
Question: We’re three marketing and advertising professors at an Association of Marketing Educators (AME) member school of business. We learned about your talk at the College of Business, De LaSalle Taft on Qualitative Research. We wanted to attend but we heard about it after the talk. We’re writing because your topic came as a surprise to all of us. We’ve attended many of your conference talks but they were all about your quantitative nationwide market research like your consumer coping behavior survey. We’ve also attended your marketing research seminars that were almost all quantitative. So please tell us why you are now shifting to qualitative research? Have you discovered lately that qualitative is better than quantitative? Answer: It must have been this image in your minds (the three of you) of myself as a quanti researcher that’s responsible for your deciding to attend only those conference talks and seminars of mine that are quantitative. I have many qualitative conference talks and seminars. They’re on FGDs (focus group discussions), IDIs (in-depth Interviews), ethnographics (or observation research), and others. In both talks and seminars, quantitative research and qualitative research are covered not in isolation from one another but together as co-working insighting methods. You mentioned the nationwide quantitative survey on consumer coping behavior. Consider the portion when the subject of “staple” product categories was taken up. A “staple” is a product category that the surveyed housewife considered something she “cannot live without, or cannot do without.” When I showed that the survey Read More …