Emerald Group Publishing Limited
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Article Type: Practitioner perspectives From: Qualitative Market Research: An International Journal, Volume 12, Issue 3
A key purpose of the Practitioner perspectives section is to bring together thinking and practice from academics and commercial practitioners so that each can learn from the other. The grand aim is that the work of the two communities may grow to complement each other and that they may work more closely together. The two contributions below reflect this aim. They each address the issue of methodology and accounting for practice within qualitative research. The first piece is from John Branch, a Lecturer in marketing and strategy at the University of Michigan, written from an academic perspective. The second piece is from Rosie Campbell, a commercial qualitative researcher and co-founder of Campbell Keegan Ltd.