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Qualitative research rules

Journal Article


Abstract


  • This essay advocates qualitative research in advertising. It argues that the validity of qualitative research depends at least 50% on the quality of the analyst, compared with just about 10% for quantitative research. It alleges that quantitative researchers have mis-measured most of the central constructs in marketing, such as market orientation, service quality, consumer values, attitudes and emotions.

Publication Date


  • 2008

Citation


  • Rossiter, J. R. (2008). Qualitative research rules. International Journal of Advertising, 27 (5), 915-919.

Scopus Eid


  • 2-s2.0-84904009319

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3007

Number Of Pages


  • 4

Start Page


  • 915

End Page


  • 919

Volume


  • 27

Issue


  • 5

Abstract


  • This essay advocates qualitative research in advertising. It argues that the validity of qualitative research depends at least 50% on the quality of the analyst, compared with just about 10% for quantitative research. It alleges that quantitative researchers have mis-measured most of the central constructs in marketing, such as market orientation, service quality, consumer values, attitudes and emotions.

Publication Date


  • 2008

Citation


  • Rossiter, J. R. (2008). Qualitative research rules. International Journal of Advertising, 27 (5), 915-919.

Scopus Eid


  • 2-s2.0-84904009319

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3007

Number Of Pages


  • 4

Start Page


  • 915

End Page


  • 919

Volume


  • 27

Issue


  • 5