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...

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment...

Focuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications. Examines how an informed decision could be made on the most appropriate research approach ‐ in particular the...