Something Tells Me It's All Happening At The Zoo - Animal symbolism and totemism in qualitative research

Neil McPhee

The current competitiveness of the marketplace requires that qualitative research seek and deliver insights into a range of subject matter, including the nature and differences between brands.

Something Tells Me It's All Happening at the Zoo

Animal Symbolism and Totemism in Qualitative Research

Neil McPheeNuance Research Ltd., United Kingdom

SYNOPSIS

It is a somewhat tired cliche, amongst non-qualitative researchers and marketing/media personnel,...

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