There has been much in the press in recent years about market research losing its place in the boardroom. Most notably from Unilever who say that their senior managers are unwilling to invest time attending research debriefs. An ESOMAR survey also adds that most CEOs consider market research less us
The qualitative vs. quantitative research debate started in the 1970s. It’s all about epistemology(1), a branch of philosophy concerned with the theory of knowledge. Qualitative research is described as ‘interpretivism’ i.e. non-scientific and subjective. Quantitative research is ‘
Recent OFCOM Research highlighted that 71% of the UK receive 9 nuisance calls a month, and that telephone research is the #4 culprit (1). So has telephone research had its day? At the same time online grows apace. We’ve looked closely at the merits of telephone, online and face-to-face (ftf).