Obsessing Over Bias

Recognizing and understanding research bias is crucial for determining the utility of study results and an essential aspect of decision making in marketing. Research plans that lack clear mechanisms to minimize bias are unlikely to be viewed favorably and the end results dismissed. But what are the rules for qualitative research studies? Whenever I am […]

Making Fieldwork Easier and More Productive

Advertisers, marketers and designers have long held the role of creating materials that reflect the lives of customers. Traditionally, this has relied on market research that is gathered in something of a vacuum, or reflects the beliefs and practices of the researcher more than the consumer.  People’s preferences all too often are neatly, if unimaginatively, […]

Guiding Questions

As a qualitative research method and product, ethnography can be distinguished from three other ways of investigating and writing: quantitative research, public policy research, and journalism. The kinds of guiding questions which are addressed through these kinds of research are importantly different from those which can be addressed ethnographically. Quantitative research usually arrives at percentages […]