Bridging the great divide ‐ the transfer of techniques

Bridging the great divide ‐ the transfer of techniques Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research ‐ a transfer of techniques. Explores the use of neuro‐linguistic programming (NLP) and projective techniques in quantitative research. Reports the results of customizing a self‐completion questionnaire to a respondent’s preferred representational system (PRS). This application of NLP produced encouraging findings. Provides suggestions for further research. Describes an example of how NLP and projective techniques can benefit a quantitative study with a case study in which TRBI’s BrandWorks was used. Suggests that, although the adoption by qualitative researchers of techniques used in quantitative research focuses on computer applications, the recent academic interest in the use of text analysers has not been matched by practitioners. Discusses issues related to quality, validity, transparency and value, and reports the findings of a survey of the largest qualitative marketing research suppliers. Finally, examines the use of correspondence analysis and describes ways in which correspondence analysis might benefit the qualitative researcher. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Bridging the great divide ‐ the transfer of techniques

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
D.O.I.
10.1108/02634509610131135
Publisher site
See Article on Publisher Site

Abstract

Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research ‐ a transfer of techniques. Explores the use of neuro‐linguistic programming (NLP) and projective techniques in quantitative research. Reports the results of customizing a self‐completion questionnaire to a respondent’s preferred representational system (PRS). This application of NLP produced encouraging findings. Provides suggestions for further research. Describes an example of how NLP and projective techniques can benefit a quantitative study with a case study in which TRBI’s BrandWorks was used. Suggests that, although the adoption by qualitative researchers of techniques used in quantitative research focuses on computer applications, the recent academic interest in the use of text analysers has not been matched by practitioners. Discusses issues related to quality, validity, transparency and value, and reports the findings of a survey of the largest qualitative marketing research suppliers. Finally, examines the use of correspondence analysis and describes ways in which correspondence analysis might benefit the qualitative researcher.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 1996

Keywords: Computer management; Neuro‐linguistic programming; Qualitative techniques; Quantitative techniques

References

  • Computer applications ‐ a new road to qualitative data analysis ?
    Dembkowski, S.; Hanmer‐Lloyd, S.

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