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The role of commercial qualitative research is to help guide client decision making. Its purpose - and the way in which it is evaluated - is primarily determined by its perceived usefulness. Until recently, there has been little focus on the theoretical underpinnings of qualitative practice. This has encouraged the development of conflicting paradigms; an unquestioned 'positivism' sitting alongside 'interpretivist' approaches. Arguably this has caused confusion and has limited the influence of commercial qualitative research at senior levels in organisations. ...
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