To read this content please select one of the options below:

When to use qualitative methods: a new approach

Dennis J. Cahill (President, North Union Associates, Inc., Cleveland, Ohio, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 November 1996

6948

Abstract

Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither qualitative nor quantitative techniques have universal applicability, but the use of qualitative techniques can bring quantitative information to life.

Keywords

Citation

Cahill, D.J. (1996), "When to use qualitative methods: a new approach", Marketing Intelligence & Planning, Vol. 14 No. 6, pp. 16-20. https://doi.org/10.1108/02634509610131117

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

Related articles