Authors
Citation
Pmj. Sampson, COMMONSENSE IN QUALITATIVE RESEARCH (REPRINTED FROM MARKET RES SOC, VOL 9, 1967), Journal of the Market Research Society, 38(4), 1996, pp. 331-339
Citations number
10
Categorie Soggetti
Business
Journal title
ISSN journal
00253618
Volume
38
Issue
4
Year of publication
1996
Pages
331 - 339
Database
ISI
SICI code
0025-3618(1996)38:4<331:CIQR(F>2.0.ZU;2-C
Abstract
For some research problems and objectives, a more flexible approach is
called for than can be provided by the standardised interviewing tech
niques of structured questionnaires. The purpose of this paper is to s
et out the areas where flexibility is called for, to discuss the avail
able research techniques, their advantages and limitations, and to sug
gest fields of research into methodology which are likely to prove of
value.