What qualitative research can be

✍ Scribed by Ronald Jay Cohen

• Publisher: John Wiley and Sons
• Year: 1999
• Tongue: English
• Weight: 159 KB
• Volume: 16
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/(sici)1520-6793(199907)16:4<351::aid-mar5>3.0.co;2-s

✦ Synopsis

Corporate America deserves more than it has been getting for its qualitative research dollar. Qualitative research with consumers can be more systematic, more psychological, and more innovative. The everyday business of qualitative research has the potential of becoming a true profession. The added value psychologists can bring to this profession is explored with reference to an approach called dimensional qualitative research. It is argued that quality in qualitative research with consumers can best be achieved through the systematic application of a psychological model that allows for innovation. 1999 John Wiley & Sons, Inc. ᭧

What added value do professional psychologists bring to research with consumers in a marketing context? This was a question I was compelled to grapple with nearly two decades ago. A fellow psychologist who worked at an advertising agency had asked me whether I would be interested in conducting research with consumers. The objective of the research was to explore the dynamics of male -female interaction in coed games. More specifically, the question of interest for the client, a beer maker, was "Which games are most appropriate for depiction in beer advertising that shows adult men and women at play?" When approached to conduct this study, I was a licensed psychologist in independent practice in Manhattan who had recently completed a