Other published reports.
Read our published reports to see how qualitative research (or sometimes qualitative and survey research together) can bring great insights and lead to astounding outcomes.
Error, error, bias, bias ... and warning. How we teach market research to undergraduates.
Last night I helped my Uni student daughter revise for her market research exam. She had taken the key words out of each chapter of her market research text book, and I tested her to see if she could remember them. By key words, I mean the ones the book defined as key words.
Now, I think I work in a fascinating profession, where I can be involved in helping solve management problems for businesses, all the while talking to real people about their lives and what makes them tick. I was devastated to see that this is not the way market research was depicted in her text book.