A description of the Canadian qualitative research industry and its professionals: Selected characteristics

dc.contributor.advisorLiefeld, J.
dc.contributor.authorZaharkevich, Vira M.
dc.date.accessioned2021-03-31T15:37:25Z
dc.date.available2021-03-31T15:37:25Z
dc.date.copyright1998
dc.degree.departmentDepartment of Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractThis thesis examines the Canadian qualitative research industry and its professionals. The methodology involved two self-completion questionnaires, one of which was mailed to heads of market research firms, and the other was addressed to qualitative research practitioners. Selected characteristics such as size of firm and qualitative methodologies used were considered in the organization questionnaire. Practitioner educational backgrounds, their training, extent of involvement in qualitative research, information pertaining to focus group research, and issues relating to the research process itself were some of the aspects explored in the practitioner questionnaire. A broad range of qualitative research methods were reported to be used by market research firms or consultancies with the focus group and the depth interview being the most frequently used. Canadian Qualitative Research Practitioner educational backgrounds vary and just over half reported having graduate degrees. "On the job" training is by far the most common way of developing qualitative research skills. "Actionability of results" was determined to be the most important aspect of qualitative research.en_US
dc.identifier.urihttps://hdl.handle.net/10214/24256
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectCanadianen_US
dc.subjectqualitative research industryen_US
dc.subjectprofessionalsen_US
dc.subjectmarket research firmsen_US
dc.subjectqualitative research practitionersen_US
dc.subjectqualitative research methodsen_US
dc.titleA description of the Canadian qualitative research industry and its professionals: Selected characteristicsen_US
dc.typeThesisen_US

Files

Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Zaharkevich_ViraM_MSc.pdf
Size:
8.14 MB
Format:
Adobe Portable Document Format