Qualitative Research from a C-OAR-SE Perspective

  • John R. Rossiter


The opening quotation, from Laurent (2000), epitomizes the “statistical tail wagging the conceptual dog” problem, which is almost totally due to the neglect of, and ignorance about, qualitative research in the social sciences. Gilles Laurent was the “champion” of my original C-OAR-SE paper for IJRM (after it was rejected by the leading marketing research journal, JMR, as too radical) and I am eternally indebted to this friend, scholar, and delightful French gentleman. He and Bobby Calder (1977), a focus-group practitioner before he became a full professor of both psychology and marketing at Northwestern University, are the only two academics who have realized and spoken out about the vital role of qualitative research for theory-building in the social sciences.


Qualitative Research Predictive Validity Quantitative Research Qualitative Researcher Advertising Campaign 
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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.Institute for Innovation in Business and Social Research, University of WollongongWollongongAustralia

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