Monthly Archives: November 2011

Qualitative Research Between McDonaldization and Craftsmanship

Written By: Svend Brinkmann, University of Aalborg, Denmark In a recent analysis, Clive Nancarrow and co-workers (2005) have argued that qualitative marketingresearch has undergone a process of McDonaldization. McDonaldization is a central aspect of consumer society that has been studied … Continue reading

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