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“Saying is one thing; doing is another”: the role of observation in marketing research

Boote, J. (1999) “Saying is one thing; doing is another”: the role of observation in marketing research. Qualitative Market Research An International Journal, 2 (1). pp. 15-21. ISSN 1352-2752

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In comparison to other techniques of data collection, observation rarely appears as a research methodology in the marketing literature: this may be because the technique is regarded as time-consuming or as delivering data which lack the depth and qualitative richness of other research methodologies. In this article, the authors attempt to demonstrate that this is not the case. Far from providing superficial, “thin” information, the case forming the basis of this study demonstrates that observation delivers data which cannot be obtained using any other method. Considers the use of observation as an exploratory, qualitative, research technique and discusses when its use is appropriate. The main focus of the paper is a study carried out for Whitbread plc to highlight micro issues for consideration in the siting of different restaurant concepts.

Item Type: Article
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Medicine, Dentistry and Health (Sheffield) > School of Health and Related Research (Sheffield) > Section of Public Health (Sheffield)
Depositing User: Repository Officer
Date Deposited: 06 Aug 2009 09:03
Last Modified: 10 Aug 2009 10:43
Published Version: http://dx.doi.org/10.1108/13522759910251909
Status: Published
Publisher: MCB University Press
Identification Number: 10.1108/13522759910251909
URI: http://eprints.whiterose.ac.uk/id/eprint/9062

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