The last few years have seen a debate amongst marketers and market researchers about the validity of qualitative methods (Alt 1988; de Groot 1986). The debate has often been represented as being ...

This is a preview. Log in through your library . Abstract Though the concept of validity is rooted in positivism, recent scholars have expanded the definition of validity to reflect more progressive ...

The validity of two lifestyle typologies, SRI's Values and Lifestyles system and the Lastovicka et al. Drinking-Driving typology, are examined empirically. Each typology is measured by three methods.

Ethnographic research, such as observing the setup of a catheter, often leads toideation. But it can also lead to significant device design. In 2001, William Reese and I wrote an article about the use ...