The conventional distinction between quantitative and qualitative research is constructed around a familiar dichotomy. Within it, the former is construed as more “factual” and…
Abstract
Purpose
The conventional distinction between quantitative and qualitative research is constructed around a familiar dichotomy. Within it, the former is construed as more “factual” and “objective” and it is contrasted with the more interpretative approaches of qualitative research. The latter, in this account, is enlisted to enhance understanding of the consumer even if it is considered inherently less reliable and less “valid” in nature. The purpose of this paper is to challenge this familiar distinction and propose a more fundamental one in its place.
Design/methodology/approach
Qualitative research is conventionally understood within a framework delineated by modern psychology. The task of qualitative research within this model is to understand the motivations of consumers and to provide explanations that are deeper and less “on the surface” than those elicited by quantitative methods. Such a perspective on qualitative research ignores the fact, however, that the distinctions which exist between the two methodologies are much more profound. We need to look at the underlying philosophical foundations of the two approaches and recognise that they can be distinguished at a more critical level. This paper will argue that they can be understood with much greater clarity in terms of how subjects and predicates are related to each other.
Findings
This reframing of the theoretical assumptions of qualitative research would lead, one might expect, to a radical reinterpretation of qualitative research. This paper goes on to demonstrate, however, that, paradoxically, this is not the case. What will be demonstrated is that some of the more important methodologies developed in qualitative research correspond precisely with the new theoretical model that is being put forward. As such, they tend to confirm the fundamental assumptions of the subject/predicate model proposed.
Originality/value
The value of this paper is to encourage greater theoretical perspective on the nature of qualitative research and its methodologies.
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Discusses urban school reform in American cities, in particularChicago and Pittsburgh, and compares the different ways these ideas arecarried through to fruition on different…
Abstract
Discusses urban school reform in American cities, in particular Chicago and Pittsburgh, and compares the different ways these ideas are carried through to fruition on different sides of the Atlantic. Looks at the severe difficulties which are experienced by the ethnic minorities in urban schools (only 5 per cent of which are white students). Concludes that the autonomy of school districts does not assist in development and that the challenge is for the United States as a whole.
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Digital technologies have already changed the way we live and work. However, there has been limited exploration and discussion about the long term effects of such technologies on…
Abstract
Purpose
Digital technologies have already changed the way we live and work. However, there has been limited exploration and discussion about the long term effects of such technologies on our brains and, in particular, how we think. The purpose of this paper is to address the impact of digital technologies on human thinking and behaviour and the consequential effects on the commercial qualitative research industry.
Design/methodology/approach
The “method” underpinning this paper is a combination of qualitative observation drawn from a wide range of client companies during more than 30 years of commercial qualitative practice and organisational change management. The approach also uses an analysis of recent publications, books, academic papers and face to face interviews with psychologists, researchers, a neuroscientist, internet games developers and users, teachers, parents and academics within this field.
Findings
Neuroscientists are discovering that digital technologies, in particular the internet, are changing the way our brains function. These findings are significant for society as a whole and for the qualitative research community. This paper explores the evidence, asks what this means for the research industry and society and what, if anything, should we be doing about it?
Practical implications
The implications for commercial research practitioners are highlighted including, research as a state of mind, differentiating between data and knowledge, deep thinking, acknowledging emotional and intuitive learning, developing personal resources, especially mindfulness and the importance of creative discipline.
Originality/value
The paper highlights the importance of retaining traditional thinking skills, whilst integrating the best and most useful aspects of “cyber‐thinking”.
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Sustainability principles have been practiced and researched in marketing for nearly five decades, but the challenges we face today are still significant. This context defines the…
Abstract
Purpose
Sustainability principles have been practiced and researched in marketing for nearly five decades, but the challenges we face today are still significant. This context defines the purpose of this paper, which is to find, synthesize and critically evaluate the existing literature on marketing in a sustainability context from 1969 to 2019. The ultimate aim is to provide a unified body of literature on sustainability marketing and classify the extant literature.
Design/methodology/approach
The relevant articles from selected journals were identified and manually verified using the Scopus database. The SPAR- 4- SLR protocol provides the framework for the methodology. In total, 749 articles were eligible for inclusion in the study.
Findings
The research findings are presented in the form of article categorization into 11 thematic categories. The thematic categories outlined previous studies' trend and contribution characteristics under the individual category, illustrating their implications.
Practical implications
The literature review aids in understanding the current state of research and piques researchers' interest in sustainability marketing. The findings of the study will be a valuable resource for future scholars, managers and policymakers.
Originality/value
This study contributes to the existing literature by providing valuable insights from previous research on the research trend in sustainability marketing and by providing a recommendation for future research avenues. After a long hiatus, this is the most up-to-date comprehensive article, providing a general overview of research trends.