. Practitioners consider that much academic research is......

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Approximate Word Count: 4684
Approximate Pages: 19 (250 words per double-spaced page)

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