By E. Jerome McCarthy, William D. Perreault Jr.
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Additional resources for Basic Marketing: A Global-Managerial Approach
The burgeoning economies of the 1950s and mass communications – television and general interest magazines – fuelled the development of consumer culture (Mariampolski, 2001: 10). This coincided with the rebirth of Freudian psychology, and ‘motivational research’, as it was then called, was closely linked to psychoanalytical theory. Over the next decade, with the growth of marketing and a new pragmatism, the re-named ‘qualitative research’ began to focus more on research data; it became closely aligned with business, and the commercial arm of qualitative research became established.
A 17year-old ‘hoodie’ and 70-year-old granny struck up an unlikely friendship. As the 17-year-old explained, ‘I don’t have any grandparents and I’ve never talked with anyone of that age before. No offence [to his new friend]. ’ Participants created collages of ‘My hopes for the future’, initially on their own, using photos torn from magazines, scrawling on them to clarify their meaning. Later, they explained to the group what their collage represented. The richness of data came less from the drawing or collage itself than from the process of making it and the subsequent exploration and explanation of the meaning.
However, the nearest viewing studio was 20-minutes’ drive away, which would certainly deter participants. Improvisation was called for. It was decided to use a seminar room at the university, but a video camera and tripod, along with a digital voice recorder as back up, was brought over from Germany. Basic refreshments were bought in and the researchers, slightly nervously, launched into the research. In the event, the informality added to the occasion by making participants feel more at ease and willing to ‘help the researchers out’.